David Kahn’s Post

Buckle up media folks! Political advertising coming in even harder this year. 🔷 2024 is estimated to be $13B in political ad spend. 🔷 Roughly 35% to be spent on digital 🔷 Linear TV, CTV, and Social will be hardest hit 🔷 Gen Z audiences are the "growth" opportunity It's going to be a rough Q4 for media CPs between political and then holiday retail. However, this article has an interesting take on how to navigate channel allocation each month. https://lnkd.in/epjqK2NC

As we approach the 2024 presidential election, media buyers across sectors should brace for the surge in political ad spending, which is expected to dominate television advertising. According to Reuters, political ad expenditures are set to increase by nearly a third compared to the last presidential cycle, heavily favoring TV media. This saturation of political ads challenges brand marketers to explore alternative advertising avenues to ensure their campaigns reach their intended audiences. Out-of-home (OOH) media, especially digital billboards, offers a strategic solution with its flexibility and contextual relevance, providing a clutter-free environment away from political noise. As the political landscape heats up, integrating OOH into media strategies can help both political and brand campaigns effectively connect with audiences, avoiding the overcrowded TV channels. https://lnkd.in/eWQEFGT8

Political media buyers, too, must recognize the changing dynamics of viewer fatigue and the diminishing returns of traditional TV advertising. The aggressive nature of political attack ads can lead to audience disengagement, prompting a strategic shift to more cost-effective and flexible platforms like OOH media. 

“In an era where political advertising is becoming increasingly fragmented, CTV provides a unique opportunity to cut through the noise and deliver compelling, targeted messages to the voters who matter most.” Seedtag's Head of Political US, Kara Ullmann, shares her thoughts on the critical role that contextual advertising and CTV are playing in transforming down-ballot campaigns in this latest Digiday piece: https://hubs.li/Q02W9mBD0

We're witnessing a major shift in political campaigns with the rise of #CTV. With 80% of U.S. households now owning a connected TV device, the combination of linear TV’s reach and CTV’s precise targeting is revolutionizing the way campaigns connect with voters. Ready to take your strategy to the next level? Let’s talk optimization! 👇 #PoliticalCampaigns #Programmatic #CTVAdvertising #2024Elections

As ad tech companies compete for their share of record spending in political advertising, more connected TV companies are hoping new tools will help them win over candidates’ wallets up and down the 2024 ballot. The intersection of CTV and politics is something I've written about plenty in past years, but momentum is growing this election cycle. As recently as last month, eMarketer projected CTV political ad spend to reach $1.56 billion in 2024 and account for 12.6% of total U.S. political ad spend this cycle. That’s a fivefold increase in CTV revenue compared to 2020, when CTV accounted for just 2.7% of overall political ad spend. For today's Digiday story, I spoke with adtech execs and political experts about growing interest in CTV political advertising, whether Biden bowing out of the race will impact media-buying strategies and why quality data is especially important for political ads across paid and free streaming content. (Past examples of CTV players adding political tools include Viant Technology, IRIS.TV, Samba TV, The Trade Desk and many others.) The latest example is Nexxen, which is today debuted new tools for political advertising to help campaigns geo-target voters by political districts, ways to optimize campaign end times within their flight schedule, new audience deals with Comscore and News Corp and a new political dashboard for real-time analysis of public sentiment and content engagement related to national and statewide issues and candidates. Thanks to everyone who provided their insights for this story including Ariel Deitz, Jon Schulz, Rohan Castelino, Paul Verna and others. #adtech #CTV #2024election #politics #politicalads

With EU and US elections around the corner, we all know how crucial paid media is, right?💲I've always wondered how political ad investment has evolved with paid media. Linear TV could always count on the presidential election for an ad revenue boost. However, that dynamic is changing. eMarketer forecasts that by 2025, US linear TV ad spending will shrink by 13% YoY, favoring CTV instead. Here are some key insights: - US digital political ad spending will grow by 156% this year compared to 2020, the last presidential election year. This growth far surpasses the overall 29% increase in US political ad spend. - US political CTV ad spending will be 5x greater this year than in 2020, reaching $1.56 billion! - With its shift to digital, political advertising is increasingly becoming programmatic. Political ad spend is also growing on social media, though not at the same rate as on CTV: - US social network political ad spend will nearly double this year compared to 2020, but social's share of digital political ad spend is shrinking. This change is influenced by the target audience, which includes Gen Z and millennial voters (going after streaming platforms). - Meta is still the reigning champ in this space — are we surprised? 😅 - TikTok does not allow political ads on its platform. Well, at least they drew boundaries somewhere 😄 #paidmedia #politicaladvertising #programmatic #CTV #elections2024 Source: https://lnkd.in/dbysivUj

Political advertisers are betting big on CTV's targeting power for the 2024 elections, and its performance could significantly influence the future of television advertising. With higher stakes than ever, candidates rely on CTV to deliver precise targeting and big-screen branding without the luxury of 'test and learn' budgets. This year's race is crucial for the entire TV advertising industry. Success or failure could redefine the landscape. Will CTV rise to the occasion? Jeremy Haft, CRO at Digital Remedy, has the inside scoop. #CTV #Advertising #2024Elections #AI https://bit.ly/3x0P6DX

How programmatic political ads will impact the ad ecosystem from CTV to social media and more. How programmatic political ads will impact the ad ecosystem from CTV to social media and more

This #election cycle, one of the lessons learned from consumer advertising is the use of #connectedTV 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. In this piece by Sam Bradley, we speak to Mica Hansen of Locality, Keith E. Norman of LG Ad Solutions, and Cameron Miille of Publica by IAS.