As the political advertising cycle intensifies, casino advertisers face unique challenges in securing ad space and maintaining the effectiveness of their campaigns. The demand for advertising slots skyrockets, leading to cancellations and concerns about ad adjacency. Additionally, the emotionally charged atmosphere of political ads can impact casino advertising efforts and budgets. Here’s how casino advertisers can navigate this challenging period effectively.
The primary challenges during political advertising cycles are canceling ad units and managing ad adjacency. With the increased demand for ad time, it is typical for non-political (including casino) ads to get bumped, particularly if your media buyer was able to negotiate the lowest rates. Moreover, the emotional context of political ads can overshadow casino messages, making it difficult to engage audiences effectively.
With just weeks remaining until the election, casino marketers are up against fierce competition for ad space. The political advertising cycle is in full swing, and if you haven’t adjusted your strategy yet, your campaigns could be at risk of being bumped or lost in the noise. Now is the time to act. Here’s what you must do to keep your marketing effective during these final weeks.
Intense Competition for Ad Inventory: Right now, political campaigns dominate TV, radio, and digital channels, pushing out non-political ads, including casino ads. If you’ve noticed that your slots are getting canceled or bumped, you’re not alone. “Television and radio are going to be the ones where people are going to make the largest investments,” warns Melissa Dempsey, Executive VP of Strategy at Stream Companies. Costs have surged, particularly in key battleground states, making adjusting your media spending immediately critical.
Adele George is the president of AM George Marketing (and a JCA Collaborative Associate) and a media buyer well-versed in casino advertising. She highlights the complexity and heightened competition during election periods: “The biggest challenge when it comes to political ad cycles is when you have a messy campaign. This is not unique to a marquee election like the one ahead but can be just as tricky to navigate with local elections in particular.”
The demand for advertising space for national political campaigns significantly increases in key battleground states and markets. This surge can lead to additional pressure on costs and availability for commercial advertisers. According to a 2020 National Bureau of Economic Research report, political groups in the United States spent more than $4 billion on television advertising in 2016. By increasing the price of advertising time, this considerable disruption in the TV advertising market significantly influences the variation in non-political commercial advertising. It is interesting to all casino marketers that eMarketer projects total US political ad spending to reach $12.32 billion in 2024, up nearly 29% from the prior presidential election in 2020.
Ad Fatigue and Audience Overload: With overwhelming political messaging on all platforms, viewers are desensitized to advertising. This fatigue means your casino ad could easily be overlooked if it does not stand out now. The solution? Make your messaging break through the noise by offering something engaging and positive.
Brand Safety Concerns: Perhaps the most pressing issue is brand safety. Your ad’s proximity to polarizing political content can unintentionally associate your casino brand with controversial topics. Now is the time to work with your media buyer to ensure your ads aren’t being shown alongside negative or divisive content. Moving to safer platforms and controlled environments should be a priority.
But all news is not gloomy because while political ads crowd out some commercial ads, they also expand the total amount of advertising viewed.
Capitalize on Contrast: While political ads often feature a severe or negative tone, casino ads can stand out by offering a positive, uplifting alternative. Audiences are hungry for a break from the negativity, and your casino’s ads can provide that escape. Whether promoting entertainment, dining, or special events, keep your tone light and celebratory.
Unsurprisingly, political ads can influence the perception of commercial brands in nuanced ways.
Political ads often adopt a more severe or negative tone than typical brand advertising. This contrast can create a jarring backdrop for commercial messages but also presents an opportunity. “Ads with positive, uplifting tones can stand out more amid the political noise,” notes a study by Ipsos. Ipsos found that some brand ads performed better when placed alongside political ads, as they provided a refreshing break from the negativity.
Political ads, especially negative ones, can create a contrast effect that makes commercial ads appear more appealing. This phenomenon occurs because political ads are often perceived as dishonest and unappealing, which can enhance the relative attractiveness of product ads that are generally seen as truthful and interesting.
Research indicates that a significant majority of consumers do not change their perception of brands due to the presence of political ads. According to a study by Magid, 65% of participants reported no shift in their views on brands associated with political ads, suggesting a robust resilience among viewers across various demographics and platforms.
So, while political ads introduce challenges such as increased competition and potential brand safety issues, they also offer opportunities for commercial advertisers to strategically position their ads to stand out and resonate more effectively with consumers.
Prioritize Digital Channels: “Digital rarely gets sold out,” says Adele George, President of AM George Marketing. In these final weeks, focus on expanding your digital presence. Programmatic, Connected TV (CTV), and pre-roll ads are still available, giving you room to maneuver despite the saturation in other channels. Shift your budget to these areas now and consider hyper-targeted campaigns to reach specific audience segments.
Leverage Social Media Immediately: Don’t neglect your social media channels. Social platforms like Facebook, Instagram, and TikTok offer plenty of space to engage your audience, but you must act quickly. Create engaging video content and limited-time offers that capture attention immediately. Consider running sponsored posts or video ads that tap into your brand’s emotional and entertaining side. This is the time to remind your audience that your casino offers a welcome break from election stress.
Reallocate Your Ad Spend Immediately: If your TV or radio spots are being bumped, diversify your ad spend across other, less competitive platforms. Consider out-of-home (OOH) placements, podcasts, and streaming services, which are generally more stable during election years. George recommends: “If you’re gonna move your money from TV and radio to digital, just know where it’s going.” Ensure your digital spend is targeted and reaches your intended audience effectively.
Work Closely with Your Media Buyer: The relationship with your media buyer is more crucial than ever. Reach out today to discuss where your ads are placed and ensure they aren’t being displaced by last-minute political ad buys. Media buyers can also help you find new ad opportunities in channels with less fierce competition.
Refine Your Messaging: In these final weeks, tailor your messaging to be more targeted and direct. Use geotargeting to focus on areas where you can have the most impact or launch limited-time promotions to drive immediate engagement. Highlight events and experiences that can relieve the chaos of the election cycle.
Strengthen Media Relationships for the Next Cycle: The next political cycle might seem far away, but planning for it starts now. Building solid relationships with your media partners can give you better access to ad placements and more favorable rates in the future. “There are television and radio stations out there that have been known to limit the amount of money that they will allow a politician to spend in a particular amount of time,” notes Dempsey. This could give you an edge next time.
Future-Proof Your Budget: As digital and alternative platforms continue to grow, it’s essential to integrate them into your future ad strategies. These channels will offer greater flexibility in the next election cycle and help avoid the headaches of crowded traditional media spaces. Review the performance of your current campaigns and focus on channels that delivered the highest ROI during this political season.
The window to make critical adjustments to your casino marketing strategy is closing fast. Act now by reviewing your ad placements, reallocating your budget to less competitive platforms, and crafting messages that cut through the political clutter. Collaborate closely with your media buyer to ensure you’re getting the most out of your ad spend and explore digital and social media channels where you can still make an impact.
The political ad cycle is challenging, but by making these tactical adjustments, your casino can maintain visibility and continue to engage with your audience during these final weeks. Don’t wait—start refining your strategy now to stay ahead in this crowded landscape.
A version of this appeared originally in GGB Magazine.
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