AdExchanger: Political Buyers Discover CTV; Mars Wrigley Chews On A Digital Ad Strategy
By AdExchanger
FRIDAY, JUNE 14TH, 2024 – 12:03 AM
From TV To Shining CTV
Political campaigns may (finally) be all in on streaming TV, Notus reports. And it’s terrible news for viewers hoping for a respite.
During the 2020 election, MiQ analyzed broadcast TV data in Arizona to identify 82,000 homes that had yet to be exposed to cable TV political ads. These homes provided an incremental audience pool for the Biden campaign’s CTV outreach.
MiQ also analyzed CTV data in Pennsylvania to identify households bombarded with Trump campaign ads. The Biden campaign counter-programmed those households with its own ads. Some homes were served 163 pro-Trump ads and 73 pro-Biden ads, which demonstrates the intensity of the political CTV investments in swing states.
Other than a few outliers, such as Netflix, streaming platforms are happy to capitalize on the quadrennial windfall of political ad revenue. Roku aired 400 different political ad creatives during the first week of June.
While linear TV still collects more total political ad spend, digital video – led by CTV – is gaining ground fast. According to Cross Screen Media, digital video will receive 37% of political video ad budgets this year, compared to 27% in 2020.
