“The future of political advertising is connected TV”

Axios:

Political advertising has quickly begun to migrate over to connected TV (CTV), or digital and streaming television, according to new data.

Why it matters: “If the current trends of explosive growth in CTV viewership continue, we could see a tipping point where CTV makes up nearly half of political digital ad spend as soon as 2022,” says Grace Briscoe, vice president of candidates and causes at Centro, a digital ad placement firm that works with hundreds of campaigns across the country….

This is a huge departure from the decades-long practice of campaigns buying TV ads that are targeted to local demographic market areas without much precision other than age and gender.

  • As more political ads are bought on connected TVs, more messages will be targeted much more narrowly to people based on their interests, purchasing behavior, etc. — just as they are online.
  • Another big shift will be the way these ads are purchased. Unlike traditional TV ads, which are typically purchased ahead of time for a set price, Centro says more than 60% of CTV ads are purchased via programmatic real-time bidding on the ad inventory, which complicates transparency measures.
  • “Providing information on advertiser spend isn’t a simple matter when transactions have millions of data points per minute that are also constantly changing,” Briscoe says.
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