Biden Campaign’s $280 Million Ad Strategy Bets Big on Digital

The connected TV category is a 'must-have'

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Former Vice President Joe Biden’s presidential campaign is spending more than a quarter-billion dollars on advertising in the ramp-up to the November election.

The campaign for the presumptive Democratic nominee has laid out $280 million in paid media reservations, including a campaign-record $60 million in digital media, which centers around connected TV.

The campaign’s decision to invest in CTV comes as the Covid-19 pandemic has pushed more audiences to streaming and away from linear and as the lack of live sports has led more consumers to cut their cable subscriptions entirely.

In general, Patrick Bonsignore, director of paid media for the Biden campaign, told Adweek the CTV category is a “must-have.”




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