Transforming down-ballot campaigns with contextual advertising and CTV

0 3 minutes read

Transforming down-ballot campaigns with contextual advertising and CTV

Sponsored by Seedtag • October 29, 2024 •

A tv with a 'ballot' going in from the top. The screen is blue and red representing the democratic and republican parties. The image represents political advertising using CTV, contextual and geo targeting.

Kara Ullmann, head of political, U.S., Seedtag

As the presidential election dominates headlines and airtime, it’s easy to overlook the races that happen further down the ballot. Yet, these congressional, gubernatorial and local elections can significantly impact voters’ everyday lives. When reaching and persuading voters in these smaller, often more targeted races, contextual advertising and connected TV enable these campaigns to gain traction.

With geo-targeting capabilities, issue-based contextual intelligence and the immersive nature of video content, CTV, in particular, offers a strategic advantage for political campaigns, especially in the critical final weeks before election day.

Geo-targeting provides more than just location insights

For down-ballot candidates in tight races, particularly in small districts, one of the most significant challenges is reaching a specific set of voters with limited resources. Unlike national campaigns, which have the luxury of broad, scattershot approaches, down-ballot campaigns must be hyper-focused, maximizing every dollar spent. This is where CTV shines. Campaigns can use geo-targeting to pinpoint voters in precise locations, delivering tailored messages that resonate with local issues.

Geo-targeting isn’t just about geography — it’s about understanding the cultural, social and political dynamics of a specific region. In the weeks leading up to an election, voters become more engaged with the news cycle, and their interests and concerns shift as key events unfold. The nature of video content captures viewers’ attention, making it especially impactful in the critical weeks of a campaign.

CTV’s contextual intelligence capabilities allow campaigns to track what issues voters are engaging with, such as climate change, immigration or women’s reproductive rights. This data can shape highly relevant messaging that speaks directly to the concerns of undecided or underrepresented voters in key districts.

Contextual data is crucial to reaching first-time and undecided voters

First-time voters represent one of the most challenging groups for political campaigns to engage, particularly those young people who are newly eligible to vote or haven’t yet participated in an election. College students, for instance, often lack registration data and can be hard to target with traditional methods. Similarly, young men, who tend to have lower voter turnout rates, represent a critical but elusive demographic that could sway results.

CTV campaigns using contextual intelligence can help reach these groups by identifying behaviors and interests that correlate with key issues. For example, a young person who frequently watches content related to nature and the outdoors may be more receptive to a message about climate change policy. By utilizing first-party voter data and contextual insights, campaigns can target these hard-to-reach voters with personalized ads that connect with their unique interests and concerns.

Moreover, down-ballot campaigns can leverage the same technology to reach undecided voters. Using a combination of voter files and contextual data, campaigns can deliver messages that address the issues these voters care about most. The flexibility of CTV allows for a full media strategy tailored to specific segments, offering a compelling alternative to the one-size-fits-all approach of traditional political advertising.

CTV’s immersiveness helps campaign messages stick

One of the reasons CTV is so effective for political campaigns is that it engages more of the senses than other forms of media. TV and video ads combine visual and auditory elements, which can create stronger emotional connections and better recall for voters. This is especially important for issue-based advocacy, intending to inform, persuade and motivate action.

When a voter watches a political ad about inflation on CTV, for example, they’re not just seeing a statistic on a webpage — they’re hearing the urgency in a candidate’s voice, watching charts and graphics on their screen and perhaps even thinking about what’s motivating their vote. This multisensory experience can make policy positions more memorable, helping voters form a lasting connection with the candidate or cause being promoted.

In the high-stakes environment of a political campaign, where most advertising budgets are spent in the six weeks leading up to election day, this kind of impact is crucial. CTV offers the ability to deploy ads quickly and flexibly, allowing campaigns to respond to breaking news or emerging voter concerns in real time.

In an era where political advertising is becoming increasingly fragmented, CTV provides a unique opportunity to cut through the noise and deliver compelling, targeted messages to the voters who matter most. For down-ballot candidates and issue advocacy groups, the ability to harness this technology could mean the difference between winning and losing on election day.