During the 2022 midterm elections, more than $1 billion will be spent on OTT and CTV ads, research projects. With the right tools and approach, political marketers can capture opportunities within this growing landscape.

Increased political ad spending contributed to a banner year for connected TV.

The influx of political content and ad dollars for the upcoming US presidential election will inevitably impact commercial advertisers on social media. Understanding the political ad cycle and consumer attitudes toward political content can help brands better reach their audiences.

How will social network ad spending and social usage change in 2020? And what will happen in hot-button areas, such as privacy, ad targeting and political advertising in social media? Here’s what we think lies ahead.

eMarketer analyst Ross Benes, forecasting analyst Eric Haggstrom and Business Insider Intelligence senior analyst Audrey Schomer discuss Netflix subscriber and revenue growth. Will we see a "Netflix with Ads" option? Does the streaming giant have an impending content problem? They then talk about political ad spending, whether tablets will make a comeback and Google asking advertisers for identification.

eMarketer forecasting analyst Eric Haggstrom and principal analyst Nicole Perrin talk about the US political ad spending landscape. How much money is being spent, where and why? They then discuss smartphone voting, consumer attitudes on privacy jargon and how Google can profit from government search warrants.

As campaigning for the 2020 presidential election heads into its final months, political ad spending will hit an all-time high. The highly partisan political environment is driving more Americans to donate money to their preferred candidates than in past election seasons, which in turn is funneling more money into advertising.

Google and Facebook already control 60.8% of the total US digital ad market. And when it comes to the duopoly's share of digital political ad revenues, it has an even tighter grip, with a combined 77.6% this election cycle.

Cross Screen Media and AdImpact forecast that CTV would account for 17% of total TV and digital video political ad spending in the 2022 election cycle. These firms estimated that CTV political ad spending would account for $1.5 billion in 2022 out of a total of $9 billion in anticipated TV and video political ad spending.

Digital political ad spending broke records in the 2020 election cycle. Grace Briscoe, senior vice president of candidates and causes at programmatic media firm Centro, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss what, when, and where political advertisers bought digital ads last year, how much attention they paid to connected TV (CTV), and why they love digital video ads so much.

US digital political ad spending will hit a record high for the 2019/2020 political cycle, crossing the $1 billion mark for the first time ($1.34 billion), as a larger number of highly engaged voters are expected to donate to the candidates of their choice in this year’s presidential race.

The role of political advertising in social media will be a key discussion topic in 2020—an easy prediction to make. Kantar Media expects that US digital political ad spending will reach $1.2 billion this year, and we believe the social platforms that continue accepting political advertisers will be major beneficiaries of that spending.