As the 2024 U.S. elections heat up, Connected TV is poised to dominate the advertising landscape. With its ability to combine TV’s expansive reach with the precision of targeting, CTV advertising offers political campaigns an unmatched advantage. Voters are spending more time streaming content, making CTV the perfect platform to reach key demographics where they are most engaged.
Here’s why CTV will be the winning strategy for campaigns this election cycle:
The Shift Toward Streaming:
The trend toward streaming is undeniable. As viewers increasingly cut the cord, traditional TV viewership is declining, making way for streaming platforms. According to VideoWeek, over 80% of U.S. households now have a CTV device, and this number continues to grow rapidly. This shift in consumer behavior presents a unique opportunity for political advertisers to engage with voters on platforms where they are most active. With the average American Adult spending more than 2 hours a day streaming content(Emarketer), CTV is becoming the primary medium through which voters consume news, entertainment, and campaign messages.
Venue-based & Location Targeting:
Location plays a crucial role for political advertisers. While IP addresses can pinpoint a household’s zip code for location targeting on CTV, venue-based media can provide an advantage by offering precise screen locations down to latitude and longitude of the cluster. This level of detail allows advertisers to verify the data and ensure that the AD is within the relevant voting district. Political campaigns can utilize sophisticated algorithms and voter data to tailor their messages to specific demographics, interests, and behaviors. For instance, a campaign can focus on young voters by creating engaging content that resonates with their values and concerns, rather than employing a one-size-fits-all approach.
Reaching the Voter Demographic Effectively:
When thinking about the typical streaming demographic, younger audiences such as Gen Z and Millennials may come to mind. However in recent times 63% more baby boomer viewers and 45% more Gen X viewers say they have cut the cord in 2023 compared to 2022(YouGov). This transition to streaming creates a prime opportunity for political campaigns to reach a broader and more diverse voter base through CTV. With 56% of confirmed voters stating they are willing to watch ads in exchange for free content on streaming services, and 43% of viewers reporting they’ve increased their streaming time because more of their favorite content is now on CTV (Nielsen, The Gauge), advertisers can be confident that their messages are reaching engaged and attentive audiences across all age groups during the election season.
With advertisers gearing up to increase their spending on Connected TV and a growing number of users cutting the cord, now is the perfect time to reach your desired audience across multiple screens and locations, delivering your campaign message effectively with Lemma’s CTV Solutions. Contact Us and plan your campaigns now!
