2018 midterm political video advertising expected to outpace 2016 presidential advertising
NEW YORK — Telaria, Inc., (NYSE: TLRA), the complete software platform for publishers to manage premium video advertising, reported findings from its platform around political advertising trends in the first half of 2018. Spending on connected TV (CTV) comprised 30 percent of political ad buys on Telaria’s platform, up from one percent in 2016, illustrating the growing need for advertisers to reach audiences in OTT environments. Telaria expects video advertising for the midterm elections to significantly outpace 2016 election spending on its platform.
According to Nielsen’s Q1 2018 Total Audience Report, 67 percent of U.S. TV households now have a connected TV device and viewing on those devices is trending upwards. Telaria and national research firm Cygnal found that viewers were more likely to be influenced on a voting decision when they watched a political video ad. Political ad recall was also twice as high on CTV compared to desktop display.
Additional findings in Telaria’s platform include:
- Political ad spend breakdown for 2016: display 80% / 19% mobile / 1% CTV
- Political ad spend breakdown for 2018: display 60% / 10% mobile / 30% CTV
“Political advertising is not simply a matter of selling a product or service; it has the potential to change the course of history,” said Mark Zagorski, Chief Executive of Telaria. “On both sides of the political spectrum and at every level of office, advertising plays a central role in the modern campaign outreach strategy. With connected TV, buyers are getting the reach they want as well as the assurance of a premium, safe advertising experience over which they have control, rather than user generated content that can potentially cause problems. Connected TV presents an effective, responsible and transparent opportunity to engage with voters.”
Importantly, advances in CTV technology such as frequency capping and competitive separation enable a viewing experience very similar to the broadcast viewing experience, and therefore much more attractive for buyers. These features ensure ads do not repeat nor play adjacent to an opponent’s ad, a particularly important feature leading up to crucial election dates.
“TV advertising has always been an important vehicle by which candidates and issues advocates deliver their messages to their intended audiences during election years. Now, with cord cutting on the rise and more than half of Americans tuned into connected TV, political advertisers must reach their constituents in non-traditional TV settings,” said Olivier Girault, Director of Business Intelligence at Telaria. “It appears a significant number of political ad buyers recognize that connected TV is perfectly positioned to take on that challenge.”
Telaria, Inc. (NYSE: TLRA), is a complete software platform to manage premium video advertising. We engineer the most robust suite of analytics, automated decisioning, and integrated programmatic and direct monetization tools in the industry. Global publishers require total command of their business; Telaria’s independent solution empowers unbiased decisions for the best revenue outcomes. Telaria operates out of 13 offices worldwide across North America, EMEA, LATAM and APAC.
This press release contains forward-looking statements that involve risks, uncertainties, assumptions and other factors that could cause actual results and the timing of certain events to differ materially from those set forth in or implied by such forward-looking statements. All statements other than statements of historical fact are forward-looking statements, including, but not limited to, any statements concerning projections, future spend on the Telaria Video Management Platform, or industry trends. Forward-looking statements are not guarantees of future performance or events and investors are cautioned not to place undue reliance on any forward-looking statement. Furthermore, forward-looking statements speak only as of the date on which they are made, and, except as required by law, Telaria disclaims any obligation to update these forward-looking statements to reflect future events or circumstances.