According to a STRATA survey, spot TV, spot radio and internet entities can all expect to benefit from programmatic buying from political advertisers with a surge of spending coming in the month of October, particularly in battleground states.
85% of the agencies working in the category will be using programmatic as they purchase media.
STRATA further notes that ad agencies serving political clients report that 65% of them have increased their budgets since the last round of mid-terms.
Breaking it down by media, STRATA noted, “In terms of budget allocation, 82% of agencies say their clients’ will most use Spot TV/Cable to reach political audiences. Internet/Digital and Spot Radio tied as the second most used advertising vehicles. Eighty-six percent of respondents also said that TV was just as important to their clients as it was four years ago. Agencies indicate that they are seeing the greatest return on investment through political ad buys allocated to Spot TV (57%) and Online Video (43%).”
Twitter, Facebook, YouTube and Google also figure prominently in the plans of political buyers and their agencies.