Political ad-spend on Connected TVs (CTV) is on the rise, as advertisers see opportunity in OTT.
Telaria, a software platform for publishers to manage premium video advertising, reported findings from its platform around political advertising trends in the first half of 2018. Spending on connected TV (CTV) comprised 30 percent of political ad buys on Telaria’s platform, up from one percent in 2016. Going forward, the company expects video advertising for the midterm elections to significantly outpace 2016 election spending on its platform.
The increase of ad-spend on connected TVs is driven by consumer adoption of connected TVs and devices such as Roku and Amazon’s Fire Stick. According to Nielsen’s Q1 2018 Total Audience Report, 67 percent of U.S. TV households now have a connected TV device and viewing on those devices is trending upwards.
Additional findings in Telaria’s platform include:
- Political ad spend breakdown for 2016: display 80% / 19% mobile / 1% CTV
- Political ad spend breakdown for 2018: display 60% / 10% mobile / 30% CTV
“Political advertising is not simply a matter of selling a product or service; it has the potential to change the course of history,” said Mark Zagorski, Chief Executive of Telaria. “On both sides of the political spectrum and at every level of office, advertising plays a central role in the modern campaign outreach strategy. With connected TV, buyers are getting the reach they want as well as the assurance of a premium, safe advertising experience over which they have control, rather than user generated content that can potentially cause problems. Connected TV presents an effective, responsible and transparent opportunity to engage with voters.”