Centro spoke with 65 agencies, consultants and advocacy groups that specialize in political marketing, and experts overwhelmingly stated that programmatic and connected TV (CTV) are major players in advertising for the upcoming 2020 election cycle. More than half (63%) said CTV is one of the most favorable developments for digital campaigns, while 53% felt programmatic and the use of data will be integral to any digital campaigns.
According to Grace Briscoe, vp of Centro’s candidates and causes group, “With many Americans choosing to stay at home for safety reasons and with news media creating digital content waves around issues such as race relations, a recession and Covid-19, political operatives are grappling with an unwieldy mix of digital elements pivotal in swinging a vote.”
In total, the amount of paid media allocated to digital advertising is under 40%, according to a majority of the respondents. This is much less than what other industries dedicate to digital spend, which makes up approximately 58% of all U.S. spend this year.