https://ift.tt/3gd4yBP
CTV Grows Dramatically In 2020 Digital Political Ad Spend https://ift.tt/3dmdT8Q Connected TV devices witnessed a dramatic rise last year. Digital media programmatic advertising spend for the 2020 political elections was up nearly 300%, according to ad tech company, Centro. CTV devices grabbed a 19% share of political ad spend -- up from 5% in the 2018 midterm elections. Mobile (phone) devices remain the dominant leader in political advertising spend -- a 46% share. Desktop is next at 31%. Tablets are 4%. All three dipped in political advertising spend share versus 2018 -- mobile was 51%, desktop, 37% and tablets, 7%. While ad spend skyrocketed, Centro says CTV devices only increased in share of impressions -- going from 3% to 6%. Analysis here is advertisers paid a premium for CTV ad inventory, where the average cost per thousand impressions (CPMs) were three and a half times that of other platforms/devices. This is due, in large part, to CTV unskippable commercials versus that of legacy TV platforms. Centro says video is the dominant ad format -- 71% for all devices. advertisement advertisement Digital political advertising continues to use mostly programmatic buying -- with a commanding 63% share (up from 60% in 2018). Direct sales in 2020 was at 21%; social media, 15% and search 1%. Top direct sales sellers were Facebook, Hulu and YouTube. Data here came from more than 400 advertisers for state, local and national races managing digital ad buying via Centro’s platform -- based on research of political/advocacy advertisers of over $100 million spent across display, video, native, search and social media. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH April 15, 2021 at 10:21AM
0 Comments
Leave a Reply. |
CategoriesArchives
April 2023
|