Is digital OOH winning over more political advertisers? Kind of

With less than two months to go before the most consequential presidential election in recent U.S. history, estimates of the advertising dollars being dropped into the race keep going up — as high as $12 billion, according to eMarketer. 

There’s no doubt that television, in particular local TV, will benefit greatly from this bounty of election-related spend, presidential, downstate, PAC money and issue-oriented. Magna, in an update on 2024 projected ad spend it released earlier this week, predicted that ad spend on local television will surge 25% this year, mostly the result of political ad dollars.

But what about other media? Digital is sure to secure big gains, but surprisingly not on the same platforms as they generally used to spend. It seems Apple’s move to limit ad tracking, which happened after the 2020 elections, has impacted spending on Meta platforms, while ad spend on X (formerly Twitter) has skyrocketed now that the platform accepts political advertising under Elon Musk’s ownership. 

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