Bringing Transparency To Political Advertising On Connected TV
December 6, 2019- MEDIAPOST
The 2020 elections are heating up and political advertisers are set to shell out record spending to drive home their campaign message and inspire voter turnout.
For 2020, Advertising Analytics and Cross Screen Media forecasts $6 billion in political ad spending, including $1.6 billion for digital video. GroupM estimates political ad spending will approach $10 billion.
According to TVB, the record political ad spending is further intensified in the perfect storm of presidential battleground states with fiercely contested Senate and House races across Phoenix, Des Moines, Lansing, Charlotte, Philadelphia, La Crosse, Dallas and Houston markets. With historically high inventory pressures on local broadcast, political advertisers face even greater scarcity of inventory and higher advertising rates heading into 2020.
New innovations in ad-supported connected TV (CTV) and OTT also give campaigns the opportunity to bring data-infused contextual and behavioral targeting and attribution insights to match the right message with the right voter at the right frequency.