Political Programmatic CTV Spend Share Grew 60% Between 2020 and 2022
2 Min Read According to a study by Basis Technologies, Connected TV advertising may become the preferred platform for political spending in the 2024 presidential race. The study found that programmatic ad impressions and spend on Connected TV devices increased by over 60% from 2020 to 2022. Video overall was the most popular format for digital advertising, making up a 68% share. Connected TV was a key driver for video’s popularity, with CTV programmatic ad spend growing from 19% of total budgets in 2020 to 30% in 2022. The study also revealed that CTV had a significant impact on shifting media spend by device, especially for direct buying methods. CTV ads made up almost half of direct spending for 2022 political marketers, contributing to the decline in social advertising share over the past elections. Overall, the study highlights the increased role Connected TV will play in successful political campaigns, and the need for a combination of speed, engagement, and measurability to win future races. Connected TV in the News CTV Presents Growth Opportunity for Retail Media NetworksFierce VideoMore retail media networks are looking to Connected TV as an avenue to attract larger advertising budgets and boost their long-term success. The Big Screen Reigns Supreme: Why Advertisers Should Prioritize CTV Over MobileMNTN ResearchConnected TV and mobile can be strong channels for any video ad campaign. But how do the two channels stack up when it comes to performance? It’s The End Of The TV Rating As We Know ItMediaPostIn recent years, as more and more viewers began watching TV in non-traditional ways, Nielsen has had to effectively redefine and recalibrate the way it defines the television universe. Get the Latest Connected TV News, Right to Your Inbox Why not receive our CTV advertising report, right to your inbox? Just enter your email below and you’ll never be out of the CTV / OTT advertising loop again. Sign Up for the Connected TV ReportSubscribe to the report Apple, Amazon, NBC and more use to get their CTV news.
44% of Digital Political Ad Spend in 2022 Has Been Spent on CTV
3 Min Read Political ad spending is in full swing in anticipation of the November midterms. In fact, AdImpact reports that $3.6 billion has already been spent on political and issue ads so far this year. And it looks like streaming has been contributing heavily to that dollar number—of the nearly $700 million spent on digital so far in 2022, 44% has been allocated to Connected TV. There are a number of reasons why political advertisers are looking to Connected TV this year in order to reach prospective voters. Unlike linear TV, streaming platforms do not need to comply with the 1934 Communications Act, which requires broadcasters to provide political advertisers with equal time. Many political advertisers are also excited about the superior targeting abilities of this channel over linear. According to Al Behmoiras, senior manager of strategic relationships at Comcast’s FreeWheel, CTV gives political advertisers “the ability to target swing voters, Republicans, Democrats. There is lots of targeting available on CTV that’s difficult to target against on linear, and so by shifting dollars to streaming, the agencies can get much more granular in who they’re able to target.” Ultimately, he reports that between 20-30% of linear ad budgets have been already shifted from linear to Connected TV this year. Connected TV in the News Ad-Supported Disney+ Subscription Tier To Launch In The U.S. On December 8The Walt Disney CompanyWith the launch, a new and comprehensive slate of subscription plans will be made available across Disney+, Hulu, ESPN+, and the Disney Bundle, giving viewers ultimate flexibility in choosing an option that suits their needs. High-Level to Hyperlocal: How Challenger Brands Should Approach Their Connected TV Creative StrategyMNTN ResearchChallenger brands might be constrained in resources, but not in creativity. Our insights explore how these advertisers can level up their brands. More Football Fans Than Ever Are Streaming Games and Here’s How to Reach ThemAdweekIt’s a tradition for sports fans to gather around the television with friends and families to cheer (or jeer) their favorite football teams. While this is still true, how they’re watching is changing as more viewers make the switch from linear TV to streaming. Get the Latest Connected TV News, Right to Your Inbox Why not receive our CTV advertising report, right to your inbox? Just enter your email below and you’ll never be out of the CTV / OTT advertising loop again. Sign Up for the Connected TV ReportSubscribe to the report Apple, Amazon, NBC and more use to get their CTV news.