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As OTT/CTV Lures Ad Dollars, Challenges Loom For Political Media Buyers

OTT and CTV saw exponential growth in the campaign space during the 2020 election cycle and strategists expect that trend to continue into the 2022 midterm elections. However, the rise of OTT is presenting new challenges for media buyers, including access to premium inventory and the challenge of curbing ad fraud.

The rise of over-the-top and connected TV advertising is presenting unique challenges to political marketers, which may worsen as more money pours into the space.

Anna Bukowski, who recently joined MVAR Media as SVP, said that while working for the DSCC on the Georgia Senate runoffs, it was difficult to track competitive OTT and CTV spending.

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