Navigating the digital advertising landscape during an election season presents unique challenges for higher education institutions. As political campaigns descend upon the advertising sphere every election cycle, they consume vast amounts of inventory and escalate competition for ad placements, particularly in battleground states – trends that intensify with each election cycle. The 2024 election is set to be no exception, with projections exceeding $10 billion in political ad spending, the highest in history. This surge, coupled with advancements in generative AI potentially amplifying mis- and disinformation on social media, means that even nonpolitical advertisers must strategize carefully.
For colleges and universities aiming to reach prospective students amidst this polarized and cluttered environment, developing a clear and actionable digital advertising strategy is not just advisable – it’s essential. So here are a few tips and considerations to navigate these challenges and optimize your outreach during this critical time.
Election Year Advertising Impact
- Increased Competition for Ad Space: Election years typically see a surge in advertising spend from political campaigns. This increased demand can drive up costs for ad placements across various media channels, including TV, radio, and digital platforms.
- Higher Advertising Costs: With more advertisers vying for limited ad space, especially in swing states or key markets, the cost per click (CPC) and cost-per-thousand impression (CPM) rates will increase.
- Ad Fatigue Among Audiences: The overwhelming number of political ads can lead to general audience fatigue, making it more challenging for brands to capture attention and engage consumers effectively.
- Regulatory Scrutiny: Elections often bring heightened attention to advertising regulations, particularly around transparency and data usage. Advertisers may need to navigate stricter guidelines to ensure compliance.
Specifics in the Higher Education Space
- Adjusting Messaging Strategies: Colleges and universities might tailor their advertising content to address concerns highlighted during the election, such as affordability, accessibility, and career readiness.
- Timing and Placement Challenges: As political campaigns secure prime advertising slots, higher education institutions may need to adjust their media schedules or explore alternative channels to maintain visibility. Given the slight overlap between the peak of political ad spending in October and the start of high-volume enrollment marketing for traditional undergraduates, consider reallocating spend for campaigns as we approach election day. Additionally, consider planning new creative launches for after Election Day to maximize impact, avoid the cluttered advertising landscape, and stay top of mind for prospective students.
- Targeted Digital Advertising Opportunities: Given the crowded traditional media landscape, institutions may shift toward digital platforms where targeting and personalization can more effectively reach prospective students. Specifically, ramping up retargeting, lookalike audiences, and list targeting during this period can ensure you’re only paying to reach your exact target market rather than competing in the broader awareness game during the peak of political advertising.
- International Student Recruitment: Political climates can impact international perceptions. Institutions might need to adjust their outreach strategies to reassure international students amid any uncertainties caused by election rhetoric.
Considerations for Election Year Advertising in Higher Ed
- Budget Planning: Anticipate higher advertising costs and allocate budgets accordingly to maintain campaign effectiveness during the election period.
“Even some of VisionPoint’s best-performing campaigns are seeing an impact here – CPAs going from $20 to $25, which, while still $50 less than the benchmark, represents an increase in our expected cost per lead.“
– Katy Campbell, Chief Client Officer at VisionPoint Marketing
- Flexible Media Strategies: Be prepared to pivot strategies in response to rapid changes in the media environment and political landscape. Consider budget flighting strategies to provide additional flexibility prior to the election.
- Compliance and Ethics: Ensure all advertising practices adhere to regulatory standards, especially concerning data privacy and truthful representation.
- Engaging Content: Focus on creating compelling and authentic content and creative that can break through the noise of political advertising and resonate with target audiences.
- Brand Safety: With a fluid environment, you must keep a pulse on news and any potential for placements during challenging current events. Consider safeguards, including negative keywords and exclusion lists, to make sure your messages are not included with triggering or negative topics.
Conclusion
The 2024 election is likely to create both challenges and opportunities in the paid media advertising space. Higher education institutions should proactively plan to navigate increased competition for ad space and potential shifts in audience sentiment. By staying agile and responsive to the evolving landscape, they can effectively reach their goals despite the complexities of an election year.
Looking for a partner to help you navigate challenges like these in enrollment marketing? Reach out for a free consultation.
