As election day approaches, campaigns often receive a surge in last-minute funding, or “late money.” Knowing where and how to allocate these funds effectively is key to maximizing their impact in the final stretch. Here are seven tips to help you make the most of late-stage ad budgets.

Tip #1: Maximize Your Audience Reach with Programmatic Ads

Programmatic ads give campaigns the agility they need for last-minute targeting. At DSPolitical, we can onboard custom lists within 12-24 hours or activate ready-to-run segments in under 2 hours, making programmatic ideal for late money. Ensure you’re casting a broad yet targeted net, especially for lower-turnout voters who can be the most persuadable in the final weeks.

Tip #2: Exclude Early Voters to Maximize Budget

By using Absentee and Early Voting (AVEV) data, you can automatically exclude those who have already voted. This way, your budget stays focused on those who still need encouragement. DSPolitical applies these exclusions automatically for all clients, ensuring ads reach only active, undecided voters.

Tip #3: Prioritize High-Impact Ads with Connected TV (CTV)

CTV offers campaigns a unique opportunity to deliver their message on the most influential screen in the house. In 2024, political CTV spend is projected to comprise 45% of digital ad budgets according to eMarketer, reflecting its growing role in reaching engaged audiences with TV-quality content. If you receive late funds, consider prioritizing CTV, especially if you have video ads ready, to ensure your campaign achieves maximum visibility and impact in the final days.

Tip #4: Time Your Ads Carefully on Facebook and Google

Social platforms have unique restrictions on political ads as election day nears. Facebook’s Political Restriction Period prohibits new ads from launching after October 29, so make sure your campaigns are active before then. Additionally, Google has announced a blanket ban on election-related ads immediately after polls close, blocking essential post-election messaging. For more information on Google’s decision, check out DSPolitical’s response.

Tip #5: Use Deploy Media Planner for Real-Time Strategy Adjustments

Last-minute budgets need flexibility. DSPolitical’s Deploy Media Planner allows real-time media planning using historical data and customizable campaign parameters. This tool helps you align last-minute budgets with precise reach goals, ensuring every dollar is strategically allocated.

Tip #6: Avoid “Spray-and-Pray” Placements

Don’t waste late money on untargeted banner ads. Instead, combine a solid addressable list with geo-targeting and broad programmatic placements to ensure ads reach voters who are likely to engage with your message.

Tip #7: Keep Creative Fresh for Maximum Impact

As voters make last-minute decisions, small creative tweaks—like updating calls-to-action to reflect early voting deadlines or targeting nearby polling locations—can give your campaign the edge it needs to motivate immediate action.

With these strategies, you can turn late-stage funds into meaningful voter engagement. For more insights, download our Late Money in 20 webinar. Have questions on executing an impactful late-stage ad campaign? Contact us today to ensure every dollar counts toward your win — there’s still time!