How brands and agencies are navigating the political ad war for 2024’s elections
By Digilant
Maria Pousa, Chief Growth Officer, Digilant
This year will see a hotly contested election cycle in the U.S., but that’s not all — pivotal and contested elections have been happening all over the globe — almost 49% of the world will vote this year.
In the U.S., from a media-spend perspective, the 2024 election cycle is expected to be record-breaking, and in a highly polarized society, every vote counts. As seen in previous election cycles, misinformation, fake news, ad fraud and the unethical use of data can be expected to rise. This year, marketers are also adding AI to their challenges to navigate.
Advertisers risk unwittingly aligning their brands with undesirable content in these unpredictable environments. At the same time, brands and agencies are powerful participants in this industry — and how they spend their media dollars matters more than ever.
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Source:: Digiday
