2024 Political Advertising Insights With Dennis Sternitzky

In the latest episode of the Strategus Fireside Chat series, we had the privilege of sitting down with Dennis Sternitzky, President and CEO of Rigel Strategies. Hosted by our Digital Sales Director, Lindsay Putt, this conversation dives deep into the strategies and shifts shaping the political advertising landscape as we head into the 2024 election season.

Dennis, with his years of experience in political campaigns, shares insights on the evolving nature of voter behavior, the increasing importance of independent voters, and the strategic role that Connected TV (CTV) and digital platforms play in delivering precise, impactful messages.

We invite you to watch the full episode of our Fireside Chat with Dennis Sternitzky to gain a comprehensive understanding of the trends and tactics that can elevate your political campaigns in 2024.

Watch the Full Episode Here: 

The Evolving Political Landscape

Dennis emphasized how 2024 presents a unique challenge for political advertisers due to the rising number of voters identifying as independents. With a growing segment of voters less tied to traditional party lines, campaign strategies must be more flexible and targeted. The shift away from purely mobilizing party bases to engaging with undecided and independent voters requires rethinking traditional approaches and using data-driven insights to craft relevant messages that resonate with diverse demographics.

CTV and Hyper-Targeted Political Ads

One of the key highlights from our discussion is the growing reliance on CTV and digital media to reach niche audiences. Dennis pointed out that the days of blanket broadcast ads are fading, with fewer than half of voters consuming media via traditional TV. By leveraging CTV, campaigns can deliver personalized messages that speak directly to specific voter segments, whether it’s targeting Hispanic small business owners or engaging suburban moms with tailored creative.

As Dennis noted:

"The ability to geographically target and refine messaging based on past focus groups and data sets is where modern campaigns truly gain an edge."

Adapting to the Changing Media Mix

The conversation also touched on how evolving media consumption habits, such as the widespread shift toward streaming services, require campaigns to diversify their media spend. Not just with video either, with audio platforms like Spotify, Pandora, and podcasts becoming essential channels, understanding where audiences spend their time is critical. This multifaceted approach not only maximizes ad spend efficiency but also enhances voter engagement by delivering messages where they are most likely to be heard.

Leveraging Data and Innovation

Innovation remains at the heart of Rigel Strategies' approach. Dennis discussed how his team continually experiments with new tactics, including the use of AI for creative testing. While AI can generate initial ideas, Dennis highlighted the importance of rigorous testing to ensure messages resonate. This iterative process allows for real-time adjustments, ensuring that campaigns remain agile in a rapidly shifting political environment.

Looking Ahead

As the 2024 election approaches, it’s clear that success hinges on a mix of innovative strategies, data-driven insights, and a deep understanding of voter behavior. Political campaigns need to adapt and experiment, finding fresh ways to engage with voters in a crowded and competitive media landscape.

At Strategus, we specialize in helping political campaigns unlock the full potential of CTV and data targeting to drive impactful results. If you want to elevate your campaign strategy and reach the right voters at the right time, contact us today to learn how we can support your efforts.

Stay tuned for more episodes of the Strategus Fireside Chat series, where we’ll continue to explore the latest trends and best practices in advertising.