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As political campaigns ramp up and ad budgets increase, CTV is emerging as a prominent platform for reaching swing voters. In Sam Bradley's latest for Digiday, he highlights Nexxen’s political offering as a tool for advertisers aiming to geo-target voters by political district and refine their campaign strategies. For more on what this means for the future of political advertising, read the full article here. https://bit.ly/4coEtJC

🌟The main super PAC supporting Biden to spend $250 million in advertising 🌟 🚀 This marks the largest single purchase of political advertising by a super PAC in U.S. history. 📺 The ads, split between $140 million on television and $110 million on digital and streaming platforms, will kick off immediately after the Democratic National Convention in August and run for 10 weeks through Election Day. 🌎 Targeting seven pivotal battleground states - Arizona, Georgia, Michigan, Nevada, North Carolina, Pennsylvania, and Wisconsin - Biden aims to reach every corner of these crucial regions. From $16 million in Atlanta to $12 million in Phoenix, and substantial investments in smaller markets like Madison, Reno, and Flint. 💻 Biden's digital reservation of approximately $35 million includes major platforms like YouTube, Hulu, Roku, Vevo, and the streaming services of Telemundo and Univision. Future Forward is committed to reaching key demographic groups, including younger voters, Hispanic voters, and Black voters, aligning with the Biden campaign's strategic focus. 📈 This $250 million ad purchase surpasses any independent expenditure group's spending for the entire 2020 election. In 2023, Biden raised $208 million. 🗳️ The stakes are high 🇺🇸 https://lnkd.in/gsmy6_BG #FutureForward #Election2024 #Biden2024 #PoliticalAdvertising #HistoryInTheMaking

This election cycle is predicted to spend around $12 billion in advertisements. Assembly's Political Practice has seen how this growing investment in advertising has inevitably affected brands, even those not directly involved in political messaging. We've seen notable trends, including a growing emphasis on digital and programmatic advertising strategies. Tyler Goldberg, director of political strategy at Assembly, spoke to EMARKETER on the topic. “You can say, ‘As a brand, we don't want to touch political,’ and I totally understand that but if you are not paying attention to the political cycle and how it affects your media strategy, and you are not working with people who know what they're doing in the [political] space, then you are absolutely not serving your company’s best interests.” This is because we've seen and continue to see how the evolving landscape of political advertising has a broader impact on consumer behavior and brand engagement. Want to know more? Reach out to speak to our experts. Thanks, Sara Lebow, for talking to us! Read more here: https://lnkd.in/g85wcTRA #PoliticalStrategy #MediaStrategy #FindChangeGrow #Insights Stagwell Stagwell Brand Performance Network

Google captured ~31% of the total US advertising market in 2023, and is forecast to receive just 4.5% of the $10.2 billion in political ad spend this year. Half of the political ad spend is still forecast to go to broadcast TV. This election cycle should be an advertising bonanza for the YouTube ecosystem. It didn’t make any 2024 prediction list I read over the holidays. One reason for the spend discrepancy is the age of the voter. In the 2020 election, 48% of US citizens aged 18-20 voted. For citizens in their 50s, the rate was 71%. More citizens in their 80s voted than those of college age. You’ll reach my 80-year old parents quite easily on TV. Since Biden has been president, the interest level of top voter issues as seen on YouTube ranks as follows: inflation, immigration, abortion, climate and employment. Since the start of the year, immigration, inflation and employment top the list. Do these issues matter less to those in their 20s than those over 50? If those in their 20s vote at the same rate of those over 50, we’d have the largest single voter demo block by a meaningful margin. Where’s Taylor Swift with her voter registration drive? 49% of US adults now identify as politically independent. It’s the highest rate in history, and up from 31% since 2004. In the 2020 election, new voters under age 30 backed Biden over Trump by a 26 point margin. I recently met a startup that claimed conservative groups are outspending liberal groups 93-to-1 in terms of financing creators and content online. These groups understand that to reach new younger voters, and to swing those independent voters to your candidates and causes, you won’t succeed with 30-second TV commercials. It’s via voices like Ben Shapiro and Candace Owens. Shapiro averages 135 million monthly views in the past year. No liberal-leaning creator comes close to his reach and engagement on YouTube. A lot can change in the next 8 months.

