This election cycle, one of the lessons learned from consumer advertising is the use of connected TV to target ever-more precise audience segments.
Ad spending on CTV inventory among presidential, local and down-ballot campaigns is rising. In some cases, campaigns are spending up to 80% of their media budgets on CTV.
AdImpact estimated that $1.1 billion of political investment had been spent on CTV ads between Jan. 1, 2023, and Sept. 5 of this year. WPP media network GroupM, which also includes categories such as direct mail in its projections, estimates that total political ad spend will reach $15.4 billion in 2024. Five percent is projected to flow to CTV. (The network made its most recent projection in June.)
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