Cutting Through the Noise of the Season
While it’s not a presidential election year, there are still plenty of other races that lend themselves to political ad spending. Last year, it was projected that the 2022 political cycle would see $8.9 billion in political ad spending. This nearly matches 2020’s cycle – the highest spending political advertising cycle of all time.
In the midst of many ads in favor of political advertisers, it’s important to look at the different available channels your brand can utilize to avoid getting lost in the chaos. Relying on TV and online advertising alone can make your brand vulnerable to losing impressions since political ads have recently turned to the digital space as their primary advertising space. Luckily, there are other methods to stand out, get your messaging where it needs to go, and capture your audience’s attention.
Direct Mail Capabilities
If you’re not familiar with direct mail advertising, it can be a game changer when other branding channels are cluttered with election noise. Targeted mailing lists can get your message in the form of physical mail delivered directly to specific demographics, while saturation mailing lists target most or all addresses in a neighborhood. This marketing channel is easy to use thanks to minimal components and steps needed to be done, and there’s less competition when you go straight for the mailbox. On average, two pieces of physical mail are delivered per day, whereas hundreds of emails and ads are seen in the online space. And on top of that, direct mail requires 21% less cognitive effort to process. It also pairs beautifully with digital marketing when you incorporate QR codes, online-only offers, and social media links into your design.
Connected TV (CTV)
Even though screentime is hard to come by with political ads running constantly (and buying up all of the available spots), your brand can branch into connected TV (CTV) advertising as a simple solution. While you may be thinking, “But my TV is connected to the wall,” we’re talking about smart TVs or accessories that plug into a TV to give your audience access to apps and the Internet, like Apple TV, Roku, or even some gaming consoles. Accessibility is a big advantage CTV has over cable services. 82% of U.S. TV households have at least one connected TV device, and 39% of adults watch videos through those devices daily. If you’re looking to narrow your targeting or expand your reach by delivering content digitally and in an efficient way, this marketing method may be worth your while.
Whether you opt for direct mail advertising, like we have done for our friends at Lucy Corr and Wythken Printing, or want to explore a new digital space that breaks through the fourth screen, your brand has options to capture your audience’s attention. Having trouble deciding which channel to choose? Get in touch with Madison+Main for help cutting through the clutter that comes with election season by calling (877) 623-6246! #BoldBrandsWin