Political Campaigns Risk Inefficiency by Applying Broadcast Strategies to CTV
· 3h ago · Originally reported by AdExchanger
Political campaigns are increasing their ad spend on connected TV (CTV) for the midterm elections, with budgets exceeding $11 billion. However, many are using traditional broadcast buying tactics in the streaming environment, which may lead to significant wasted spend.
Why it matters
CTV offers more precise targeting than traditional TV, but using outdated strategies can result in overspending and missed opportunities for efficiency.
Explain it like I’m new here
It's like using a fishing net meant for the ocean in a small pond—you'll waste effort and miss the fish you want.
Read the original at AdExchanger
Terms in this story
Campaign
A campaign is an organised set of ads with a shared goal, budget, audience and time period, run across one or more channels and measured against defined KPIs.
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
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