The Impact of CTV on Political Campaign Advertising: My Takeaways

CTV is replacing linear TV when it comes to political ad targeting, with ad spend on track to go up by 24% compared to the 2022 midterms to $1.34bn, surpassing Google and Facebook ($1.2bn), and doubling the projected combined spending on network cable, satellite, and radio ($671m), according to forecasts by analytics firm AdImpact. This growth is fueled by a few factors including cord-cutting which has resulted in upwards of 40% of persuadable voters now unreachable via cable/satellite; hyper-granular targeting using voter data (e.g., demographics, location, past behavior); and unlike traditional TV, CTV campaigns can be adjusted in Real-time based on polling data, to pivot messaging swiftly—critical in volatile election cycles. CTV OOH (Connected TV Out-of-Home) is also emerging as a powerful tool in delivering streaming video content and ads to audiences in high-traffic public venues, reaching voters outside the traditional home environment.

According to one recent case study involving a national campaign during the 2020 presidential race which used a comprehensive CTV strategy to engage a broad audience across America, partnering with various streaming platforms, metrics like reach, frequency, and engagement rates underscored the effectiveness of their approach. The campaign saw a 25% uptick in engagement when compared to traditional TV ads. There was also a notable improvement in voter recall and positive sentiment towards the candidate, directly tied to the engaging and tailored CTV ads. These efforts culminated in successful voter turnout and heightened campaign awareness.

As for Out of Home, new research by the OAAA and Morning Consult, OOH ads prove to be an effective medium to reach, inform and influence voters. An overwhelming majority (68%) of likely voters have seen, heard, or read political advertising through an OOH ad. Furthermore, the study found that more than half of likely voters exposed to an OOH political ad in the past year (56%) trust political information in an OOH ad to be truthful and accurate.

CTV OOH screens are placed in environments where people have dwell time—airports, bars, gyms, and waiting rooms—ensuring high visibility for political messaging. This is especially valuable for reaching voters who may be cord-cutters or light TV viewers at home.

Research shows that 89% of viewers notice content-heavy CTV OOH screens, making them among the most effective ways to reach prospects. When political ads are integrated with relevant, engaging streaming content, 64% of viewers are more likely to watch those ads, boosting recall and potential influence.

Political campaigns can use CTV OOH to extend the reach of home-based CTV and digital campaigns, ensuring that messaging follows voters throughout their day. This omnichannel approach is particularly effective in reinforcing key messages and calls to action.

Evidence of Impact:
While most published studies focus on brand and retail outcomes, the same principles apply to political messaging: CTV OOH creates immersive, memorable experiences that drive higher engagement, recall, and conversions. In retail, this has translated to increased foot traffic and sales; for politics, the analog would be increased voter awareness, event attendance, or turnout.

• CTV allows you to get "multiple bangs for your buck" in your political ad campaigns

  • DSPs can help find the audiences you want to target

  • More flexibility around creative, including repurposing vertical, self-shot UGC

  • Outstanding questions remain as to whether digital can persuade audiences as effectively as TV is "perceived" to be

• Media plans should factor in short-form video and how creative is optimized for this format

  • Young people are more likely to share a 2 minute video from a candidate or a cause that resonates with them than a 15-second ad

  • Buyers want to better understand what is in the content they advertise against and how it ties into the broader culture of potential voters

• Programmatic vs Direct

  • Some buyers "hate" direct IOs because it doesn't allow them to redirect budgets and update creative as quickly as needed

  • On the other hand, when using programmatic in political campaigns, it's harder to determine what content surrounds your creative

  • Additionally, research shows that direct is potentially more cost effective: 35 - 49% of an advertiser's spend is consumed by fees before reaching the publisher. The Association of National Advertisers (ANA) reported that only 36% of every programmatic dollar reaches the end consumer, with 29% lost to ad-tech transaction costs and 35% wasted on low-value or unmeasurable environments.

• Beware of "over-targeting"

  • Just because digital platforms offer more targeting, doesn't mean it always makes sense

  • As inventory becomes less available and budgets tighten, using less targeting and reaching a broader audience can still be more cost-effective

• It's already "crunch time" for making plans for the midterms

  • Strategists, consultants, and political campaigns are learning about the pros and cons of different platforms and channels including permissions and restrictions, which may be unfamiliar to veteran political operatives who have primarily worked with TV. So, it's necessary to boil it down for them.

CTV OOH offers political campaigns a high-impact, high-engagement way to reach voters in public spaces with streaming video. While direct evidence of voter motivation is still developing, the channel’s proven effectiveness in driving consumer actions and its ability to reach hard-to-target audiences make it a smart addition to any midterm advertising strategy.