Experimenting with advertising channels can yield up to 3% better advertising performance, research shows.

Consumption of digital video is booming. The number of new formats and innovative content has flourished. And traditional broadcasters are experimenting with digital channels to keep pace with the changing user behavior.

With a robust cache of data in tow and proven success with social, direct-to-consumer (D2C) brands have shifted their focus to more traditional mediums with the hopes of attaining a broader customer base.

Growth in political ad spending is expected to slow dramatically during the 2019-2020 election cycle, according to Kantar Media, which predicts political campaigns for US federal office will spend $6 billion on paid media placements this year. But a greater share than ever will be directed toward digital channels.