Election Season and the CTV Advantage
As we approach the 2024 election season, the advertising landscape becomes more challenging. The influx of political ads can cause ad fatigue among viewers, with 23% of Americans reporting annoyance with political ads. However, this sentiment doesn’t necessarily extend to brand ads. In fact, 37% of viewers say that political ads make them pay more attention to non-political advertisements.
This highlights a unique opportunity for brands to leverage Connected TV (CTV) as a powerful medium. CTV offers advertisers the chance to stand out amidst the political noise, capturing the attention of audiences who are more receptive to engaging, non-political content during this period.
Navigating the Election Cycle with CTV
While election cycles can lead to competitive bidding and increased ad prices, particularly in swing states, brands should not retreat from advertising. Instead, they need to adopt a strategic approach. CTV allows brands to achieve this by offering a blend of targeted reach and diverse content options. Programmatic advertising on CTV enables brands to deliver precise, contextually relevant ads that resonate with viewers.
Programmatic Advertising: The CTV Edge
Programmatic technology on CTV provides a strategic edge for advertisers during election seasons. Platforms like The Trade Desk and Google Display & Video 360 have harnessed programmatic to offer both scale and specificity, reaching audiences effectively even in a crowded ad space.
- The Trade Desk (TTD) leverages content transparency and audience-based buying across CTV channels, helping advertisers understand campaign performance through tools like the Quality Reach Index.
- Google Display & Video 360 uses AI and first-party data to reach 92% of connected TV households in the U.S., allowing for both broad and niche targeting.
This advanced targeting enables brands to maintain their advertising presence without being overshadowed by political ads, ensuring their message reaches the right audience.
Data and Measurement in CTV Advertising
Measurement and data are crucial in understanding how CTV campaigns perform during politically charged periods. Tools offered by platforms such as FreeWheel and Innovid provide valuable insights into campaign effectiveness. FreeWheel’s Beeswax platform, with its machine-learning solutions, optimizes campaign performance, while Innovid’s integration with Nielsen ONE offers comprehensive cross-media ad measurement.
Siprocal’s Role in Navigating CTV During Political Seasons
Siprocal is committed to helping brands navigate the complex CTV landscape during election seasons. By leveraging first-party data and programmatic technology, Siprocal enables advertisers to target audiences with precision, ensuring their campaigns remain impactful amidst the clutter of political advertising.
With our expertise, brands can achieve the right mix of mass appeal and niche targeting, maximizing engagement and performance.
Why Programmatic Matters: Insights from IAB
The IAB Video Ad Spend and Strategy Report emphasizes the value of programmatic advertising in CTV. Programmatic is now the go-to method for CTV activation, driven by its ability to offer efficiency, ROI, and functionality. Key insights include:
- Balanced Activation: Programmatic CTV sees an even distribution between open exchanges/RTB, PMP/preferred deals/programmatic guaranteed, and ad networks, highlighting its adaptability.
- Performance-Focused: Advertisers are increasingly focusing on performance metrics, using programmatic tools to optimize and measure campaigns across multiple platforms.
- Widespread Adoption: Interest in alternative currencies and programmatic’s ability to streamline transactions further underscores its importance in the current advertising landscape.
Thriving in a Politically Charged Environment with CTV
The tension of election seasons brings both challenges and opportunities for advertisers. With CTV and programmatic technology, brands can strategically position their ads to cut through the noise and engage audiences effectively. Siprocal’s expertise in CTV helps brands navigate these complexities, offering tailored solutions that drive meaningful results even during the most competitive periods.
By understanding viewer behavior and leveraging programmatic advertising, brands can maintain their presence and continue to thrive, ensuring their messages resonate with audiences amidst the political landscape. CTV is not just a platform for video content; it’s a strategic tool for advertisers to reach their audience in meaningful ways during election cycles and beyond.
Author: Max Gideon – VP of CTV Advertising Operations at Siprocal
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