Don’t Play it Safe and Expect to Win: What to Know about OTT Advertising this Fall

With just a few weeks remaining until the November midterms, political campaigns are ratcheting up their spend on the projected $9.7 billion in political ad spending this cycle — and more ad dollars are flowing to valuable ad-supported streaming TV as political marketers realize that streaming TV has become essential to reach and win over voters.  

In fact, a new 2022 CTV/OTT survey finds that more than 4 in 5 advertisers believe that OTT’s value is greater than, or equal to, that of primetime TV, with 2 in 5 saying OTT is more valuable.

According to Nielsen, in June streaming made up more than one-third of all U.S. television consumption — and 63 percent of Americans are currently subscribed to ad-supported streaming services, either paid or free, per Piplsay Research.

In the brief actionable video above, Keith Norman, Head of Political Advertising at Premion, shares a cautionary tale about playing it safe and doing the same things that worked before in the Fall —and expecting to win.  

Political ad strategists and media buyers from both sides of the aisle have embraced OTT in their political media plans. Precision audience targeting, benefits of TV with digital capabilities, and extending reach of linear are the top reasons why strategists are spending on OTT this cycle. Additionally, securing quality OTT impressions is a top priority for 85 percent of strategists, recently surveyed by Campaigns and Elections, who expect an OTT inventory squeeze as we near the end of the cycle

Watch the video for key takeaways on what to know about OTT advertising in these critical final weeks before Election Day, including:  

—Where video inventory is squeezed in several key states, markets and districts
—Why OTT provides efficient video options for buyers
—The importance of working with the right OTT providers to achieve precision targeting and outcomes-based measurement goals 
—How to mitigate OTT ad fraud and ensure ROAS
—Optimizing OTT + Linear TV for unique and extended reach