Listen, I don’t care if #YoureWithHer or you are on a quest to #MakeAmericaGreatAgain. One thing is for sure: most, if not all of us, are screaming into a paper bag at some point during this election circus. Election years are also tough for advertisers, especially for brands that rely heavily on TV. eMarketer estimates that political ad spend on TV (broadcast and cable) will approach $7 billion this year1, and the majority of those ads run in the weeks surrounding the primaries and general election (i.e. now).
This means GRPs (gross-rating-points) are scarce and CPPs (cost-per-points) are through the roof. If you’re thinking “NBD, my buys are locked-in,” think again. Thanks to the Equal-Time Rule, your TV ads can be cut at any time. And chances of re-purchasing those GRPs during these weeks? Slim-to-none.
So what happens when your reach is lobbed off at the knees? Well then you just activate your turnkey back-up plan, of course. You do have a quick-to-market back-up plan, don’t you?…
Don’t panic. We’ve got you.
Digital inventory is always available, and the vast majority of digital ad formats are quick to turn-on. In this case, video is the perfect alternative ad format:
Did you breathe a sigh of relief yet? Good.
Video ads are great to have in your back-pocket for hairy marketplace situations, like elections. But be careful not to think of video ads as a nice-to-have. Video ads are a critical component of any media plan. Check out our Video eBook to make sure your video knowledge is up to snuff.
Magnetic is an artificial intelligence company that uses machine learning to deliver smarter, faster, and more effective advertising. Our powerful AI platform continuously analyzes the attributes of over 350 million live user profiles alongside real-time inventory supply and bid opportunities to deliver highly performant audiences and profitable campaigns for our clients.