How digital news publishers will compete for political ad dollars in this year’s U.S. midterm elections

The midterms are expected to draw a historic amount of political ad spend. How will publishers compete for those dollars? August 19, 2022 The U.S. midterm elections this November are expected to draw a historic amount of political advertising spend — most of it is projected to go to TV and video streaming services. [So where does that leave digital news outlets?]( Additional coverage: - In a new experiential effort, PBR is [looking to tap into what people think]( of when they think of the beer brand -- that it's "classic, traditional, Americana," in the words of marketing vp Nick Reely. - Shell has been [testing a way to automate]( the creation of online ads. The company turned to creative optimization platform Ad-Lib to do it in a way that wouldn’t be labor-intensive. - As social media advertising becomes increasingly expensive and harder to track, personalized gift company Sugarwish is [rethinking its social strategy]( and reducing efforts there. - As shown by the success of Elden Ring this year, challenging, narrative-based titles are still the ideal for many core gamers. Digiday [reached out to 14 prominent executives and influencers]( in the gaming and esports industry to ask about their most dreaded video game boss — and why. - Over the last two decades, Ocean Media has emerged as one of the largest data-driven firms helping transform popular brands like Mint Mobile and Rakuten into household names. [Digiday caught up with CEO Jay Langan]( in this Q&A. Other things to know about - The [Digiday Awards]( recognize the companies, campaigns and creatives modernizing media and marketing. Submit by the regular deadline tonight at 11:59 p.m. PT to save on entries. - More than three-quarters of consumers believe brands play an important role in [advocating for positive social change](, according to a recent consumer survey. Sponsored by Amazon Ads. - Brands are using first-party data to [identify and target and acquire previously unknown customers]( who look and shop like their current customers. Sponsored by Wiland. Top Stories Ivy Liu [Vertical Media]( [How digital news publishers will compete for political ad dollars in this year’s U.S. midterm elections]( The midterms are expected to draw a historic amount of political ad spend. How will publishers compete for those dollars? howdy! [Brands in Culture]( ['Frozen slices of Americana': Pabst Blue Ribbon goes experiential with branded motel rooms]( With this experiential effort, PBR is looking to tap into what people think of when they think of the brand — that it’s “classic, traditional, Americana.” [Sponsored by Alliant]( [Why advanced TV continues to intrigue marketers]( Increased understanding and data access throughout the ATV campaign lifecycle significantly help brands, aligning campaigns around audience-first strategies. Advertisement howdy! [The Programmatic Marketer]( [In bid to become an always-on advertiser, Shell turns to dynamic creative tech]( Shell has been testing a way to automate the creation of online ads. Do this well, went the thinking, and it gets a lot easier (and affordable) for Shell’s ads to run consistently throughout the year. [Sponsored by Rollworks]( [How marketing teams can weather the next marketplace storm]( Focusing on high-quality opportunities and identifying adaptable strategies can help marketers thrive during volatile times. howdy! [DTC Era]( [Why DTC brand Sugarwish is dialing down its social media advertising strategy]( As social media advertising becomes increasingly expensive and harder to track, personalized gift company Sugarwish is rethinking its social strategy and reducing efforts there. Advertisement [Sponsored by MNTN]( [What the future of CTV means for advertisers]( The rapid growth of CTV is leading many advertisers to embrace contextual strategies and technologies. howdy! [Gaming & Esports]( [Gaming and esports influencers and executives dish on their most dreaded video game bosses]( As shown by the success of Elden Ring this year, challenging, narrative-based titles are still the ideal for many core gamers. Digiday reached out to 15 prominent executives and influencers in the gaming and esports industry to ask about their most dreaded video game boss — and why. howdy! [Brands in Culture]( [Ocean Media’s Jay Langan on how data fueled this independent agency's long-term strategy]( Over the last two decades, Ocean Media has emerged as one of the largest data-driven firms helping transform popular brands like Mint Mobile and Rakuten into household names. [All Latest Stories]( [Navigating Economic Instability]( [How The Washington Post’s Joy Robins is using lessons from 2020 to handle the current economic slowdown]( Joy Robins' role as CRO looks different than it did a year ago, but in a volatile economy, a media company's revenue sources are subject to change as well. You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. 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