I love watching DTC and advertisers that deal with politics for one simple reason. Their mindset. Nothing is off limits to get that incremental lift. If they see something works they will double down on it no matter how ridiculous it seems. If they hear that a sign spinner will drive more revenue, you better be sure they will test hiring one at the corner of the busiest street. And if it works for them, they will absolutely double down on it. There's a reason why so many political advertisers use AM/FM & programmatic audio. It just works. 2/3rds of AM/FM listeners in Nielsen's April 2023 survey of 3,000 adults 18+ say they “occasionally” or “never” skip ads when they air. Radio is a 'sticky' ad environment. And by adding radio you're reaching more of your audience and getting better results. “Current political campaigns that aren’t using radio are willingly leaving voters on the table. Radio’s high reach extends to voters across all ages, ethnicities, geographies, voting frequency, and more.” according to Katz Media Group If you look at 2022's Senate and gubernatorial races, Nielsen's report also points out that 39 winning candidates across 27 states used AM/FM radio during their campaigns, with a third of them airing radio spots anywhere from nine to 13 weeks before Election Day.

The political landscape is shifting rapidly, and so is the focus of ad spending. With Kamala Harris entering the race, spending priorities have moved, especially in key states like Ohio, where the Senate race alone has already seen $300 million in ad spending. Connected TV's share of political ad spending is set to jump from 2.7% in 2020 to 12.8% this year. The Harris campaign is leading the charge, allocating $200 million for digital ads, much of which will go to streaming platforms. With Experian's 240+ politically relevant audiences, your campaign can achieve precise targeting, based on voter registration data and advanced predictive technology. Our syndicated audiences are available for activation on-the-shelf of the leading TV, demand, and supply platforms to help you make an impact this election season. Let's connect to discuss how Experian's political audiences can capitalize on this shift in political ad spending. #Election2024 #PoliticalAds #CTV #DigitalAdvertising #Experian

Political advertising is a key indicator of campaign strategies and election standings, with significant spending directed toward television ads. According to FCC rules, candidates enjoy access to the lowest unit rate for TV spots, ensuring cost-effective advertising during critical pre-election periods. However, entities like PACs and super PACs, often indistinguishable to viewers, pay much higher rates for the same ad slots. Recent FCC filings revealed a stark cost disparity in Kentucky's gubernatorial race, where candidates paid $400 for a 30-second ad on "Jeopardy," while a supporting PAC paid $1,200. As campaigns intensify, this spending gap is expected to widen, illustrating the financial challenges and strategic decisions influencing the 2024 elections. https://lnkd.in/ez37iyjf

The political landscape is shifting rapidly, and so is the focus of ad spending. With Kamala Harris entering the race, spending priorities have moved, especially in key states like Ohio, where the Senate race alone has already seen $300 million in ad spending. Connected TV's share of political ad spending is set to jump from 2.7% in 2020 to 12.8% this year. The Harris campaign is leading the charge, allocating $200 million for digital ads, much of which will go to streaming platforms. With Experian's 240+ politically relevant audiences, your campaign can achieve precise targeting, based on voter registration data and advanced predictive technology. Our syndicated audiences are available for activation on-the-shelf of the leading TV, demand, and supply platforms to help you make an impact this election season. Let's connect to discuss how Experian's political audiences can capitalize on this shift in political ad spending. #Election2024 #PoliticalAds #CTV #DigitalAdvertising #Experian

Tyler Goldberg, director of political strategy at Assembly Global, recently spoke to Kendra Barnett at The Drum about the record breaking $12bn that is predicted to be spent on political advertising this cycle and its larger effect on the media market. The TL;DR: “there are all of these secondary and tertiary effects of having people watching $12bn worth of political ads,” Tyler explains. “So if you’re a commercial advertiser and you do not have a plan for analyzing how political [ad spend] is going to affect your Q3 and Q4, you’re not operating with the most information. That’s why it’s so important to work alongside folks who understand the political landscape.” But at Assembly, we understand that different brands, industries, and clients need individualized strategies to navigate this market. And as The Drum notes, "Goldberg’s team at Assembly Global has built out a model that can predict the intensity of political advertising in a given market. It’s a tool that the agency uses to help advise brand clients on how to allocate media budgets during a high-intensity election cycle." Thanks, Kendra, for chatting with us! Read the full story below: https://lnkd.in/d8Hj8gwg #MediaStrategy #2024Elections #PoliticalStrategy #FindChangeGrow Stagwell Stagwell Brand Performance Network