Agencies hope connected TV and digital out-of-home will play a bigger role in upcoming elections and politics — especially for smaller media agencies that are handling many of the less visible races in the crowded political space.
For a number of media agencies looking to place their political ad dollars down in this major election year, they are paying attention to CTV and DOOH as additional ways to engage with voters and audiences. Interestingly, it’s these media that are also spurring more political investment through programmatic means.
In some cases, this offers more opportunities for smaller and independent agencies to jumpstart local campaigns and use data more widely, said Jonathan Barnes, principal of agency Population Science, which focuses on programmatic in the political space.
“More things have gone programmatic since the last cycle of [the presidential election],” Barnes said.
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The U.S. political ads landscape — especially given the upcoming presidential election — is expected to exceed record spending levels in 2024, with some $15 billion to $16 billion expected in political ad spend, according to Statista.
Agencies hope connected TV and digital out-of-home will play a bigger role in upcoming elections and politics — especially for smaller media agencies that are handling many of the less visible races in the crowded political space.
Ad position: web_incontent_pos2
For a number of media agencies looking to place their political ad dollars down in this major election year, they are paying attention to CTV and DOOH as additional ways to engage with voters and audiences. Interestingly, it’s these media that are also spurring more political investment through programmatic means.
In some cases, this offers more opportunities for smaller and independent agencies to jumpstart local campaigns and use data more widely, said Jonathan Barnes, principal of agency Population Science, which focuses on programmatic in the political space.
“More things have gone programmatic since the last cycle of [the presidential election],” Barnes said.
The U.S. political ads landscape — especially given the upcoming presidential election — is expected to exceed record spending levels in 2024, with some $15 billion to $16 billion expected in political ad spend, according to Statista.
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