Political campaigns are turning to addressable TV advertising to complement their traditional linear and digital ad buys, allowing them to target specific households with tailored messages.
“Addressable gives them the opportunity to match that test different creatives with predictable household data or their own data to really make sure their message is landing in the way they want it to,” says Chris Vail, VP, Political Sales, Effectv, in this video interview with Beet.TV.
While 38% of all available ad impressions are now available on connected TV (CTV), only 25% of those impressions allow political advertising due to targeting restrictions.
Matching Data for Precise Targeting
“It becomes an education conversation. First, we have to tell our advertisers and understand what their goals are to make sure that they’re buying that in the right frequency and in the right mix,” Vail says.
Addressable TV allows political advertisers to bring their own data and match it against household data in a privacy-centric way.
“If they have 35 plus women who vote habitually democratic, they can have that data matched against our household data… that allows ’em to say, with pretty good certainty that this is the audience we want to talk to,” Vail explains.
Effectv’s new suite
Vail’s comments came as Effectv launched a suite of capabilities for political advertisers in 2024:
- New political audience segments, including partisan and donor attributes.
- Innovative campaign-building tools. Expanded capabilities of LENS, a cross-platform ad analytics solution, including a custom suite of solutions for political advertisers, audience heatmaps across networks & dayparts and competitive analysis.
- Brand lift insights including viewer response to awareness, familiarity, recall, affinity, and intent, through a partnership with Dynata.
- Enhanced campaign reporting and insights including on a geographical basis.
Effectv services political advertisers at all levels, from mayoral races to presidential campaigns. Addressable TV is recommended as a complement to linear or streaming buys, allowing campaigns to test different messages with more segmented audiences.
“On the presidential side, everybody needs a right-sized solution. So addressable becomes a very good compliment to either a linear or streaming buy,” Vail notes. The recommended addressable spend is 10-20% of the overall ad budget.
Testing Creative for Maximum Impact
One of the key benefits of addressable TV for political campaigns is the ability to test different creative executions simultaneously with hyper-segmented audiences.
“They can run those types of advertising messages that have historically proven to be successful. Put on top of that a different message for a subset of the advertiser target or test a more aspirational message at the end of a cycle or get out the vote message while they’re running their general market message in the market as well,” Vail explains.
As the election cycle progresses and inventory tightens in battleground markets, addressable TV will allow campaigns to double down on the precise audience targeting they need to reach voters and drive results.
You’re watching “Road to the Election 2024,” a Beet.TV Leadership Series, presented by Effectv. For more videos from this series, please visit this page.
