Shaping Choices: Political Advertising and the 2024 Election Campaign
October 14, 2024
As the 2024 U.S. election draws near, political advertising has reached unprecedented levels of sophistication and spending. With projections of $10.7 billion in political ad spending—making it the most expensive election cycle to date—campaigns are using an array of digital, TV, and programmatic strategies to capture voters’ attention. This analysis looks at the key trends shaping political advertising in this cycle and what they indicate as Election Day approaches.
Increased Spending and Diverse Channels
The surge in ad spending this cycle reflects a strategic push to influence voters through a variety of channels. From traditional broadcast to Connected TV (CTV), and digital platforms like YouTube, Instagram, and TikTok, candidates are leveraging a multi-channel approach to ensure maximum reach. This proliferation of channels not only helps campaigns target diverse voter demographics but also fosters deeper engagement. With ads popping up across streaming services, social media, and audio platforms, advertisers are strategically tapping into digital tools that optimize ad delivery based on location, demographics, and behavioral data.
Additionally, streaming services and programmatic audio are becoming prominent, as campaigns aim to reach younger, tech-savvy audiences who have shifted away from traditional media. Audio advertising, in particular, is growing as it allows campaigns to capture listeners’ attention in ways that feel more personal and immediate. By combining audio ads with companion visuals, campaigns reinforce their messages across devices, making ads harder to ignore or skip.
Evolving Social Media Landscape
This election cycle is unique in how social media platforms are being used for political discourse. With the rebranding of Twitter to X and the platform’s return to allowing political ads, the digital “town square” has been reinvigorated. Meanwhile, Meta, Google, and TikTok have all implemented enhanced election integrity measures to mitigate misinformation and ensure content accuracy. These platforms have instituted tighter restrictions around political ads and are employing AI-driven tools to detect and prevent the spread of manipulated content.
Despite these controls, social media remains a powerful tool for campaigns to reach and influence voters, especially younger demographics. Platforms like Instagram, TikTok, and Snapchat, which are widely used by Gen Z and millennials, allow campaigns to deliver targeted content through short-form videos, memes, and influencer partnerships. This approach not only captures attention but also allows campaigns to harness organic sharing, potentially expanding their reach beyond direct followers.
Rising Costs Amid High Competition
The flood of political advertising has increased competition for ad space, driving up costs significantly. This is especially evident in the rising cost-per-thousand impressions (CPMs) and cost-per-click (CPC) rates on digital platforms, likened to the surge in advertising costs seen during major retail events. As Election Day nears, campaigns are forced to pay premium prices for ad inventory across top-performing platforms, adding financial pressure to both large and small campaigns.
To navigate this crowded landscape, campaigns are utilizing AI and machine learning tools, such as Google’s Performance Max and Meta’s Advantage+ Shopping, to optimize their spending. These tools allow campaigns to allocate budgets dynamically across channels, maximizing returns on ad spend while controlling for costs. However, as the demand for digital ad space continues to surge, many campaigns are likely to face budget constraints as they push to secure prime ad placements.
AI and the Rise of Generative Content
Artificial Intelligence (AI) is playing a significant role in this election’s advertising strategies. From optimizing ad delivery to generating creative content, AI is transforming how campaigns reach voters. However, the potential for misuse through deepfakes or manipulated videos has raised concerns about misinformation. To address these issues, platforms like Meta and Google have implemented new standards for identifying AI-generated content, emphasizing transparency and content verification.
AI’s involvement goes beyond content creation to include sophisticated targeting and voter data analytics. By leveraging first-party data from campaign events, petitions, and voter databases, campaigns are able to construct detailed voter profiles and craft personalized messages that resonate with specific segments. This precision in targeting, powered by AI, enables campaigns to engage more effectively with undecided voters and sway public opinion.
Implications for the Final Stretch
As Election Day approaches, political ads will likely become even more ubiquitous, particularly in battleground states where competitive races amplify spending. For voters, this means an influx of highly targeted messages that not only address national issues but also hone in on local concerns, such as state-specific ballot initiatives on topics like abortion. For brands, the overlapping of political and commercial advertising means navigating challenges around ad adjacency to political content, as they strive to avoid the potential reputational risks associated with controversial topics.
The 2024 U.S. election exemplifies the evolving nature of political advertising, marked by a digital-first approach that capitalizes on the latest advances in AI and data analytics. This trend reflects the changing media consumption habits of voters, requiring campaigns to adapt swiftly and innovate in order to capture attention. As we near Election Day, the impact of this relentless advertising push will become clearer, shedding light on how effectively campaigns have been able to leverage their unprecedented spending to sway the electorate in their favor.