Running streaming TV ads can be a game-changer for political campaigns, especially for smaller ones with limited budgets. Over-The-Top (OTT) and Connected TV (CTV) advertising democratize TV advertising, making it accessible and affordable. This guide will show you how to effectively use streaming TV ads, from targeting voter files to practical applications across different campaign phases. We’ll also cover how to buy ads, budget considerations, and creating compelling OTT spots.
Democratizing TV Advertising for Smaller Campaigns
Affordable Access:
Traditional TV ads can be prohibitively expensive, often costing thousands for a 30-second spot. OTT/CTV offers a cost-effective alternative. Campaigns can now place ads on popular streaming platforms without the hefty price tag.
Viewership Statistics:
- Record High Usage: According to Nielsen’s May 2024 The Gauge report, streaming services accounted for 38.8% of total TV usage, surpassing both cable and broadcast television for the first time.
- Wide Reach: Millions of viewers are engaged with OTT platforms, providing a vast audience for political messaging.
Precise Voter File Targeting:
OTT/CTV platforms allow campaigns to upload voter files directly. This means you can deliver ads to specific households that match your voter list. This precision ensures your message reaches the right voters without wasting resources on broad demographic targeting.
Practical Applications for Campaign Phases
1. Awareness
The goal here is to introduce the candidate and build name recognition.
OTT/CTV Strategy:
- Run 15-30 second video ads on popular streaming services like Hulu, Roku, YouTube TV, and programmatic channels which include hundreds of streaming channels.
- Upload Voter Files: Use your voter list to target specific households in your district.
- Example: A state legislative candidate can run ads on Roku targeting viewers in their district who are registered voters.
2. Persuasion
This phase aims to sway undecided voters by addressing key issues and showcasing the candidate’s platform.
OTT/CTV Strategy:
- Use remarketing ads to target individuals who have previously visited your campaign website or engaged with your content.
- Content: Focus on key issues, endorsements, and testimonials.
- Example: If a voter visited your website to read about healthcare policies, they might later see a detailed ad on their smart TV explaining your healthcare stance.
3. Activation
The goal is to motivate supporters to act, such as voting or volunteering.
OTT/CTV Strategy:
- Run Get Out The Vote (GOTV) ads close to election day.
- Call-to-Action: Urge viewers to vote, provide polling location information, and highlight early voting dates.
- Example: Display ads on YouTube TV reminding viewers of the election date and encouraging them to vote.
How to Buy Streaming Ads With Majority Strategies
Purchasing streaming ads can seem complex, but partnering with an experienced agency like Majority Strategies simplifies the process. Here’s a step-by-step guide on how to buy streaming ads for your campaign through our expert services.
Step 1: Define Your Campaign Goals
Before purchasing ads, it’s crucial to understand what you want to achieve. Are you looking to build awareness, persuade undecided voters, or activate your base? Clear goals help tailor your strategy.
Step 2: Identify Your Target Audience
With OTT/CTV, you can precisely target specific voter segments. Provide us with your voter file, and we can upload this data to streaming platforms to ensure your ads reach the right households.
Step 3: Develop Engaging Ad Content
Work with our creative team to produce high-quality, engaging video ads. Our team will ensure your ads are visually appealing, have clear messaging, and include a strong call-to-action.
Step 4: Choose the Right Platforms
We help you select the most effective streaming platforms for your campaign. Popular platforms include Hulu, Roku, YouTube TV, and programmatic channels that offer ads across various streaming services.
Step 5: Launch and Monitor Your Campaign
Once your ads are ready, we handle the launch and monitoring. We provide real-time analytics to track your campaign’s performance and make adjustments as needed to maximize impact.
Step 6: Optimize and Adjust
Based on the performance data, we continuously optimize your ads to improve results. This includes tweaking targeting parameters, adjusting ad content, and reallocating budget to the most effective platforms.
Budget Considerations
Cost-Effective Spending:
A good media spend for a state legislative race can vary, but a starting budget might look like:
- $5,000-$10,000 for initial awareness phase.
- $10,000-$20,000 for the persuasion phase, focusing on detailed issue ads and endorsements.
- $5,000-$10,000 for GOTV efforts close to election day.
Video Production Tips for Effective OTT Spots
- Keep it Short and Engaging:
- 15-30 second ads are ideal.
- Get to the point quickly; grab attention within the first 5 seconds.
- High-Quality Visuals and Sound:
- Invest in good lighting, clear audio, and professional editing.
- Strong Call-to-Action:
- Every ad should have a clear call-to-action, such as visiting your website, signing up for updates, or reminding viewers to vote.
- Consistency:
- Maintain a consistent visual and messaging style across all ads to reinforce your campaign branding.
Conclusion
OTT/CTV advertising offers smaller campaigns a powerful tool to reach voters effectively and affordably. By leveraging advanced targeting, remarketing, and strategically crafted video content, campaigns can maximize their impact across all phases—Awareness, Persuasion, and Activation. Embrace OTT/CTV to ensure your message resonates with the right voters at the right time. We can help you make the most of your campaign budget and achieve your goals.
For expert assistance in crafting and executing your OTT/CTV strategy, contact the Majority Strategies team today.