Preparing Your 2020 Strategy
As you plan local media campaigns, it’s important to be aware of the political protection windows in each state and keep a pulse on the projected intensity of the race.
These factors will closely correlate with inventory compression and impact on cost. Regardless of the market, political protection windows will be undeniably challenging for local media buying and will require advertisers and their agencies to be strategic, flexible and patient.
Some questions to consider
Can you afford to avoid advertising during the political protection window dates?
What effect would these cost premiums have on my ROAS?
Are there changes to media mix allocation that can offset the impact of the political window?
For national brands, are there efficiencies of scale in buying nationally vs regionally during this time?
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You'll Learn
Advertising in 2020:
The Political Impact
AND HOW TO MITIGATE ITS EFFECT ON YOUR MARKETING BUDGET