DorisRon
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Political scientists say that programmatic has great potential and a bright future in the political arena. It is this technology which is one of the keys that opened the door to victory in the elections in the US in 2016.
The new forecast of Borrell Associates painted a vivid picture of withering of television broadcasting in terms of expenditure on the political propaganda. This year about $ 6 billion will be spend on the political television advertising in the US (according to Campaign Media Analysis Group - $ 4,4 billion). In 2012, the figure was $ 5.75 billion. It would seem that there is growth here. However, according to the forecasts of leading experts, in 2020 politics will spend not more than $ 5 billion on television advertising. But if you believe all the same consulting firm Borrell Associates, the players of the political arena will be much more economical in their spending on TV - in 2020 their spending on television advertising will be reduced to $ 3.5 billion.
Yes, television is still the favorite channel - it accounts for more than half (52%) of all political advertising dollars. But today marketers are beginning to "pour" budgets in the digital space, and the digital environment can be the basis of political advertising in the next 5-10 years. The reason for this tectonic shift is algorithmic purchase of advertising.
Borrell Associates notes that by 2020, most of the money, spent on digital advertising, will be spent through programmatic channels that give assurance that marketers reach the right audience, or in our case - the electorate.
According to new data from such a politically oriented digital consultant, as the company Targeted Victory, an average 75 cents of every political advertising dollar are wasted due to inaccurate targeting of voters.
In response to the research of Targeted Victory and perhaps indirectly, in response to data from Borrell,Television Bureau of Advertising, TVB, issued a statement, which says that television is still the main channel of political advertisers.
"Advertising will never be effective if the ads are showed to the wrong people," - said Steve Lenzano, President and CEO of TVB. "The fact remains that TV offers advertisers a scientifically proven way to reach their target audience. Whereas digital advertising is still the subject of heated debates concerning such "pitfalls" as viewability and fraud. "
Most marketers seem to agree with the opinion of Lenzano because most politicians still spend money just on television. But it is an indisputable fact that political marketers are more and more boldly experimenting with digital channels. Even Television Bureau of Advertising recognizes the fact that digital political advertising platforms have their own advantages.
In 2013 an analyst firm Deep Root Analytics was established, the services of which have already been used by several US presidential candidates, including Jeb Bush, the younger brother of the 43rd US President, George W. Bush. Deep Root Analytics collaborates with the leading developer of solutions for combining data and advanced analytics Alteryx Analytics to optimize targeting and purchase of TV offerings.
Zac Moffat, who is co-founder of Targeted Victory, defines programmatic as "insights plus automation." And he was the man who led the digital campaign of Mitt Romney, who was a presidential candidate in the 2012 election from the Republican Party. Mr. Moffat says that in the framework of the election campaign tens of millions of dollars have been spent with programmatic technology. And it was more than a successful investment.
Adherents of the old school of media procurement say that it is very difficult to refuse TV in favor of the new technology, but they note the growing appetite of marketers, who have a salivating flow at the mention of algorithmic purchases of advertising.
Eric Frenchman who advises Republicans on digital advertising, warns many players in the market that, despite the relative simplicity of algorithmic purchases of advertising, programmatic is not a technology from a series of "plug and play".
"People think they can just upload their ads, and then simply press the buttons" - says Mr. Frenchman. "Everything is a bit more complicated."
The debate continues. The ace in the sleeve of TV advertising is the problem with viewability of digital advertising and widespread advertising fraud. However, digital marketers have arguments to show the supporters of the TV channel: today, many users record TV shows and watch them later without advertising. This discussion is limited to the following: effective vs. efficient (achieving of goals against achieving of goals at the lowest cost) and proven facts vs. unsubstantiated ones. It only remains to wait when time will place all in places.
The new forecast of Borrell Associates painted a vivid picture of withering of television broadcasting in terms of expenditure on the political propaganda. This year about $ 6 billion will be spend on the political television advertising in the US (according to Campaign Media Analysis Group - $ 4,4 billion). In 2012, the figure was $ 5.75 billion. It would seem that there is growth here. However, according to the forecasts of leading experts, in 2020 politics will spend not more than $ 5 billion on television advertising. But if you believe all the same consulting firm Borrell Associates, the players of the political arena will be much more economical in their spending on TV - in 2020 their spending on television advertising will be reduced to $ 3.5 billion.
Yes, television is still the favorite channel - it accounts for more than half (52%) of all political advertising dollars. But today marketers are beginning to "pour" budgets in the digital space, and the digital environment can be the basis of political advertising in the next 5-10 years. The reason for this tectonic shift is algorithmic purchase of advertising.
Borrell Associates notes that by 2020, most of the money, spent on digital advertising, will be spent through programmatic channels that give assurance that marketers reach the right audience, or in our case - the electorate.
According to new data from such a politically oriented digital consultant, as the company Targeted Victory, an average 75 cents of every political advertising dollar are wasted due to inaccurate targeting of voters.
In response to the research of Targeted Victory and perhaps indirectly, in response to data from Borrell,Television Bureau of Advertising, TVB, issued a statement, which says that television is still the main channel of political advertisers.
"Advertising will never be effective if the ads are showed to the wrong people," - said Steve Lenzano, President and CEO of TVB. "The fact remains that TV offers advertisers a scientifically proven way to reach their target audience. Whereas digital advertising is still the subject of heated debates concerning such "pitfalls" as viewability and fraud. "
Most marketers seem to agree with the opinion of Lenzano because most politicians still spend money just on television. But it is an indisputable fact that political marketers are more and more boldly experimenting with digital channels. Even Television Bureau of Advertising recognizes the fact that digital political advertising platforms have their own advantages.
In 2013 an analyst firm Deep Root Analytics was established, the services of which have already been used by several US presidential candidates, including Jeb Bush, the younger brother of the 43rd US President, George W. Bush. Deep Root Analytics collaborates with the leading developer of solutions for combining data and advanced analytics Alteryx Analytics to optimize targeting and purchase of TV offerings.
Zac Moffat, who is co-founder of Targeted Victory, defines programmatic as "insights plus automation." And he was the man who led the digital campaign of Mitt Romney, who was a presidential candidate in the 2012 election from the Republican Party. Mr. Moffat says that in the framework of the election campaign tens of millions of dollars have been spent with programmatic technology. And it was more than a successful investment.
Adherents of the old school of media procurement say that it is very difficult to refuse TV in favor of the new technology, but they note the growing appetite of marketers, who have a salivating flow at the mention of algorithmic purchases of advertising.
Eric Frenchman who advises Republicans on digital advertising, warns many players in the market that, despite the relative simplicity of algorithmic purchases of advertising, programmatic is not a technology from a series of "plug and play".
"People think they can just upload their ads, and then simply press the buttons" - says Mr. Frenchman. "Everything is a bit more complicated."
The debate continues. The ace in the sleeve of TV advertising is the problem with viewability of digital advertising and widespread advertising fraud. However, digital marketers have arguments to show the supporters of the TV channel: today, many users record TV shows and watch them later without advertising. This discussion is limited to the following: effective vs. efficient (achieving of goals against achieving of goals at the lowest cost) and proven facts vs. unsubstantiated ones. It only remains to wait when time will place all in places.