According to the new data, political advertising has quickly begun to shift to connected television (CTV), or digital television and online television.
Why is it important: “If the current explosive growth trend in CTV viewership continues, we could see a tipping point as CTVs account for nearly half of political digital ad spend as early as 2022, ”said Grace Briscoe, candidate and cause vice president at Centro, a digital advertising company that operates with hundreds of campaigns across the country….
THis is a huge departure from the decades-long practice of TV ad buying campaigns targeted to local demographic market areas without much accuracy beyond age and gender.
- As more political ads are purchased on connected TVs, more messages are targeted more narrowly to people based on their interests, buying behavior, etc. – just like they’re online.
- Another big change will be the way these ads are purchased. Unlike traditional TV commercials, which are often purchased ahead of time for a set price, Centro says more than 60% of CTV ads purchased through real-time bidding are programmed on inventory. statements, this complicates transparency measures.
- “Providing information about advertiser spending is not a simple matter of transactions having millions of data points per minute,” Briscoe said.