--- title: "Political Media Planning for the 2026 Midterms: Five Things We Heard About CTV OOH" date: 2026-09-30T06:40:00-07:00 author: "Denise O'Keeffe" canonical_url: "https://videoelephant.com/blog/political-media-planning-for-the-2026-midterms" section: Blog --- ###### In this post... [CTV OOH is becoming easier to buy within the existing media workflow](#ctv-ooh-is-becoming-easier-to-buy-within-the-existing-media-workflow) [Geography and environment can be as important as audience segmentation](#geography-and-environment-can-be-as-important-as-audience-segmentation) [Creative needs to work in the environment where it will actually be seen](#creative-needs-to-work-in-the-environment-where-it-will-actually-be-seen) [Measurement expectations need to match the job the channel is doing](#measurement-expectations-need-to-match-the-job-the-channel-is-doing) [CTV OOH is being discussed as a complement to the media plan—not a replacement for it](#ctv-ooh-is-being-discussed-as-a-complement-to-the-media-plan-not-a-replacement-for-it) [What does this mean for political media planners heading into November 2026?](#what-does-this-mean-for-political-media-planners-heading-into-november-2026) [Frequently Asked Questions](#frequently-asked-questions) Back to top That was a recurring theme during the recent Campaigns & Elections Intelligence Briefing, **“Out of the Living Room: How Smart Campaigns Are Extending Their Reach in 2026,”** hosted by Campaigns & Elections in partnership with VideoElephant. Moderated by Shane D’Aprile, co-owner and co-publisher of Campaigns & Elections, the discussion brought together **Owen Barnard, Senior Director of Digital Strategy at Sage Media; Thomas Ferrall, Senior Director at National Media; and K.C. McLeod, SVP of Demand and Strategic Partnerships at VideoElephant.** The conversation covered the broader digital out-of-home market as well as CTV OOH: TV-like video experiences appearing outside the home in environments such as restaurants, bars, gas stations, gyms, hotels and waiting rooms. Rather than trying to make the case for any single channel, five practical planning themes stood out. #### CTV OOH is becoming easier to buy within the existing media workflow One of the clearest changes is operational. Political buyers historically approached much of out-of-home through direct relationships and individual insertion orders. Panelists described a market in which more inventory can now be accessed through the programmatic systems buyers already use. Barnard called the change in the underlying “plumbing” one of the most significant developments in the category. More integrations between inventory owners, supply platforms and demand-side buying tools mean planners can increasingly evaluate CTV OOH alongside other programmatic media rather than as an entirely separate activation. That matters because adding another channel does not necessarily have to mean adding another buying process. **What planners should consider:** Before treating CTV OOH as a standalone specialty buy, determine whether relevant inventory is already accessible through the programmatic partners and workflows being used for the broader campaign. #### Geography and environment can be as important as audience segmentation Much of digital advertising has moved toward increasingly narrow audience segmentation. The panel raised a somewhat different planning consideration for CTV OOH: **where the message appears can itself be a meaningful signal.** A grocery environment, sports bar, doctor’s office or gas station provides context that does not exist in the same way on an individual device. The examples discussed were specific. Ferrall described an advocacy campaign that used gas-station inventory along interstate routes surrounding Midwestern state fairs. Barnard discussed utility-rate messaging that could be activated in conjunction with weather conditions. The panel also explored bars and restaurants as one way of complementing sports-related media strategies. At the same time, several panelists cautioned against over-engineering the audience. A screen selected because it reaches a high concentration of a particular voter group will also reach other people in the same environment. In some situations, that broader exposure is part of the value rather than wasted reach. **What planners should consider:** Start with the geography, venue and campaign objective. Add audience signals where they improve the plan, but do not assume every CTV OOH activation needs to recreate household-level targeting. #### Creative needs to work in the environment where it will actually be seen A television screen outside the home does not automatically