Dennis O'Hara’s Post

The reports of increased political spending this year vs. 2020 is staggering. It's important to stand out, but also not be drown out. Clear Channel Outdoor provides consumers and marketers space for fact based messaging and free of attack ads. Read more on how to thrive in the midst of the upcoming political ad storm.

Something to consider when evaluating your marketing mix in Q3/Q4 this year.

The onslaught of political ads will push brands out of some traditional channels. Here’s how to help your brand campaign break through.

With political ad spending predicted to rise 30% to $12.3B, it is very likely that linear TV -- still the first media choice of many campaigns -- will become saturated and advertisers will confront at least one of two unfortunate realities: 1. The supply will be minimal leaving few-if-any marginal ad slots with even smaller audiences and 2. The reality of wall-to-wall, vitriolic political ads will cause even more viewers than usual to avoid the ad pods Here's a thought: #OutofHome is the only form of mass media that has a growing audience. Given that these ads can't be clicked-away, swiped-away or closed, you have an unrivaled opportunity to impact the breadth of the voting population. Just sayin'. https://lnkd.in/e9GTEmKn

Political media buyers, too, must recognize the changing dynamics of viewer fatigue and the diminishing returns of traditional TV advertising. The aggressive nature of political attack ads can lead to audience disengagement, prompting a strategic shift to more cost-effective and flexible platforms like OOH media. 

Buckle up media folks! Political advertising coming in even harder this year. 🔷 2024 is estimated to be $13B in political ad spend. 🔷 Roughly 35% to be spent on digital 🔷 Linear TV, CTV, and Social will be hardest hit 🔷 Gen Z audiences are the "growth" opportunity It's going to be a rough Q4 for media CPs between political and then holiday retail. However, this article has an interesting take on how to navigate channel allocation each month. https://lnkd.in/epjqK2NC

“In an era where political advertising is becoming increasingly fragmented, CTV provides a unique opportunity to cut through the noise and deliver compelling, targeted messages to the voters who matter most.” Seedtag's Head of Political US, Kara Ullmann, shares her thoughts on the critical role that contextual advertising and CTV are playing in transforming down-ballot campaigns in this latest Digiday piece: https://hubs.li/Q02W9mBD0

Brands looking to stand out in the crowded political ad space can turn to OOH media for a solution. By integrating billboards into their ad strategies, brands can capture attention in a clutter-free and brand-safe environment. This is particularly important in today's political climate, where the risk of being sandwiched between divisive editorial or political content is high. So why not take advantage of the larger-than-life presence of billboards to paint compelling narratives? Check out this article for more on why OOH media is the shelter your campaign needs: https://lnkd.in/gMWp3pVc

Election Year Media Buying? Here's How to Stay Ahead of the Curve: Election years bring a unique set of challenges for brands trying to reach their target audience. Traditional media gets flooded with political ads, driving up costs and limiting reach. I recently read an article from Marketing Management Analytics on this topic and here’s what I learned: >Go Digital: Shift your focus to programmatic ad buying across digital display, CTV, and mobile. This offers more control and flexibility compared to traditional broadcast. >Explore New Channels: Don't neglect underutilized channels like native advertising, streaming audio, and digital OOH. These can provide valuable opportunities in less competitive spaces. >Prioritize Brand Safety: Be extra cautious of misinformation on social media during elections. Platforms like TikTok, with its ban on political ads, might be a safer bet. >Stay Agile: Constantly monitor and adapt your media buying strategy, especially in battleground states. Election years demand flexibility! What are your thoughts on media buying strategies during election years? Share your insights in the comments! #ElectionYearMarketing #MediaPlanning #DigitalMarketing https://lnkd.in/eXJwMY3a

This #election cycle, one of the lessons learned from consumer advertising is the use of #connectedTV to target ever-more precise audience segments. Ad spending on #CTV inventory among presidential, local and down-ballot campaigns is rising. In some cases, campaigns are spending up to 80% of their media budgets on CTV. AdImpact estimated that $1.1 billion of political investment had been spent on CTV ads between Jan. 1, 2023, and Sept. 5 of this year. WPP media network GroupM, which also includes categories such as direct mail in its projections, estimates that total political ad spend will reach $15.4 billion in 2024. Five percent is projected to flow to CTV. In this piece by Sam Bradley, we speak to Mica Hansen of Locality, Keith E. Norman of LG Ad Solutions, and Cameron Miille of Publica by IAS.