Earlier this year, we wrote about the critical role of digital advertising in this election season. With a recent campaign shake-up, another pressing issue has emerged: the need to effectively and repeatedly reach and engage multicultural and younger voters across all channels from now until November.
The New Voter: Multicultural & Young
The U.S. electorate is becoming increasingly diverse, with significant growth in eligible voters from Hispanic, Black, Asian, and other minority backgrounds. From 2000 to 2018, non-White eligible voters accounted for over 76% of the growth in the electorate, highlighting their growing influence in elections.
The U.S. electorate is becoming increasingly diverse, with a significant rise in eligible voters from Hispanic, Black, Asian, and other backgrounds. Between 2000 and 2018, non-White eligible voters made up over 76% of the growth in the electorate, illustrating their growing influence in elections.
Our research shows that nearly 50% of Gen Zers identify as non-white, and the extent to which they are shaping the market. The political sphere will be no different, as 41 million will be eligible to vote in November. In January of this year, Gen Z didn’t plan to vote, but that’s changed. Voter registration among young voters has skyrocketed since July.
Digital Counts Because Turnout Counts
Turnout rates among multicultural voters can significantly impact election outcomes. We’ve already seen plenty of evidence; in 2020, Hispanic voters played a crucial role in battleground states, where their numbers increased more than those of other racial groups. This year, Hispanic voters will account for 25% of all voters in the critical battleground state of Arizona.
The same was true of the youth vote in the 2022 midterm elections. A notable increase in age 25 and younger blunted the much anticipated “red wave.”
This is the bottom line for every political campaign, from city hall to the White House: Reaching and engaging multicultural and younger voters will be essential this election season.
We Can Help You Reach and Engage Critical Audiences
Our sister company, Colossus SSP, provides scaled access to multicultural and inclusive audiences. We can help you reach them this election season.
What’s more, our diverse teams provide us with a deep understanding of multicultural and young audiences, making them exceptionally skilled at crafting messages that resonate. This service could be a game changer for any campaign—and the media agencies that support them—aiming to boost voter turnout. Their ability to connect authentically with diverse audiences could make the difference between winning and losing at November's polls.
Reach Multicultural, Inclusive and Younger Voters
Through Colossus SSP, your campaigns can reach and engage the top ten IAB multicultural audiences. The IAB has deemed these audiences critical for marketers to engage with, particularly in multicultural marketing.
Additionally, Colossus SSP nurtures diverse-owned publications through programs like Momentum. We are helping to bring minority-owned publications to the programmatic ecosystem, thereby increasing supply.
An Extra Pair of Hands
Feeling overwhelmed this election season? Orange 142 can provide an extra pair of hands to your account teams. As an extension of your team, Orange 142 offers flexible models to ensure they work how you want them to.
Our teams have decades of hands-on experience in programmatic campaigns, tailoring execution to meet specific campaign goals and outcomes.
With 100% transparency into all inventory purchases—no markups, no arbitrage—you'll always know exactly where your ads appeared. Their custom reporting and ongoing optimization are designed to deliver on campaign KPIs.
Additionally, social media is critical to raising candidates' profiles and getting out the vote. Orange 142 has extensive experience reaching and engaging voters via social media.
Get in Touch
We are ready to help you succeed this election season. Get in touch.
