Political digital advertising is now a mixture of overhyped methods and overlooked treasures. It’s up to us, smart readers, to help clients avoid the former and focus on the latter.
However, navigating clients in this advertising space, considering that spending on it will exceed a record-breaking $10 billion this year, is not easy. So let’s consider the most overhyped digital trends of 2024.
- Illusion of exclusivity for OEM manufacturers and publishers. OEM hardware manufacturers and mid-sized platforms want to portray exclusivity as something special. The truth, however, is that it usually only applies to a small target group, and 35 million televisions are completely different from 35 million households.
- The micro-targeting bubble. The 2004 cycle brought micro-targeting to the forefront. Its allure and dominance have not diminished, much like the popularity of perfectly fitted jeans. The promise of hyper-personalized messaging and precise targeting, such as adapting ads to left-handed, technologically proficient, 32-year-old vegetarians in Tribeca, sounds powerful, right?
- The current dependence on artificial intelligence (AI). Is AI the ultimate solution? Blindly relying on AI-powered algorithms for media planning and optimization can trap campaigns in decision-making silos. And what about those AI-generated creative assets? They stir controversy because of deepfakes and other content that can be used to spread misinformation, create false narratives, and manipulate public opinion.
- The promise of programmatic guarantees. Imagine the perfect world of political advertising. Simple plans, satisfied clients, and huge budgets. Add the digital platform paradise with promises of reaching the targeted audience on high-quality mediums – programmatic guarantees. A win, especially for your Montana! Not true.
- The illusion of clean data rooms. Clean data rooms are secure environments that allow campaigns to share voter data without disclosing the identity of individual persons. So what’s the benefit? Hyper-targeted ads that reach the audience in closed gardens.
Next week, I’ll be back with what’s underrated in 2024. Stay tuned.
Kate Holliday is the Vice President of Policy and Public Affairs at Powers Interactive Digital, a digital firm based on SPO.
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The source of the article is from the blog mivalle.net.ar