The upshot is that deterministic approaches via walled gardens will still have importance, but they will simply become a strategy play as opposed to a catch-all approach for digital marketing. It’s apparent that any brands buying or relying on deterministic audiences need to augment their solutions to ensure they meet their ongoing campaign goals.
A recent report from eMarketer found that political ad spend will reach $6.89 billion in the 2019/2020 election period. This cycle’s spending is 63.3% higher than spend in the 2015/2016 season, showcasing a significant uptick in competition for brand marketers. That said, political advertisers are becoming savvier, expanding their breadth and scale into additional channels and further encroaching on brands’ digital bread and butter.
Here are a few ways political ad spend will impact brand marketers’ approach and how they can adjust their strategies so they don’t lose momentum in the coming months.
Our country has gone through several critical moments in recent history, navigating our way through a pandemic and undergoing a racial and cultural revolution. We’re seeing support from individuals and organizations large and small, but we’re also starting to see some tone-deaf content or misaligned messages as well. With everything going on, brand marketers need to be present and smart in regard to where their messages go and what they’re saying.
We are now onto the second phase of moment-based targeting, focusing on the combination of multiple factors in a moment to determine when a consumer will be most receptive. To find these receptive moments, an advertiser can identify and tap into many signals that will provide info about the end recipient’s state of mind.