MediaWave Actionable Insights and Industry News for Media Professionals
A microphone on a podium stands at the forefront of a large political protest: local political TV ads

Why We Need Local Political TV Ads

February 15th, 2018   ||    by Callie Wheeler   ||    No Comments

In the midst of advertising controversy, local political TV ads have been noticeably exempt from the melee. Voters and the media frequently question the sources of the political ads on their Facebook feeds and favorite sites’ pages.

Online publishers have been scrambling to find answers—though they often can’t. With the inhuman touch of online ad publishing, how can local TV rule out fraudulent ads and reassure viewers in ways online ads can’t?

Creating Room for Interference

In October 2017, Facebook turned over more than 3,000 Russian-linked ads during the investigation into Russian interference in the 2016 presidential election. The ads and related groups were part of a disinformation campaign orchestrated by the Kremlin-associated Internet Research Agency, according to the New York Times.

But it was quickly apparent that Facebook wasn’t the only publisher without insight into its advertisers, and the blame fell on the machine-driven quality of modern online media buying.

A December 2017 Adweek editorial characterized today’s online ad buying as free-wheeling and faceless. This is because large ad exchanges are unable to align media buying of political ads with federal regulations—much less with state regulations.

Political Ads Are Big Business

It’s no wonder publishers are eager to claim their piece of state and federal election advertising: A recent study from ad market research firm Borrell Associates estimated that campaign advertising will total $8.5 billion in 2018. Over half of that will come from special-interest groups and political action committees (PACs) that target local and statewide audiences.

With over $4 billion in spending heading toward local markets, there’s a new alternative to the online programmatic ecosystem. For special interest groups that are concerned with the ambiguity of online ads, purchasing local political TV ads provides an opportunity for more accountability and greater transparency.

A Reason to Vote for TV

The transparency found in local political TV ads can be attributed to the human element. Local broadcasters understand local and state regulations and can provide accurate information about placements—and bypass many of the concerns about fraud that plague online ad exchanges.

Local broadcasters using platforms like Videa don’t just provide a reputable source for advertisers—even though we know Americans trust local news outlets—they also provide an efficient buying and selling process

This combination of expertise and efficiency gives political advertisers the opportunity to reach local audiences transparently, maintaining voter trust while getting the message out. And that’s why we need local political TV ads more than ever.

Tags: , ,

Share this page:

Share on Facebook Share on Twitter Share on LinkedIn Share via Email