Linear television has long been the basis of successful political advertising campaigns in television media. Yet in recent years the television landscape has exploded, so much so that the very definition of television itself has changed. TV support now crosses all screens. This is a powerful and growing opportunity for all political marketers.
Continuing the trend of recent cycles, OTT and Connected TV (CTV) are once again at the center of this season’s political media planning ticket, both regionally and nationally. According to research by Kantar, projected U.S. political ad spending for the 2022 midterm elections will reach $7.8 billion, including $1.2 billion spent on OTT and CTV ads. If you haven’t seized this opportunity, may 2022 be the season to do so.
Just as the television landscape has evolved, the strategy and composition of political television advertising campaigns must also evolve in order to seize the opportunity presented by this maturing landscape. The first imperative for political marketers and their agencies is to conceptually embrace the idea of a holistic multi-screen campaign.
The American television consumer now watches what he wants, at any time of the day, on any type of screen, live or in streaming. This is not shocking information. This level of access and options has become the dominant public expectation. Thus, a multi-screen approach is essential to have eyes and ears on your candidate or your cause. In other words, in addition to linear TV, OTT, CTV, addressable TV, video on demand (VOD) and other digital elements should be considered part of the ticket.
At the most fundamental level, this involves changing the way media is purchased, planned, delivered and ultimately consumed, all while relying on consumer intelligence. Fortunately, available technologies allow political marketers to align with and profit from this incredibly dynamic presumptive pattern of consumption.
There is a lot to plot and consider here. As a starting point, we could look at a basic question, which we will discuss in our upcoming eMarketer Tech-Talk webinar: how to plan a national or regional political campaign and make informed decisions about where best to put your advertising dollars, screen by screen ?
It all starts with the audience, and budget is always a consideration. For a successful outcome, especially when planning across multiple screens, careful and efficient planning and careful selection of partners is essential. As we’ll discuss in our webinar, initial research and audience universe reach is critical to an effective (and profitable) future plan. Your universe will be defined by understanding where, when and how (including mode, time of day and screen) your target audiences consume visual media content.
It is important to be rigorous about how you define and adapt your universe. Without a doubt, quality data and partners with strong multi-screen capabilities are key to ensuring you’re spending where the monitoring is happening and to optimizing the behavior you observe.
— Randi Langford, Vice President, Programming, Policy and Interconnect Sales, New York Interconnect (NYI)