With the COVID-19 pandemic impacting nearly every aspect of our daily lives, we’ve had to adjust to a new sense of normal. So far this year, we’ve seen major disruptions to events that we are accustomed to such as graduations, major sporting competitions, and awards circuits. This year also happens to be host to a number of pivotal elections in the United States government. But 2020 is shaping up to look different from any other election year. This is especially true when it comes to the presidential primaries and election.
With everything happening around the United States over the past few months, political advertisers are entering into uncharted territory. Sheltering in-place orders have resulted in massive changes to typical political campaigns. Public debates have been reimagined, conventions and rallies have been postponed or outright canceled due to the limits on crowd sizes.
We are also seeing major shifts in how people are consuming media and spending their time. In April 2020, 52% of Americans reported that they were spending more time using mobile devices since the start of the outbreak of Coronavirus in the US, with 26% of consumers stating that they’ve spent more time in-app. While reaching voters might not be as straightforward as it has been in past elections, US adult users are now spending over 3 hours per day on their smartphones, meaning that the device provides advertisers with major benefits in reaching them.
With people limiting their social interactions, especially in large settings and groups, spending an increasing amount of time at home and with their smartphones, we may see less voters going to the polls and more requests for voting by mail. It’s more vital than ever that political advertisers address these behaviors in their campaign outreach and leverage a partner that is able to reach registered voters in this unprecedented situation.
We’ll be rolling out three key things political advertisers should consider for their digital campaigns in order to win this election year.