We know many publishers are expecting non-brand safe political ads in 2024 and are forced to block the entire category. At the same time, many political advertisers find themselves supply-constrained and are having issues accomplishing the scale they need. 

Advanced creative review tools like AdCurate™ from Safe Exchange™ are looking to solve this issue by providing real-time ad meta data to accurately determine what is (and is not) brand safe. By looking at additional signals like sentiment, tone, and specific issues discussed, publishers no longer need to block all political advertising and can instead rely on precision blocking to obtain net new revenue.

In this informative session, Gabe Thomas, Vice President, Safe Exchange and Albert Yu, Chief Revenue Office, Elemental TV will be discussing how platforms are leveraging data to drive brand safety while finding incremental reach in supply that previously would have been off-limits to political advertisers. 

Political ad spend is expected to reach $10.2 Billion in the 2024 election cycle, surpassing the $8.9 Billion spent in the 2023 election cycle and the $9 Billion spent in the prior Presidential election cycle of 2020, with Broadcast TV garnering the majority share. In this updated political ad spend forecast, Kyle Roberts, CEO, AdImpact, a leading source of political ad spend intelligence, will outline the factors driving spend, how dollars will be allocated and the impact that this significant infusion of dollars will have on the TV advertising ecosystem.

While political marketers have historically prioritized linear TV to reach and engage voters, campaigns that don’t consider the ubiquity of CTV this cycle are missing out on a valuable opportunity to use CTV to deliver the impact of linear TV with the precision of digital. A recent LG Ad Solutions study, which analyzed viewership habits of likely voters, found that 65% percent of the demo prefer streaming to linear TV and 82% use ad-supported streaming services. As we approach Super Tuesday primaries, LG Ad Solutions’  Keith Norman will present findings from this study and discuss the ways in which political marketers can leverage a CTV strategy to reach likely voters during the primary and general election seasons.