CTV is About to Transform Political Campaigns

Written By:

Tom Cheli

August 8, 2024

5 Minute Read

The political advertising landscape is undergoing a dramatic change, thanks to Connected TV. In this Streaming Media Magazine article, Tom Cheli, our Chief Strategy Officer, explains how.

Connected TV (CTV) is about to revolutionize political campaigns. CTV penetration will be over 80% in 2024 for ages 25 to 54, and over 75% for ages 12 to 17 according to EMarketer’s September 2023 forecast. 1 in 3 U.S. users subscribe to free ad-supported TV streaming (FAST) services according to Samba TV’s most recent State of Viewership report. The data suggest that a growing share of viewers are willing to accept advertising in exchange for free streaming services.

As other methods of digital advertising face disruption with the phase-out of third–party tracking cookies, CTV offers a blend of rich video content, precise household-level targeting, and sophisticated audience modeling. CTV is poised to transform the way political campaigns communicate with voters, and it is becoming an indispensable tool in the arsenal of political strategists.

Read the rest of the article here.

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