Amid political ad blitz, brands can hack the media landscape – Search Engine Land

The 2024 U.S. presidential election is set to break records for political ad spending, with projections estimating a monumental $12 billion by election day — more than a 30% increase compared to 2020. And it is not just traditional ad spending. Digital media costs will soar. Brands will be pushed to either spend more than they want and/or optimize so they are smarter about their deployment of digital marketing strategies.

This surge signals a dramatic disruption in the commercial media landscape. Unlike in 2020, the flood of political ads across traditional and digital channels in 2024 presents brands with an unprecedented challenge: how to maintain visibility and engagement amid this deluge. The solution lies in leveraging AI to hack (bypass/outmaneuver) the media landscape to connect directly with customers.

Politics driving up costs and limiting ad inventory

As the election cycle intensifies, political campaigns are increasingly dominating both traditional and digital media…

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