With the 2020 election on the horizon, there are implications that all advertisers should consider as they put together their 2020 marketing plans. While there is plenty of non-political oriented inventory that shouldn’t see significant pricing hikes during the heart of the elections, it would be smart to assume a 5-10% increase in average CPMs next year to play it safe.
For All Advertisers
Even for non-political advertisers, here’s what to keep in mind when planning your digital strategy for 2020:
- Be mindful of the inventory you are purchasing. News outlets, political blogs and other election coverage centers may all experience pricing increases during election season. Additionally, some of this content will be polarized depending on the news source — be mindful of clients who will be wary of this.
- Secure premium inventory early. Even though the official election is a year away, as we already can see, big advertising buys are happening now. Negotiate longer-term deals that will carry your strategies through the heart of the election cycle.
- Know your geo. Be aware of which states you plan to advertise in and when they hold primary elections which could temporarily increase pricing. The impact of the election may be greater on swing states and the months leading up to the vote.
For Political Advertisers
Keep in mind that Facebook requires advertisers and the U.S. and several other countries who want to run media about social issues, legislation, elections (including “get out the vote” campaigns), political figures, or political parties, to go through the authorization process, use a “Paid for by” disclaimer on ads, and have their ads enter the Ad Library. To get authorized, advertisers will need to complete the following steps:
- Page admins and ad account admins will submit their government-issued ID and provide a residential mailing address for verification
- We’ll confirm each address by mailing a letter with a unique access code that only the admin’s Facebook account can use
- Advertisers will have to disclose who is paying for the ads
For more information visit The Facebook Business Center.
Additionally, Twitter has announced that the platform will not accept political advertising on the platform.
Media planning for an election year requires additional forethought. All advertisers should be extra mindful of placement type, secure premium inventory as soon as possible and be aware of timing for local elections and swing states. Political advertisers should take proactive steps to make sure they’ve completed the necessary authorizations for political advertising such as required by Facebook. Although advertisers shouldn’t expect to see significant increases in media costs next year, as 2020 media planning comes into full swing advertisers can take these steps help mitigate any surprises.