Field Tips: Advertising During Election Season

Field Tips is a biweekly email series bringing you the latest marketing trends and topics directly to your inbox. Covering everything from digital marketing and social media to content strategy and more, we curate the industry’s top stories and present them as easily digestible insights. The content contained within this post comes directly from our August 23, 2024 issue. If you’d like to receive Field Tips, subscribe here.

With political ads flooding every corner of the internet, it’s easy for your brand’s message to get lost in the noise. Fortunately, I’ve got some tips to help your digital advertising stay front and center during this busy time:

• Stay Flexible with Your Budget: Political campaigns can drive up ad costs, so it might be a good idea to adjust your budget to ensure your ads are still getting the attention they deserve.
• Sharpen Your Targeting: By refining your audience, you can avoid competing directly with political ads and ensure your message is reaching the right people.
• Refresh Your Creative: Make your ads stand out with fresh, eye-catching visuals and messages that cut through the clutter.
• Keep an Eye on Performance: This season’s ad landscape can change quickly, so it’s important to monitor your campaigns closely and be ready to pivot if needed.
• Explore New Avenues: Consider diversifying your digital strategy with less crowded channels like native ads, programmatic ads or even video content.

The key is to stay proactive and adaptable, so your ads continue to shine. If you want to chat more about optimizing your campaigns so they don’t get overshadowed, our digital team is here to help!

WHAT’S HAPPENING. The Federal Trade Commission (FTC) has introduced a new rule banning fake reviews and deceptive practices in online marketing. This includes prohibitions against posting fake reviews, bribing customers for positive feedback and buying fake likes or followers. Businesses must also clearly disclose any connections with reviewers. The rule should take effect later this year.

WHY IT MATTERS. This rule drastically changes how companies manage online reviews, pushing for greater transparency and authenticity. Marketers will need to audit current practices and ensure compliance, especially in influencer marketing and AI-generated content.

WHAT’S HAPPENING. TikTok is pushing back against the U.S. government’s attempt to force its sale by filing a legal motion that challenges the constitutionality of the bill. TikTok argues that the bill is an unprecedented restriction on free speech, lacking solid evidence to justify claims of national security risks posed by its Chinese parent company, ByteDance.

WHY IT MATTERS. This legal battle could delay or even derail the U.S. government’s efforts to enforce the sell-off. Marketers should monitor this closely, as TikTok’s fate could impact advertising strategies, especially for brands targeting younger demographics.

WHAT’S HAPPENING. A new report from the Center for Countering Digital Hate (CCDH) reveals that ads on X (formerly Twitter) are still being displayed alongside harmful content, particularly in relation to misinformation surrounding recent race riots in the U.K. Major brands like GlaxoSmithKline and the British Medical Association had their ads appear near divisive and offensive posts.

WHY IT MATTERS. This is a big deal for brands trying to protect their image. If your ads show up next to harmful or offensive content, it can seriously damage your reputation. For marketers, it’s crucial to keep a close eye on where your ads are landing to avoid getting caught in the crossfire of controversial content.

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