Steve Caplan’s Post

The 2024 election cycle will see the largest political ad spend of all time with reports predicting spending in excess of $10 billion. We’re witnessing a transformative moment in political advertising. This monumental shift isn't just about numbers; it's about the evolution of campaigns, the changing demographics of our nation, and the way messages are crafted and delivered. ❓ What will be the impact of all this spending on campaigns? Will it be enough to deliver profits for broadcast networks and local TV in a slumping ad market? ❓ On which platforms will the most effective ads appear, and how will new developments in technology, like AI, impact not only creative development, but media buying and planning? Is Connected TV(CTV) ready for its big moment?   ❓ Is it still possible to create breakthrough, game-changing political ads that influence voter decisions when casting a vote? Thanks to USC Annenberg School for Communication and Journalism for asking me to develop and teach a course to address those questions for USC students who want to understand how political advertising shapes campaigns, public policy, and our everyday lives. Also looking forward to Dan Schnur joining me in the classroom in fall 2024, and having Dan and other special guests share their insights with our students when we start up in the spring semester (January 2024) Tagging a few of my colleagues, friends and fellow travelers from the political ad and media world below. Please share any interesting spots, digital initiatives, or efforts that you come across (or are creating). You can DM me here, or email me at scaplan@usc.edu.  Amy Levin Matthew Klink Bill Burton Ace Smith Dave Jacobson Daniel Jester Sean Clegg Nate Byer J. Toscano Doc Sweitzer Nicole Harburger Greg Pinelo Paul Mandabach