Excerpt from Catriona Marangi’s CNBC October 21 article, “The political ad wars are still being fought over the airwaves even as digital gains share,” featuring SKDK Partner Pia Carusone.
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While advertising dollars increasingly shift toward streaming and digital platforms, the political ad war is still being fought over the free airwaves.
Broadcast television companies are set to capture the greatest portion of political ad spend ahead of the midterm elections, according to advertising intelligence company AdImpact.
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The next frontier: Connected TV
On the other end of the media spectrum, connected TV represents the fastest-growing category of political advertising spend, according to AdImpact. The category encompasses internet-connected devices like Apple
TV or Roku.
SKDK’s Pia Carusone, who manages the firm’s political advertising department, told CNBC in an interview that she sees value in streaming’s specific audience targeting features.
“If you’re buying NBC in New York City, for example, you’re buying the whole market,” she said of traditional advertising strategy. “Increasingly, now with the streaming and CTV platforms, they’re able to really offer a lot more nuance in their targeting. So we’re able to sort of deliver against those audiences more directly.”
But ultimately, Carusone said, political advertising strategy relies on maintaining a diverse portfolio.
“You can’t just do digital. You can’t just do linear,” she said. “Good buyers today are buying across the spectrum.”