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The Calm Before the Election Storm
Brands and marketers hit pause as ad costs spike amid the U.S. political ad rush.
by Tod Maffin and Steph Gunn
Today's News
Ad Campaigns Pause as Election Day Looms
With the U.S. presidential election days away, some agencies are recommending brands pause campaigns until after the election, while others are scaling back on major ad pushes and preparing post-election strategies depending on the outcome.
What’s a brand to do?
Not all brands plan to go completely silent. According to Sprout Social, 3 out of 4 U.S. consumers now rely on social media as their main source for election news.
With more Americans turning to social media for political updates, brands risk missing valuable engagement if they go dark around elections.
Marketers also have to be conscious of ad costs on major platforms, as political ad spend has driven up costs on platforms like Meta and YouTube. Political ads on YouTube alone exceeded $2.5 million daily in October
To navigate this, the digital agency Kepler suggests brands reduce ad spend until after the election, when costs are expected to ease, and the holiday shopping season picks up.
Preparing for outcomes
Marketers are also preparing for different election outcomes. Social agency Monks advises that brands could capitalize on “optimism” if Harris wins, while a Trump win may require more cautious engagement.
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Perplexity Comes for E-Commerce
Perplexity, the search engine startup backed by Jeff Bezos, is gearing up to challenge his former empire, Amazon, by entering the e-commerce space.
Bezos strikes again
The company is beta-testing its latest feature, “Pro Shop,” which lets shoppers research and buy products from various merchants directly on Perplexity, according to an internal email obtained by media.
How it works
While browsing, users will notice a “Buy with Pro” option for eligible items.
Shoppers will enter their billing and shipping information to complete their order.
The Pro Shop promises free shipping on all purchases.
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