Acadia COO Chad Crowe was featured in an AdAge Op-Ed that was published on September 19th, 2024. The article focuses on the '5 marketing strategies to help your brand stand out during election season'.
You can read an excerpt of the piece below read the full article here.
Advertisers need a new approach for this uncommon fourth quarter.
As the 2024 election hits countdown mode and political ads take over screens, the inevitable spike in CPM and CPC rates will once again price many advertisers out of their desired media. With political strategists now prioritizing short-form video and platforms such as YouTube and TikTok to reach younger voters, the traffic jams and high tolls extend across more media than prior cycles. Add in the compressed holiday advertising season the election creates and reach goals will get out of reach.
The solution for most marketers is to go off-road. Done right, it can prove a lasting opportunity, not a detour.
Play to your base—loudly
As the cost of acquiring new visitors hits new heights through October, let others fight the crowds while you redirect your focus to areas more in your control. Concentrate on your current customers and prioritize conversion rate optimization (CRO) over CPM.
Learn more about Acadia's CRO offerings by clicking here.