Publishers can capture political ad dollars during US Midterms

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 19, 2022, 3:28 PM GMT+0

Publishers must help advertisers fill gaps in expensive streaming markets and invest in their data and research capabilities.

The ad spend from the upcoming US midterm elections is expected to surpass $9 billion across broadcast, cable, streaming and digital platforms. 

While the larger chunk of this spending appears to be heading towards local broadcast TV stations, nearly half of the digital ad dollars are expected to be spent on Connected TV. When it comes to streaming, inventory is scarce and more expensive than buying with publishers. In such cases, digital news publishers can help maximise budget and impact. 

Advertisers can start by buying programmatic ads on news outlets’ sites, publishing on social media and aim at lower-cost, lower CPM inventory like non-video content. Publishers can also pitch their data and insights capabilities to political advertisers. By investing in their research and insights capabilities, publishers can help advertisers innovate their way to new audiences.

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