Political ad spend is projected to surpass $12 billion in the US ahead of the 2024 presidential election, representing a significant increase from the previous election cycle.
While political advertisers remain cautious about shifting budgets to streaming, the growth in programmatic targeting may influence last-minute spending decisions as campaigns intensify.
Political buyers are expected to spend more in the final weeks leading to the election to reach undecided voters, especially in swing states where costs will see a sharp rise.
Despite the advantages of programmatic targeting, the transparency and perceived safety of traditional linear TV still attract political advertisers to allocate a significant portion of their budgets that way.
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