"Generally, news programming does really well across our clients. But for this time period, we just don't want to waste anybody's money," said Suzanne Silber, evp of integrated media planning for media agency Eden Collective. For her agency's clients, the plan is to reduce spending over the course of the week and not run TV ads against news programming on Election Day and the day after.
"We not trying to ask consumers to make a decision when their mind is not really able to focus on that decision," Silber said. "We want to see what happens and how long the election hangover lingers."
Katya Constantine, CEO of digital agency DigiShopGirl Media, expects a pullback on media spending going into Nov. 5. She noted brands will likely scale back up toward the weekend.
Some brands are planning on cutting down advertising altogether during the few days following the election, while others are ready to make quick investment changes if major news hits.
#us-presidential-election #advertising-strategies #media-spending #brand-management #holiday-season-promotions
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