create an in-home television viewing experience. Audio may be turned off. A bar may be loud. Someone at a gas station may only look at the screen briefly. A waiting-room viewer may have more time. That makes creative fit a planning issue, not simply a production issue. Several practical recommendations surfaced during the discussion: - Consider shorter creative, including 15-second versions. - Build the message so it can still be understood without audio. - Use subtitles, on-screen text or a strong visual narrative when appropriate. - Think about whether existing CTV creative is right for the venue rather than assuming it can simply be reused. - Allow additional time for political creative approvals, which can vary by venue and inventory owner. McLeod also noted that some campaigns may be able to adapt creative approaches commonly used in social video rather than defaulting to a traditional television spot. The broader point: **the screen may be familiar, but the viewing behavior is different.** #### Measurement expectations need to match the job the channel is doing The panel was notably measured on attribution. Digital out-of-home offers considerably more delivery and impression-level information than traditional static out-of-home historically provided. But panelists also acknowledged that measuring a public screen is different from measuring an interactive personal device. That distinction matters. For a campaign primarily focused on awareness, name recognition or making voters familiar with an issue, the relevant question may not be whether an impression generated an immediate click or conversion. Ferrall compared the measurement mindset in some cases to other awareness media: planners may accept less granular attribution when the strategic purpose of the placement is clear. Barnard similarly noted that measurement has advanced significantly, while expecting additional attribution capabilities to continue developing. **What planners should consider:** Define the objective before defining success. If the role of the campaign is awareness, evaluate delivery, geographic reach, exposure and appropriate brand or opinion research rather than forcing a lower-funnel KPI onto the channel. #### CTV OOH is being discussed as a complement to the media plan—not a replacement for it Perhaps the most useful takeaway was also the least dramatic. No one on the panel argued that political campaigns should abandon established media channels for CTV OOH. Instead, the discussion repeatedly returned to **complementary reach.** A campaign might use it alongside in-home CTV. A local race that cannot compete efficiently for expensive television inventory may use it differently than a large statewide campaign. An advocacy organization may activate around a specific location, event or legislative moment. A campaign approaching the final weeks of the election may consider it as traditional inventory becomes more constrained. Ferrall’s closing advice focused on the need to think differently as inventory becomes scarce and voters encounter growing volumes of political advertising. Barnard emphasized experimentation and the ability to create visible, tangible campaign moments. The implication for planners is straightforward: **the question is less “Should CTV OOH replace something?” and more “Is there a reach, geography, context or inventory problem that it can help solve?”** #### What does this mean for political media planners heading into November 2026? The conversation suggests a fairly practical decision framework: Start with the **campaign objective.** Identify the **geographies and environments** that matter. Determine how CTV OOH fits alongside existing **CTV, digital and traditional media.** Build or adapt creative for the **actual viewing environment.** And agree on measurement expectations before the campaign begins. CTV OOH remains an evolving part of the political media landscape. That means there are still operational considerations—from creative approval to measurement—that planners need to account for. But the discussion also made clear that the category is becoming more accessible, more varied and more integrated into the tools political buyers already use. For agencies evaluating the final months of the 2026 cycle, that makes it less of an experimental format to understand someday and more of a planning option worth understanding now. #### Frequently Asked Questions **What is CTV OOH in political advertising?** CTV OOH generally refers to TV-like video screens viewed outside the home in environments such as restaurants, bars, gas stations, gyms, hotels and waiting rooms. It combines some characteristics of connected television with the location and contextual characteristics of out-of-home media. **Can political CTV OOH be bought programmatically?