In times when social media and ad space is oversaturated with content, like during the holiday season and political elections, it can be difficult for brands to break through the noise and get their content noticed. <\/p>\n\n\n\n
This year, political ad spending is projected to total $9.9 billion<\/a>, according to the latest U.S. advertising forecast from GroupM. That would be up from $6.3 billion in 2016, when President Trump was elected. While television ads and direct mail campaigns will account for around half of all media spending, candidates are expected to invest in growing services<\/a> such as OTT (Over-The-Top) and CTV (Connected TV). <\/p>\n\n\n\n With election content currently taking over television, internet and streaming ad space, where can brands find room to compete? These aggressive times can be difficult to navigate, but with the right marketing strategies set in place, brands can successfully achieve it. <\/p>\n\n\n\n Produce Content That Provides Relief From Competitive Overload<\/strong><\/p>\n\n\n\n During competitive times of the year, consumers will begin to search for content unrelated to oversaturated topics. Whether your audience is searching for cute puppy videos or comedic relief, there will be greater pressure for high-quality content that breaks through the noise of political or holiday marketing. <\/p>\n\n\n\n Inbound marketing channels, such as social media platforms and blogging, may be the best option to reach your audience without getting lost. Brands should tailor their advertisements to provide entertainment and relief through high-quality and digestible content. <\/p>\n\n\n\n Avoid Overpopulated Keywords<\/strong><\/p>\n\n\n\n During election season specifically, Facebook guidelines are heightened and will crack down on any false facts being promoted. While this may not seem like a problem for non-political brands, every word posted is monitored and filtered to flag any messaging even slightly related to a political topic<\/p>\n\n\n\n For example, if your brand services the sustainable energy industry, some keywords may be flagged because global sustainability is a common topic in political campaigns. This makes it challenging for brands to produce the messaging they want in a high-stakes time of year.<\/p>\n\n\n\n Our advice for navigating your messaging: Unless your brand is providing election-related services, it\u2019s best to avoid political topics and keywords entirely.<\/p>\n\n\n\n Focus on High-Value Audience Targeting<\/strong><\/p>\n\n\n\n When fighting for ad space, it\u2019s important to limit your targets to reach your most valuable audience, or in other words, the audience that\u2019s most likely to engage with your content and promote conversions. Our advice for reaching your target audience when space is limited:<\/p>\n\n\n\n If you\u2019re looking to get your ads noticed during a competitive time of year, Quinlan is here to help. Contact us today<\/a> to learn more about effective marketing strategies during holiday or political events.<\/p>\n\n\n\n