Marketing Director @ The Media Trust | Former AdMonsters Editorial Director | Currently on Bald Ambition Tour
Fascinating talk on political TV advertising at AdExchanger #ProgIO with Michael Beach of Cross Screen Media, Teddy Goff or Precision, and Emily Holliday of Powers Interactive. Big takeaway is that linear is getting an outsized amount of dollars when more people can be reached via streaming TV. You can only reach 33% of the electorate on streaming TV—slippert ConnectedTV at the local level—who sells what is key. Who has access to these local viewers. (You can buy local TV on Roku!) (I, GD, have long wondered about this—there seems to be massive opportunities for lowering barriers and making it easy for SMBs to buy targeted ads locally.) The future is the cross-screen buyer, thinking about TV holistically—and ignoring the current incentive structure that favors linear. Right now there are allocation problems all over the place. Too many campaigns have foundations in linear. It makes you think—is the “undecided/on-the-fence” voter sucking up Big Bang Theory reruns late at night on linear, or are they watching on-demand on streaming? Big % of the political pot on CTV… Appears to be going directly to publishers/streamers. And the targeting is working out! Fragmentation is a big challenge—people are on Tubi, Hulu, etc. Measurement becomes a big challenge—how do you tell where your buys are making an impact? Most overrated digital political advertising tactic in 2024… Facebook. The bang for the buck is no longer there. Under-rated tactic? Utilizing channels with smaller, more-focused reach—and not building multiple creatives optimized for each, understanding the unique value prop on each. Also, DOOH! What about DOOH?!?
