{"id":8840,"date":"2024-06-27T13:04:22","date_gmt":"2024-06-27T12:04:22","guid":{"rendered":"https:\/\/oko.uk\/?p=8388"},"modified":"2024-06-27T13:04:22","modified_gmt":"2024-06-27T12:04:22","slug":"ctv-advertising-in-election-years-what-to-know","status":"publish","type":"post","link":"https:\/\/cool.co\/supply-side-platform-home\/ctv-advertising-in-election-years-what-to-know\/","title":{"rendered":"CTV Advertising In Election Years \u2014 What To Know"},"content":{"rendered":"

2024\u2019s election is a huge boon for digital advertisers: and for many CTV publishers, it may be their first time diving in. In this blog post, we explain what you need to know to get the most out of this.<\/p>\n

Every four years, American publishers are handed a huge gift, a big burlap sack with a dollar sign on it: the Presidential Election<\/a>.<\/span><\/p>\n

Political ad spending in the U.S. is expected to land somewhere between $10 billion and $12 billion<\/a> in 2024, shredding the previous record. Every available advertising space, from traditional media to the latest digital platforms, is being snatched up by political candidates and PACs. While midterm races for House and Senate seats generate substantial ad dollars, the sheer magnitude of spending during a U.S. Presidential election is unparalleled.<\/span><\/p>\n

This is especially true in the realm of CTV advertising. During the last major U.S. election cycle, CTV was less-established, and it\u2019s been a busy four years of explosive growth in the industry. CTV political ad spend may increase<\/a> by roughly 506% from 2020 compared to 2024. CTV ads are expected to make up around 45% of total digital advertising spend, up from 19% during the 2020 cycle.<\/span><\/p>\n

In a word: ka-ching<\/em>!<\/span><\/p>\n

But there\u2019s more to this potential bonanza than a much-needed cash injection for online publishers. This influx of business also brings with it challenges and concerns you\u2019ll need to keep in mind if you want to take full advantage of what election years have to offer.<\/span><\/p>\n

In this blog post, talk about the benefits and pitfalls of CTV advertising during election years. Read on:<\/span><\/p>\n

Case Study:<\/i><\/b> find out how OKO was able to boost Loop Media\u2019s revenue by 500% \u2014 <\/span><\/i>on the first day.<\/span><\/i><\/a><\/p>\n

Why US Elections Generate Money<\/strong><\/h2>\n

The United States is known around the world for having an unusually-long election season. While in other countries, campaigning for political office only really happens in the closing weeks leading up to the election, US Presidential races stretch out across years. Donald Trump announced he was running again in November 2022<\/em><\/a>, two full years before voters would head to the polls.<\/span><\/p>\n

Though most candidates don\u2019t typically announce their intentions that<\/em> early, campaign cycles begin well over a year before the election, with staggered primaries<\/a> for both political parties starting all the way back in January, culminating with official nominations for the two candidates at large-scale political conventions over the summer.<\/span><\/p>\n

Those nominating conventions, however, are just the beginning<\/em> in some ways, with the closing months of the election cycle turning into a full-court press of appeals to voters. On top of that, recent Supreme Court rulings have opened the proverbial floodgates of \u201cdark money,\u201d in the form of Political Action Committees (PACs) and advocacy groups no longer having to disclose the sources of their donations.<\/span><\/p>\n

All of this means a multi, multi<\/em>-billion dollar influx of ad dollars for anyone with ad space available. In recent years, connected TV (CTV) has emerged as a powerful channel for brands looking to engage audiences and maximize the reach of their messaging \u2014 so this time around, the rising tide of electoral spending will lift the CTV boat as well.<\/span><\/p>\n

Why CTV Appeals To Political Candidates<\/strong><\/h2>\n

Though the 2024 election feels in some ways like a retread of 2020\u2019s, with the same candidates returning to the field, a lot has changed in digital advertising over the past four years. Chief among those changes has been a surge in year-over-year spending on CTV advertising. As businesses have begun migrating more and more to CTV channels, the benefits have become apparent:<\/span><\/p>\n