VIEQUES, PR — Programmatic advertising is expected to consolidate its place at the advertising table in the campaign for the upcoming US presidential election.
Ad spending in the upcoming presidential election could trump the last poll by 20%, reaching $11.4bn, with digital breaking the $1bn barrier, according to a Borrell Associates forecast.
And programmatic video could get a big leg-up from the vote, a panel of ad-tech vendors convened by Beet.TV agreed…
- SpotX platforms SVP Sean Buckley
- DashBid CEO Tom Herman
- Rubicon Project CMO Mari Kim Novak
- Videology North America SVP Brent Gaskamp
“Television, for the political arena, is already sold out, and has been sold out for months now,” said Novak, whose Rubicon powers programmatic ad trading for many of the world’s publishers. “But there’s billions of dollars that need to be bought. There’s a huge opportunity. It allows some really quality case studies to be able to test this system in a huge way.”
Other panelists believed the upcoming vote will crystallise how media consumption habits are changing dramatically, as candidates switch screen – and buying method – to reach voters who are tuning out.
“We’re going to see a desire to access that youth demographic that is viewing in OTT,” DashBid’s Herman.
“With all the cord cutting that’s really happening. and especially among the youth group, there’s a real need to access that inventory. There’s a lot of premium video inventory available in the OTT ecosystem that just hasn’t been either addressable or it hasn’t been measurable. The elections are going to drive a real hunger for that inventory and I think they’re going to move us in a really great way.”
As OpenX’s Reed Scharff wrote on Huffington Post recently, programmatic could be the dream of political scientists and campaigners who want to reach individual voters and targeted demographic groups with specific messaging. And the election could be the perfect opportunity to bring that promise to the mass market.
“It could be a domino effect, which is really exciting,” said SpotX’s Buckley, whose company is part owned by a TV operator and producer, RTL. ” It could also have an impact on other industries. Other folks are going to feel that (inventory) shortage as well… (for example), auto. It could have a residual effect, it’s not just going to be limited to the political landscape.”
This panel was moderated by MediaMath CMO Joanna O’Connell.