The 2024 election cycle is forecast to be the most expensive ever, with more than $10 billion spent on all media platforms. Connected television has become a key way to reach voters who either canceled a cable/satellite-TV subscription or never signed up for one.
Because most CTV ad spending comes through digital automated systems, or what’s known as the programmatic marketplace, political campaigns are adopting the latest technologies to target core constituencies.
“We’re trying to educate our clients about how programmatic can be used to retarget better,” Carrie Xu, founding partner of Media Fortitude Partners, said in this interview with Beet.TV. “It doesn’t matter if a million people see your ad if it’s the wrong people.”
Another key innovation is automated content recognition, a technology that detects the programming and advertising that appears on a TV set. ACR can help advertisers to know almost immediately whether their campaigns are showing up.
“With new innovations like programmatic, ACR data, we can target the right people at the right time so that it’s not a waste,” Xu said.
You’re watching “Road to the Election 2024,” a Beet.TV Leadership Series, presented by Effectv. For more videos from this series, please visit this page.
