Show notes
Every election cycle turns the media market into a pressure cooker. Inventory tightens. Costs rise. And political campaigns have one hard deadline: election day.But commercial brands still have to compete for attention in the same market.In this episode of Built for Brand, Greg Wise sits down with Tyler Goldberg, Director of Political Strategy at Assembly Global, to unpack what a projected $11.5 billion political advertising cycle means for every marketer planning media in 2026. Tyler explains why linear TV continues to dominate political spending, how competitive intelligence shapes channel decisions, and why brands cannot afford to wait until election season to secure inventory.Greg and Tyler also explore the missed opportunity in out-of-home, which receives only a fraction of political budgets despite its ability to reach voters in unexpected places, support more dynamic creativity, and build attention beyond saturated digital channels.Key Takeaways:Why commercial brands need to plan around political spending before media inventory becomes more expensive and difficult to secureHow transparent competitive spending data keeps political budgets concentrated in linear TV, radio, and familiar channelsWhy out-of-home could give campaigns more creative freedom, stronger contextual relevance, and a better way to manage ad fatigueIf you are planning media in 2026 and think election spending is someone else’s problem, this episode will change how you look at the calendar.Highlights:(00:00) Meet Tyler Goldberg(01:14) Reacting to the Friends-inspired billboard(04:14) What commercial marketers can learn from political media(09:59) Why competitive data drives political ad spending(12:10) Why linear TV still wins political budgets(14:37) Political advertising’s missed OOH opportunity(18:07) What keeps political campaigns from buying OOH(21:06) Why more creative prevents ad fatigue(25:22) What makes a political ad unforgettable(28:36) Why OOH creates more creative freedomResources:Tyler Goldberg on LinkedIn: https://www.linkedin.com/in/tyler-goldberg-62088a36/ Check out Assembly Global: https://www.assemblyglobal.com/ Follow Greg on LinkedIn: https://www.linkedin.com/in/gregwise/Follow OneScreen on LinkedIn: https://www.linkedin.com/company/onescreen-ai/Subscribe to OneScreen on YouTube: https://www.youtube.com/@onescreenai Created in partnership with Share Your Genius: https://shareyourgenius.com/