How CTV and DOOH are growing this political season for smaller agencies

Agencies hope connected TV and digital out-of-home will play a bigger role in upcoming elections and politics — especially for smaller media agencies that are handling many of the less visible races in the crowded political space.

For a number of media agencies looking to place their political ad dollars down in this major election year, they are paying attention to CTV and DOOH as additional ways to engage with voters and audiences. Interestingly, it’s these media that are also spurring more political investment through programmatic means.

In some cases, this offers more opportunities for smaller and independent agencies to jumpstart local campaigns and use data more widely, said Johnathan Barnes, principal of agency Population Science, which focuses on programmatic in the political space.

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