OTT & Political Advertising: Lessons From The 2018 Midterms
•
0 likes•165 views
In the win-or-go-home world of political advertising - where $5.2 billion was spent last election - data drives every decision. A GOP media buyer shows how political buyers incorporate OTT into media plans, leverage voter data, and measure effectiveness in the midst of an intense campaign. Plus, learn how new media mix optimization tools can determine the screen mix between linear TV, digital, and OTT. And delve into campaign case studies for tips on how political advertising is setting the bar for OTT adoption.
Recommended
Recommended
More Related Content
Similar to OTT & Political Advertising: Lessons From The 2018 Midterms
Similar to OTT & Political Advertising: Lessons From The 2018 Midterms (20)
More from MediaPost
More from MediaPost (20)
Recently uploaded
Recently uploaded (20)
OTT & Political Advertising: Lessons From The 2018 Midterms
- 1. POLITICAL ADVERTISING LESSONS FROM THE MIDTERMS SHARON LAUFFER AHO MEDIA DIRECTOR, OTT BRABENDERCOX
- 4. 1 Reaches the cordless WHY POLITICAL LOVES OTT
- 5. WHY POLITICAL LOVES OTT 1 Offers increased frequency to high value target audiences2 Reaches the cordless
- 6. KEVIN STITT FOR GOVERNOR “HOMEWORK”
- 7. Richmond Kings Queens New York Nassau Bronx Suffolk Rockland Westchester Putnam Orange ivan Dutchess Ulster CD 1 WHY POLITICAL LOVES OTT 1 3 Offers increased frequency to high value target audiences2 Answers the efficiency problem - especially in expensive markets Reaches the cordless
- 8. WHY POLITICAL LOVES OTT 1 3 Breaking down the walls between traditional and digital Offers increased frequency to high value target audiences2 Answers the efficiency problem - especially in expensive markets 4 Reaches the cordless
- 9. THE POLITICAL BUYING PROCESS Custom Audience Screen Time Analysis
- 10. THE POLITICAL BUYING PROCESS 20% 40% 60% 80% 100% Evansville DMA 5% 7% 11% 44% 33% Broadcast TV Cable TV CTV Preroll Social $0 $10 $20 $30 $40 $50 $60 $70 Broadcast Cable CTV Preroll Social % Spend by Screen $/TRP by Screen
- 11. THE POLITICAL BUYING PROCESS BENCHMARK POLLING & MESSAGE TESTING VOTER FILE MODELING DEVICE ID & MATCHING CREATIVE DEVELOPMENT ADS SERVED TO EACH AUDIENCE GROUP
- 12. CASE STUDY Susan Brooks for Congress (Indiana) FOUR CREATIVE MESSAGES TO FOUR DIFFERENT AUDIENCES Support for Law Enforcement Improved Services for Veterans Opioid Addiction Awareness & Prevention Improved Access to Mammograms
- 13. SUSAN BROOKS FOR CONGRESS “EARLY DETECTION”
- 15. Tough Lessons from the 2018 MIDTERMS … Expanded targeting way beyond my CUSTOM AUDIENCE.
- 16. Tough Lessons from the 2018 MIDTERMS … OTT actually STINKS if the planners and the creatives still aren’t talking.
- 17. TERA KLUTZ FOR AUDITOR “PUMPED UP”
- 18. Tough Lessons from the 2018 MIDTERMS … It’s a FACT that FRAUD EXISTS IN OTT but everyone ignores it.
- 19. Tough Lessons from the 2018 MIDTERMS … In the countdown to Election Day, PACING issues haunted my sleep.
- 20. Tough Lessons from the 2018 MIDTERMS … Actually, no, data ISN’T EVERYTHING.
- 21. “SAVE THE DAY” PRODUCED BY JOSS WHEDON (SEPT 2016)
- 22. s “SAVE THE DAY RESPONSE” PRODUCED BY BRABENDERCOX (SEPT 2016)
- 23. POLITICAL ADVERTISING LESSONS FROM THE MIDTERMS SHARON LAUFFER AHO MEDIA DIRECTOR, OTT BRABENDERCOX
- 24. POLITICAL ADVERTISING LESSONS FROM THE MIDTERMS SHARON LAUFFER AHO MEDIA DIRECTOR, OTT BRABENDERCOX