By Michelle Castillo | October 31, 2024
A record-breaking year for political ad spend has seen candidates and brands shifting spend to CTV as campaign ads have eaten up traditional TV inventory. Noting that the election cycle shift mirrors a larger change in the advertising industry that is happening at a faster rate than ever, The Current asked media investment experts to assess the post-election opportunity, with OMD Chief Investment Officer Kelly Metz offering the following insights:
Humans are no longer connecting via traditional means. “They have more options. A lot of it — particularly entertainment — is going to be video on demand. It’s going to be delivered in a fully addressable, dynamic advertising environment
“If you look at the media opportunities that are on the table in Q4, this is obviously peak retail season. This is also peak consideration season for many advertisers because of the impact of the NFL and the number of eyes on TV screens. The NFL brings everyone back, and so does the weather. So this is a ripe opportunity to reach these consumers where they are most engaged.”
Metz points out that some brands didn’t need political marketing successes on CTV to convince them to make the switch. For her clients, the major shift in dollars from linear TV to streaming actually came in 2023.
“There’s no going back, because this is just the reality of the modern world. If you look at how consumers connect, how we have to reach them, and how you want to engage them, they’re connecting via digital streams, and so you’ve got to embrace those advertising opportunities and manage that on behalf of your clients.”