Advertisers should branch out into the digital channels that maximize their impact and efficiency this election cycle. Many political marketers are focused on old-school political advertising, but gone are the days of only a handful of cable channels: the fragmentation of linear TV means that it doesn’t offer the same mass-reach that it used to. As such, a well-rounded, multi-channel approach is the best way for political advertisers to reach their audiences in 2022.

Connected TV is catching on big time—in fact, CTV share in programmatic political advertising grew a whopping 280% from 2018 to 2020. And while CTV will come with a higher price tag leading up to Election Day—Basis’ Spring 2020 survey of political marketing organizations showed that eCPMs for CTV averaged 3.5X that of other platforms and devices—political marketers have determined that the emotional impact, targetability, and unskippability of CTV ads make it well worth the investment.

A channel that political advertisers aren’t tapping into, but probably should be? Digital audio. It was barely used in political ads in 2020 (in part due to platform-based limitations), but in 2022 it’s the fastest-growing category in digital advertising as a whole. Political marketers should consider the high-quality audiences offered by audio: long-time podcast listeners who have trusted relationships with hosts, for example, or Spotify—which now allows political ads, by the way—listeners who are completely engaged with audio entertainment as they commute or take care of household chores.