As ad tech firms vie for a share of the burgeoning political advertising market, more Connected TV (CTV) players are introducing new tools to attract campaign budgets for the 2024 election. Nexxen, an ad tech company formerly known as Tremor International, is rolling out several new features to enhance political advertising strategies.
Their latest tools include advanced geo-targeting by political districts, campaign schedule optimization, and a political dashboard that provides real-time insights into national and state-wide candidate performance, public sentiment, and content engagement. These innovations aim to offer campaigns a competitive edge by refining their ad strategies based on emerging trends and voter preferences.
Nexxen’s tools are designed to help political campaigns tailor their advertising efforts more effectively. According to Ariel Deitz, Nexxen’s VP of enterprise partnerships, these new features enable campaigns to make informed decisions about where to focus their resources.
By leveraging the discovery tool and political dashboard, campaigns can gain insights into voter sentiment and consumption patterns, which can guide their ad strategies. This focus on data-driven decision-making is intended to optimize campaign performance and ensure that ads reach the most relevant audiences.
Nexxen Enhances Political Advertising with New Tools Ahead of 2024 Election
Following President Joe Biden’s recent withdrawal from the presidential race, Nexxen analyzed political content trends and discovered a significant surge in interest related to the term “Democratic Nominee” among both Hispanic/Latino viewers and the general population.
Hispanic/Latino audiences showed heightened engagement with topics like reproductive policy, while the general audience focused more on election strategy. This analysis highlights the importance of understanding shifting voter interests and tailoring content to align with current public concerns.
The competitive landscape in ad tech is intensifying as companies like Comscore, The Trade Desk, LG, and Magnite introduce their own tools and partnerships for political advertising.
Cross-Screen has made headlines with new targeting and measurement deals, while other firms like Yahoo, Televisa, and StackAdapt have integrated real-time political audience segments into their offerings. These advancements reflect the growing role of CTV and digital media in political advertising and the increasing importance of sophisticated targeting techniques.
The projected growth of CTV in political advertising is substantial. eMarketer estimates that CTV ad spending will reach $1.56 billion in 2024, marking a dramatic increase from previous cycles.
This growth is driven by the shift of political campaigns and interest groups toward targeting millennial and Gen Z audiences, who are more engaged with CTV compared to traditional TV. Despite recent political upheavals, such as Biden’s exit from the race, forecasts for CTV ad spending remain robust, with significant investments expected in digital platforms.
Political campaigns face higher stakes compared to non-political brands, as mistakes in ad targeting can lead to wasted resources and potential voter backlash. Effective geo-targeting is crucial for avoiding the misplacement of ads, which can be particularly damaging in a political context.
Additionally, advancements in contextual targeting using visual AI and large language models are helping campaigns create more relevant ad content. By ensuring that ads are contextually appropriate and aligned with viewer sentiment, campaigns can avoid alienating voters and maximize their impact.
