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The mid-term elections in the United States were held in 2022, and as always, political campaigns ramped up their efforts to reach voters. In recent years, programmatic...
This year I was honored to work on creating a new advertising platform to allow politicians to create programmatic campaigns and advertise themself during the US Midterm Elections. As a result, I've collected incredible experience in Political Advertising and worked for the first time in the US market.
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The mid-term elections in the United States were held in 2022, and as always, political campaigns ramped up their efforts to reach voters. In recent years, programmatic advertising has become an increasingly popular way for campaigns to target voters and get their message out. In this article, we’ll look at the ad-spend trends for programmatic advertising during the 2022 mid-term elections and compare them with previous years.
Contents
According to eMarketer’s forecast, political ad spending in the US reached $8.67 billion in 2022, with programmatic advertising accounting for a significant portion of that spending. The programmatic ad spending for the mid-term elections reached $2.37 billion, representing a 27.8% increase from the 2018 mid-term elections.
Regarding display ads, the programmatic ad spend for the 2022 mid-term elections reached $1.17 billion, a 23.5% increase from the 2018 mid-term elections. This increase can be attributed to the growing popularity of programmatic advertising among political campaigns and the overall growth of the programmatic advertising industry.
Pre-Roll Ad-spend Trends
Pre-roll ads, which are video ads that play before video content, are another popular format for programmatic advertising during the mid-term elections. According to eMarketer’s forecast, the programmatic ad spend for pre-roll ads during the 2022 mid-term elections reached $800 million, a 33.3% increase from the 2018 mid-term elections.
Connected TV (CTV) has become a powerful medium for programmatic advertising, especially during political campaigns. CTV refers to televisions that are connected to the internet and allow for online content streaming. According to eMarketer’s forecast, programmatic ad spending for CTV during the 2022 mid-term elections reached $400 million, a 60% increase from the 2018 mid-term elections. This growth can be attributed to the increasing popularity of CTV among viewers, as well as the ability of CTV to target specific households.
As programmatic advertising grows, privacy regulations are becoming an increasingly important consideration for political campaigns. In particular, regulations like the California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR) in the EU have restricted how companies can track and target users online. This can make it more difficult for campaigns to use programmatic advertising to reach specific voters.
To address the challenges posed by privacy regulations, political campaigns are turning to alternative targeting options like precise GPS-based geofencing and contextual targeting. Precise GPS-based geofencing allows campaigns to target users based on their physical location, while contextual targeting involves targeting users based on their online content. These alternative targeting options can effectively reach specific voters while complying with privacy regulations.
In conclusion, programmatic advertising played a significant role in the 2022 mid-term elections, with an overall ad spend of $2.37 billion. The growth of programmatic advertising can be attributed to the increasing popularity of digital advertising among political campaigns, as well as the ability of programmatic advertising to target specific audiences. Display, pre-roll, and CTV all saw significant growth in programmatic ad spend, with CTV showing the most growth at 60
