“The future of political advertising is connected TV”


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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