by Dennis Williams, Director of Sales at TEGNA
Last month, I spoke at the American Association of Political Consultants (AAPC) Sacramento Regional Conference on The Evolving Media Buying Landscape panel to share insights on how Connected TV or OTT advertising offers an entire new medium of opportunities for political advertisers.
Connected TV advertising was practically non-existent during the 2016 elections. Today, with nearly 200 million OTT viewers in 2018, Connected TV is TV. While there’s still more education needed in the political arena, savvy political consultants and media buyers are increasingly seeking OTT as an important part of their media mix for the midterm elections. The considerations for political campaign spending on OTT is like any media buy: the budget, the desired reach, demographics and targeting.
Here are three takeaways from the session:
Target the voters that matter with precision – There’s an entire generation of voters that will have never had traditional TV and they are becoming increasingly influential. To reach these so called cord-nevers and other voters that matter, political advertisers need to be armed with richer data. What makes OTT highly appealing for political campaigns is the ability for precision targeting. Working with a premium video ad network like Premion, you can leverage richer datasets to target voters by political affiliation, congressional district, income, education level and other interests.
Not all data is created equal – Audience segmentation in OTT is truly deterministic and addressable down to an individual level: Data can be collected on the true viewership level and matched back down to the individual person within a household through new technology. By using first party data, you get actual viewing habits unlike data that’s collected using lookalike models from attributes and interests, such as on Google and Facebook: this data may not reflect actual consumer habits but what they aspire to do or wish they did. Clearly, a viewer’s actions are stronger than their words when it comes to data.
The power of one-to-one relationships – One of the biggest strengths of OTT is that it connects advertisers directly to individual voters, a one-to-one approach. We know the person who is watching a specific program and what device they are using. In a high stakes political campaign, getting the right message out to sway undecided voters can literally make or break your campaign. As such, the ability to customize campaign messages depending on who is watching the content is invaluable.
Today, OTT is addressable: we can serve different ads to different voter segments watching the same programming. With the increasing sophistication in targeting, it’s clear that OTT will become table stakes in the media plan for every large scale political campaign.
How effective is your midterms media campaign? Let’s have a conversation.
If you’re attending this week’s TV of Tomorrow Show in New York City, we invite you to join us on Thursday, December 7 at 1:15pm for our panel discussion “Data-Driven Advertising: Hurdles and Opportunities.”
The panel will feature Premion President Jim Wilson and executives at the forefront of advanced TV advertising. Topics will include brand safety, blockchain, addressable, consolidation and more.
The new era of advertising is here. Consumer eyes are moving away from cable TV and towards OTT providers.
Premion President Jim Wilson shares insights on OTT and how Premion helps advertisers reach cord-cutters as they migrate away from traditional media outlets…
As we reflect upon the progress of 2017, there’s never been a more exciting time for the advancement and growth of OTT (over-the-top) content, advertising and related services.
Next week industry leaders will convene at NYC Television Week and the NAB Show New York to showcase the latest developments and thinking around the transformation of television.
Join us as we share our market perspectives on the future of OTT advertising at the following panels at next week’s events:
TV2020: Monetizing the Future @ NAB Show New York
Panel: OTT and Digital Opportunities
Wednesday October 18 | 3:15pm
Javits Convention Center, NYC
OTT monetization strategies, specialized for local TV broadcasters, will be the focus of our panel session. I’ll be joining a panel of experts to offer a leading-edge look at how TV station groups can drive OTT revenue strategies for 2018 and beyond.
Advanced Advertising Summit @ NYC Television Week
Panel: Video Everywhere
Wednesday October 18 | 10:50am
Sheraton Times Square
The dramatic shift in viewing behavior presents significant challenges to traditional TV business assumptions. I’ll be joining this panel to explore the advertising implications of these quickly mainstreaming forms of streaming TV/video viewing, as well as how marketers and programmers can benefit now and into the future.
Next TV Summit @ NYC Television Week
Panel: Redefining Television Advertising
Wednesday October 18 | 11:50am
Sheraton Times Square
What are the new technologies and trends that are shaping what’s next in branding and advertising? Our Brian Hunt will join this panel to share perspectives on the winning formulas for advertisers in meeting consumer expectations and share their view of what the TV advertising business will look like two years down the line.
There’s no denying that OTT has hit the mainstream, solidifying its place in the media plans of advertisers. But as OTT continues to grow at a rapid rate, what do advertisers need to know about integrating OTT into their broadcast buys?
TEGNA Marketing offers insights into the value of integrating OTT and TV advertising in your ad campaign:
If you’re still getting up to speed on Over-the-Top (or OTT), it’s time to catch up. OTT is an FCC term that refers to how consumers receive their primary video signal, meaning it’s “over the top of the cable/MVPD plant.” Almost 80% of U.S. consumers have OTT subscriptions and the average weekly time spent watching OTT is expected to increase to 18.9 hours by 2020. This represents a huge opportunity for marketers, and OTT ad revenues are forecasted to rise to $31.5 billion by 2018.
It’s not just Millennials watching, either. More than 60% of OTT viewers are ages 25-54, and as a whole, the OTT audience represents a mix of cord-shavers, cord-cutters, cord-nevers and cord-extenders—industry terms used to describe consumers’ cable subscription patterns. What does all of that mean? In addition to reaching those no longer viewing traditional linear TV (cord-cutters or -nevers), OTT reaches consumers who want to expand their options (cord-extenders or -stackers). In other words, OTT TV is not replacing their broadcast TV viewing but rather adding to their total video viewing time.
OTT has started to solidify its place in the media plans of advertisers. But what about TV advertising? Should you choose one over the other?