** Increasingly, yes. Panelists described greater integration of CTV OOH and digital out-of-home inventory into the programmatic platforms and buying workflows already used by political media teams. **Does CTV creative need to be changed for CTV OOH?** Not always, but the environment should determine the decision. Creative may need to work without sound, communicate quickly or include captions and strong on-screen messaging. **How should political campaigns measure CTV OOH?** Measurement should reflect the campaign objective. For awareness-focused campaigns, delivery, reach, geography, frequency and appropriate research may be more relevant than direct-response metrics. **Where does CTV OOH fit in a political media plan?** The panel primarily discussed it as a complement to other media—particularly when campaigns are trying to extend reach, use location or context strategically, address inventory constraints or reach voters outside the home. **Source note:** *This article summarizes observations shared during a Campaigns & Elections Intelligence Briefing hosted in partnership with VideoElephant. The views and examples discussed reflect the individual panelists and should not be interpreted as an endorsement of VideoElephant, CTV OOH or any specific media strategy by Campaigns & Elections.* ![Victoria Vitarelli](https://assets.videoelephant.com/team-members/_156x156_crop_center-center_none/16970/vitarelli.webp)###### Victoria Vitarelli Head of Marketing ###### Victoria Vitarelli Head of Marketing With deep experience across tech, media, and sports brands, Vicky leads all B2B and B2C marketing driving brand strategy and revenue growth. Outside of work she is busy with her two teenagers, family and friends and searching for the best ice cream. [ ](https://www.linkedin.com/in/victoriavitarelli/) ###### In this post... [CTV OOH is becoming easier to buy within the existing media workflow](#ctv-ooh-is-becoming-easier-to-buy-within-the-existing-media-workflow) [Geography and environment can be as important as audience segmentation](#geography-and-environment-can-be-as-important-as-audience-segmentation) [Creative needs to work in the environment where it will actually be seen](#creative-needs-to-work-in-the-environment-where-it-will-actually-be-seen) [Measurement expectations need to match the job the channel is doing](#measurement-expectations-need-to-match-the-job-the-channel-is-doing) [CTV OOH is being discussed as a complement to the media plan—not a replacement for it](#ctv-ooh-is-being-discussed-as-a-complement-to-the-media-plan-not-a-replacement-for-it) [What does this mean for political media planners heading into November 2026?](#what-does-this-mean-for-political-media-planners-heading-into-november-2026) [Frequently Asked Questions](#frequently-asked-questions) Back to top ###### Stay up to date Subscribe for our latest updates and video insights #### You may also like [ ![Why Political Campaigns Should Plan CTV and CTV OOH Together](https://assets.videoelephant.com/images/_435x238_crop_center-center_none/48263/blog_Plan-CTV-and-CTV-OOH-Together.webp) ###### Why Political Campaigns Should Plan CTV and CTV OOH Together Programmatic campaign activity shows an opportunity for a fuller CTV media mixPolitical campaigns are investing in programmatic video to reach voters across a fragmented media landscape. But as more campaigns use CTV and CTV OOH, an important planning question is emerging: ![K.C. McLeod](https://assets.videoelephant.com/team-members/_200x200_crop_center-center_none/16973/photo_2024-03-18-154917_vxsp.webp) K.C. McLeod Jun 3, 2026 ](https://videoelephant.com/blog/ctv-ctv-ooh-political-campaign-media-mix) [ ![New Study Reveals Power of Contextual in CTV: Content Adjacency Drives 4X Brand Lift for High-Consideration Categories](https://assets.videoelephant.com/images/_435x238_crop_center-center_none/47821/Power-of-Contextual-in-CTV_Blog.webp) ###### New Study Reveals Power of Contextual in CTV: Content Adjacency Drives 4X Brand Lift for High-Consideration Categories NEW YORK, NY, April 23, 2026 — New research from Video Elephant shows that contextual relevance is the 'missing link' in achieving meaningful brand lift. The new report, titled The Power of Context: Driving Lift Through Video, finds that contextual alignment between an ad and its surrounding... ![Victoria Vitarelli](https://assets.videoelephant.com/team-members/_200x200_crop_center-center_none/16970/vitarelli.webp) Victoria Vitarelli Apr 22, 2026 ](https://videoelephant.com/blog/study-power-of-contextual-in-ctv)