All political advertisers know that they can access a myriad of platforms to reach their intended audiences, but such ubiquity comes with its own nuances. With so many options, however, advertisers often consider other options to maximize campaign impact while minimizing cost.
Connected TV (CTV) advertising offers perhaps the most compelling and persuasive avenue for political advertising to address this problem. Not only does CTV leverage the largest screen in the home, but it also represents a leaned-in user experience where voters are engaged in the content they are consuming.
“The challenge for political advertisers is selecting the right partner to help them achieve their intended results, especially in light of the vast multitude of sources for inventory,” says Matthew Dybwad, senior account executive at Xandr.
“Let’s say you wanted to place ads on The Discovery Channel during Shark Week,” says Dybwad. “Discovery can offer inventory directly on its app—but so can Sling, Roku, and select internet service providers. So, from an inventory sourcing standpoint, CTV can be extremely complicated for an individual buyer—and it’s nearly impossible to figure out where the inventory comes from.”
In fact, device manufacturers only control about 15% of the total inventory that flows through their device. For those seeking a centralized “one-stop-shop” solution, political advertisers should consider platforms that invest in video content metadata, for instance.
Utilizing CTV doesn’t mean buyers must now become app-bundling, ID-targeting experts. Instead, smart buyers partner with platforms that have already sorted out Supply Path Optimization (SPO), and offer efficient access to inventory at scale. These types of solutions offer political marketers the tools needed to find the right audiences with the right inventory at the right time, from a CTV standpoint.
From a competitive perspective, programmatic advertising represents a holistic approach allowing buyers to find everything in one place. Ultimately, CTV seeks to address this problem by saving time and cost, while simultaneously enhancing a buyer’s ability to efficiently and effectively reach their desired strategic political audiences.
To learn more please connect with Xandr’s team of political experts at political@xandr.com
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Not only does Connected TV leverage the largest screen in the home, but it also represents a leaned-in user experience where voters are engaged in the content they’re consuming.
