3 Essential Political CTV Strategies as Election Day Nears

Author: Al Behmoiras, Head of Political Sales, Premion & Todd Novick, Head of Political Sales, TEGNA.

As we enter the final stretch of election season, political ad spending is reaching record heights across national, state, and local campaigns — and AdImpact  recently revised its projections, forecasting total political media spending to surge to $10.7 billion, up from the earlier estimate of $10.2 billion.

Amid this ad spending frenzy, Connected TV (CTV) has become an essential component of the political media mix. Its precision targeting, which spans zip codes, DMAs, interests, and behaviors, along with advanced measurement capabilities, makes CTV a highly efficient media buy—particularly crucial for campaigns aiming to influence swing states and undecided voters. This year, digital political ad spend is projected to hit $3.46 billion, with 45% allocated to CTV—a significant increase from the 19% directed to CTV in 2020, according to eMarketer.

Subsequently, the surge in political spending is intensifying competition for premium CTV inventory. Here’s what political advertisers should consider to create an impactful CTV campaign that delivers personalized messages to a highly engaged and valuable streaming audience.

Reserve CTV Inventory Early

The spike in political ad spending is likely to create inventory constraints, making it crucial for campaigns to reserve CTV inventory early. Securing inventory in advance provides a competitive edge by increasing the likelihood that ad budgets will deliver in full as we approach September, October, and November’s election day.

Many campaigns are increasingly focusing on first-party list matches by leveraging voter files, donor lists, and supporter information to target smaller, more precise audience segments. When relying on these smaller lists, early reservations become even more critical to ensure access to impressions while they are still available. An effective strategy may involve combining first-party list matches with third-party audiences, such as swing or independent voters. This dual-targeting approach helps campaigns expand their reach and better influence key voter blocks. With some of the walled gardens not offering first-party list matching, making early reservations is even more important for a successful CTV campaign.

Embrace Programmatic Buying for Greater Flexibility and Cost Efficiency

Access to programmatic buying for political campaigns has grown significantly this election cycle. According to our recent survey by Campaigns & Elections, over half (57%) of political advertisers prefer to purchase CTV/OTT inventory programmatically, compared to just 26% who favor direct purchases. This shift highlights the growing appeal of programmatic buying, which offers agencies greater flexibility and control over political ad campaigns. Programmatic buying facilitates real-time optimization, allowing agencies to adjust campaigns directly rather than relying on third-party vendors.

Collaborate with Premium Providers for Expansive Reach and Scale

Given the high demand for premium CTV inventory and the risk of not getting budgets delivered in full in a crowded political ad market, political advertisers need to secure quality, brand-safe inventory at scale. Since availability varies across providers, it’s crucial to diversify your approach. Agencies should adopt a multi-faceted approach to activating CTV campaigns, combining programmatic buying with managed services. Partnering with a reputable provider that has extensive direct connections to premium inventory can streamline media buying and provide the necessary reach and scale. This strategy streamlines the process with a single buy, a cohesive campaign plan, and unified reporting.

In the high-stakes 2024 election cycle, CTV has emerged as a crucial medium for reaching and persuading voters. No longer merely an add-on, CTV is now a central element of every political campaign’s media strategy. Embracing CTV’s data-rich capabilities is not just advantageous but essential for crafting effective, engaging, and winning campaigns. In battleground states, where every vote matters, leveraging CTV effectively could make all the difference in swaying the outcome.

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