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In today's rapidly evolving digital world, political candidates are constantly seeking innovative ways to connect with voters. One method that has gained significant traction is advertising through Connected TV (CTV). As more people cut the cord and turn to streaming services for news and entertainment, CTV offers a unique opportunity for political campaigns to reach targeted audiences with unprecedented precision and flexibility.
Join us as we outline the steps political candidates can take to launch an effective CTV advertising campaign, along with an overview of the costs and benefits involved.
Understanding Connected TV Advertising
Before diving into the how-to, it's important to understand what Connected TV is and how CTV advertising works. Connected TV refers to any device that can connect to the internet and access content beyond what is available via the traditional cable or broadcast providers. This includes smart TVs, mobile devices, apps and devices like Roku or Amazon Fire TV, and gaming consoles that stream digital content.
These devices and services allow viewers to choose from a variety of content that can be curated to suit their viewing habits and content preferences. They also allow political campaigns to benefit from user data that can be leveraged to refine and target specific segments of the population.
This makes strategic advertising by demographic and other metrics easier and more cost-effective than paid advertising on more traditional platforms like radio and cable television, which depend on who is watching or listening at the time.
As with any platform, this form of advertising has its advantages and drawbacks:
Benefits of CTV Advertising for Political Campaigns
Targeted Advertising: CTV platforms offer sophisticated targeting options based on demographics, voter interests, and even political affiliations, allowing campaigns to tailor messages to specific voter segments.
Measurable Impact: Unlike traditional TV ads, CTV advertising provides detailed analytics on viewer engagement, helping campaigns optimize their ad spend and messaging.
Flexible Budgeting: With CTV advertising, campaigns can start with smaller budgets and adjust as needed, making it accessible for candidates at all levels.
Increased Engagement: CTV ads are typically non-skippable, leading to higher engagement rates compared to other digital advertising formats.
Location-Based Advertising: Content can be hyper-targeted to specific audiences in different geolocations (e.g. rural, urban, suburban) based on user IP addresses.
The analytics also provide near real-time feedback and seamlessness, so you’re able to access more dependable information about who is interacting with your content, when, and how, even when they’re viewing it on different devices. This provides more granular details to help refine and redirect political ads.
Best of all, your content can be automated to air at specific times for superior optimization and reach.
Downsides of CTV Advertising for Political Campaigns
As with any form of advertising, there are going to be a few drawbacks. First of all, the ads aren’t always clickable, which limits analysis on click-through and bounce rates. Then, there is the issue of ads intruding on news or entertainment content. This can be easily solved by using frequency caps that limit the amount of times an ad runs.
The cost of producing and placing high-quality video content can be hard on marketing budgets, especially for independent candidates. It’s important to do a cost-benefit analysis to see where CTV fits in with your campaign budget and goals.
The Reach of Connected TV
According to research compiled by Forbes, 88% of U.S. households subscribe to at least one steaming service, accounting for just over 38% of all content viewing. What’s more, eMarketer reports that Connected TV usage in the United States is expected to grow, especially among older viewers. Gen Z and Millennial viewership is around 110 million.
As of 2023, the demographic breakdown of users on streaming services was as follows:
Gen Z: 57%
Millennials: 62%
Gen X: 43%
Boomers: 24%
The best way to keep within your campaign budget and obtain maximum reach and impact with CTV advertising is to follow some simple best practices:
Understand your audience. Where do they live and what are their pain points?
Use platforms that include detailed user analytics. Not all CTV advertising platforms are created equally.
Make your content interactive whenever possible. People engage more when they can take action rather than passively viewing.
Practice cross-platform integration. Viewers tend to begin an action on one device and follow up on another.
Use frequency caps to avoid viewer fatigue.
Include a clear CTA. Viewers need to know what you want them to do with the information they consume.
A Step-by-Step Guide to Launching a CTV Advertising Campaign
Now that you understand the benefits and best practices, it’s time to put your CTV political campaign into motion:
Step 1: Define Your Campaign Objectives and Target Audience
Start by clearly outlining your campaign goals (e.g. raising awareness, voter registration drives, fundraising) and identifying your target audience. Use voter data and analytics to understand the demographics, interests, and viewing habits of your ideal voters.
Step 2: Choose the Right CTV Platforms
Research various CTV platforms to find those that align best with your target audience's preferences. Consider platforms like Hulu, Roku, and YouTube TV, which offer robust targeting options and diverse content.
Step 3: Create Compelling Ad Content
Develop high-quality video ads that resonate with your target audience. Focus on clear, concise messaging that communicates your campaign's values and objectives. Don’t be afraid to make a personal appearance in your ads, perhaps with family or interacting with voters. Consider hiring a professional video production team to ensure your ads are polished and impactful.
Step 4: Set Up Your Advertising Campaign
Work with the chosen CTV platforms or a digital advertising agency to set up your campaign. This involves selecting targeting options, setting budgets, and scheduling your ads. Be prepared to provide detailed targeting criteria based on your campaign objectives.
Step 5: Launch and Monitor Your Campaign
Once your ads are live, continuously monitor their performance through the platforms' analytics tools. Pay close attention to metrics like impressions, click-through rates, and conversion rates to gauge the effectiveness of your ads.
Step 6: Optimize Your Campaign
Use the insights gained from your analytics to refine your targeting, creative content, and budget allocation. Continuous optimization will help maximize your return on investment and campaign impact.
Expected Costs
The cost of CTV advertising varies widely depending on factors like the chosen platforms, target audience size, and campaign duration. On average, CTV ad costs can range from $20 to $40 CPM (cost per thousand impressions), depending on the platform and CTV ad company.
It’s also possible for political campaigns to receive customized pricing, which can either increase due to high demand during election seasons or decrease based on negotiations and package deals.
Boost Your Voter Outreach Strategy
Connected TV advertising offers political campaigns an innovative way to reach voters with precision and effectiveness. By following the steps outlined in this guide and leveraging the benefits of CTV, candidates can enhance their visibility, engage with voters on a personal level, and drive campaign success in the digital age.
Remember, the key to successful CTV advertising lies in understanding your audience, crafting compelling messages, and continuously optimizing your campaign strategy based on data-driven insights.
Another way to track campaign data and refine your approach to voter outreach is to use Good Party’s AI Campaign Manager. Our free suite of tools lets you create custom campaign content, track engagement and canvassing efforts, and mobilize your volunteer force.
Contact us to talk to a campaign expert and book a free demo of the AI Campaign Manager today.
Photo by Erik Mclean on Unsplash
