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Politics, conflict and media: how to navigate challenges and opportunities


By Hannah Bowler | Senior Reporter

January 30, 2024 | 5 min read

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As the media industry heads into a highly politicized election year - with a historic number of elections taking place across the world - advertisers are no doubt looking for guidance on how to navigate the challenges and opportunities. The Drum and The Independent will bring together leading political experts and analysts to help bring clarity.

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How to navigate challenges and opportunities of digital advertising in 2024 against a backdrop of politics and conflict / Pexels

With major elections globally in 2024, media buyers are on the hunt for opportunities that will help their advertisers be part of the conversation yet are extremely wary of where they place their media dollars.

With war raging around the world, misinformation and hate speech running rife online, the need for independent editorial media has never been greater.

In a highly divisive political climate, navigating the modern media landscape has become increasingly challenging for advertisers. Avoiding potentially harmful media environments and misinformation yet being seen as part of the social and political discourse is the optimum place for advertisers.

This complex topic will be debated by a panel of political experts, analysts and leading advertising players all led by The Drum’s senior reporter Kendra Barnett. Each will share how they are hoping to navigate the challenges and opportunities of digital advertising in 2024 against a backdrop of politics and conflict.

Barnett will be joined by Mallory Newall, vice-president of public polling, Ipsos, Hanna Kahlert, cultural trends analyst, MIDiA Research, Alex Thomas, director, brand safety & responsible investment, GroupM and Blair Tapper, senior vice-president, US, The Independent.

Tune in for the full discussion on The Drum TV later this month as part of Predictions 2024 to uncover answers to the following questions:

  • What are the key challenges facing advertisers who are trying to assess media buys today?

  • How will the upcoming election cycles in the US and the UK impact media buying trends in 2024?

  • What are the opportunities and risks of advertising against user-generated content versus traditional news media?

  • What is the value of editorial independence in news media?

  • How should advertiser manage their budgets in a tense political climate?

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The Independent has been at the front line of journalism since 1986, with its purpose to challenge, debate - and make change happen - way ahead of its time. It is the UK’s most read quality digital news brand and with a network of global correspondents, from London to Delhi, Moscow to New York as well as the Middle East, The Independent is a truly global news organisation.

The first of the quality news brands to embrace a fully digital future in 2016, The Independent is a dynamic, brand-safe environment for advertisers to reach a huge, loyal audience.

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