Election 2024:  Engaging Voters through Audience and Contextual Political Advertising

The political climate is as intense as ever, with the Republican National Convention just four days away. As we head into summer, the heat is on for the candidates, issues and engaging voters and it's clear the stakes are higher than ever.

Also, in play is the distribution of digital spending across the advertising landscape. According to the most recent AdImpact, Political Projections Report, overall spending, including down-ballot races, is expected to reach $800 million. Pennsylvania alone is predicted to reach $360 million, the highest level in the nation. 

Due to this rising tide of new privacy laws and evolving restrictions on political advertising within social media and digital platforms, political marketers are rethinking old strategies. In doing so, they’re prioritizing channels and tactics whose power to deliver relevant and impactful advertising has been well documented. That’s where audience-driven and contextual strategies come in.

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In the Semaso’s latest playbook, we dive deep into the political segments and best practices that will help candidates and causes set themselves apart this year. Here’s what you can expect: 

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Strategies for Targeting and Engaging

Tense election cycles need nuanced approaches. Political marketers must reach moderate voters who can swing an election and refine messaging to match voter sentiment and reduce message dissonance. To achieve this goal, it’s important to integrate data-driven targeting into digital campaigns, along with grassroots mobilization, clear messaging and media usage that aligns with the constituents you’re trying to reach.

Data-driven targeting involves voter segmentation and microtargeting, using detailed analytics to craft personalized messages that resonate with specific segments of the electorate. Digital campaigns play a crucial role, leveraging social media platforms and web content for targeted ads and organic content.

Grassroots mobilization is essential, recruiting and training volunteers for phone banking, door-to-door canvassing, and hosting community events like town halls and rallies to engage directly with voters. But how do you reach the potential supporters who look like your best donors and volunteers? Using known supporter data as a seed, you can find more enthusiasts and reach them contextually with messages that resonate so they come to you! 

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Insights into the Audience Segments That Will Make or Break a Campaign

Gone are the days when political marketers could rely solely on basic voter registration lists. Today’s voters are more complex, and campaigns must tailor their messaging beyond just political party affiliation. Success requires nuanced segmentation to speak to audiences in an informed way that engages them. And, leaning-in to voter interests with contextual targeting puts your message in places that are relevant and resonate with constituents. 

Clear messaging and compelling storytelling, using real-life testimonials, help to make the campaign's key issues and policies more relatable and impactful with refined messaging for micro-targeted segments that can be deployed to specific audiences or valuable contextual targets. 

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Resources for Activation

In 2024, political campaigns can't afford false starts or wasted impressions. Every moment and placement counts. That's why we’ve compiled resources to empower campaigns with the right segments, launch campaigns across platforms, and align content and messages with target audiences.

Our guide covers audience-driven and contextual strategies to capture the swing vote, hone messaging, and identify lookalike supporters who share the characteristics of a candidate’s or cause’s biggest supporters. In it you’ll find the most important categories for voters today, including segments based on economic policy stances, social issue positions, and more.

Download the guide today!

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