Full Guide: How to Use OTT to Bolster a Political Advertising Campaign
OTT platforms are becoming an increasingly popular way for businesses to advertise. Political advertising is more important than ever in the digital age. And with the rise of over-the-top (OTT) services, there are more opportunities overseen by political consulting firms to reach potential voters.
In this complete guide, we’ll walk you through how to use OTT to bolster your political advertising campaign. We’ll cover everything you need to know, from effective targeting to cost-effective delivery! So read on for all the details.
Can Get an Opportunity to Engage with Voters
The experiments with interactive advertising have produced exciting results in the realm of politics. In one example, a political consulting firm worked with an interactive agency to develop an OTT ad that encouraged people to register to vote. The ad was targeted at first-time voters and featured a character who asked viewers questions about voting. The ad then provided information about how to register. As a result of the ad, the number of people who registered to vote increased by 25%.
This example demonstrates the power of OTT advertising to engage with viewers. By providing an interactive experience, the ad captured people’s attention and encouraged them to take action. Additionally, the ad was targeted at a specific audience (first-time voters), making it more effective. By integrating OTT into their media mixes, advertisers can reach specific audiences with tailored messages. Whether it is a fundraising initiative, encouraging people to register to vote, or increasing name recognition, OTT provides opportunities to engage with voters more personally.
Target Audiences Through OTT
Political campaign strategies target the same 18–49 year old demographic as they have for decades, but how they are targeting them has changed. OTT platforms have given campaign strategists a new toolkit to work with as they seek to reach these voters who are spending more and more time on their connected devices.
OTT offers political advertisers several advantages, including the ability to:
- Reach voters across all devices
OTT platforms offer campaign strategists the ability to reach voters on any connected device, including TVs, laptops, tablets, and smartphones.
- Precise targeting
OTT allows for more precise targeting than other digital platforms, such as display or social media. For example, campaign field organizers can target voters by age, gender, location, interests, and even voting history.
- Flexible budgeting
OTT platforms offer campaign strategists flexibility when budgeting for their political advertising campaigns.
- In real-time
OTT allows campaign strategists to target voters in real-time, which is essential for responding to the breaking news or last-minute changes.
Messaging and topics can be targeted to the audience multiple times on different OTT platforms throughout a campaign to ensure that the message is getting through. In addition, the same content can be repurposed and reformatted to fit the specific requirements of each platform.
To Focus on Quality of CTV Campaigns
Because of the continuous evolution of the OTT landscape, it is more important than ever for political campaign strategists to focus on the quality of inventory when planning their CTV campaigns. However, they also need to consider that quality issues differ between desktop and mobile environments. This will impact how they measure the success of their OTT campaigns.
Political advertisers should monitor the after impressions on inventory quality and the invalid traffic affecting CTV campaigns. It is also essential to consider that not all OTT platforms are created equal. Each platform has its own unique set of features and benefits that need to be taken into account when planning a CTV campaign.
Also, they need to consider that no obscure or app infringing or unsafe content on anyone’s privacy is posted. Finally, they need to focus on ad creativity and placements that resonate with voters. All impressions should be viewable and of high quality, essential for meeting campaign objectives.
The Bottom Line
Political advertising has always been a tricky business. You want to get your message out there, but you don’t want to offend anyone or look like you’re trying too hard. So, you might be wondering what is the correct way to convey the message of your political campaign and how can you make it more effective? The answer is OTT advertising.
As you already saw, with the advent of OTT platforms, there’s no excuse not to go all-in on your political advertising campaign. These digital modes are perfect for getting your message and attracting millennial voters. So what are you waiting for? Start planning your next ad campaign, and use OTT as one of your primary channels.