Amplifying Political Campaign Success: The Impact of Multiscreen Goes Beyond Reach

Incorporating streaming TV into a media plan offers a myriad of advantages It not only increases audience reach but it unlocks the potential for deeper targeting enabling campaigns to expand their connections and effectiveness at scale with voters at every stage of their decisionmaking journeyReaching Audiences on the MoveStreaming TV represents nearly 40 share of total TV usage and video viewers spend an estimated 28 times more with the combination of cable and streaming than broadcast TV1 Although linear TV allows you to reach a large and broad audience a significant amount of viewers are missed when streaming TV is not includedSpectrum Reach the advertising sales business of Charter Communications has seen the expansion of streaming viewership Adding streaming to linear campaign results in a 33 increase in reach based on a study of more than 6000 campaigns2 This valuable audience should not be missedquotAs the media business transforms to impressionbased currency with regard to the convergence of linear and streaming inventory it39s essential that political campaigns plan a multiscreen advertising approach in order to best reach voters wherever they are watchingquot says Bill Clifford Spectrum Reach39s Head of Political SalesZeroing in on Your Desired AudienceA layered media approach that includes streaming TV allows for more focused and customized targeting such as precise geography and even addressable household targeting To achieve the most efficient and effective campaigns Spectrum Reach uses aggregated and deidentified firstparty data matched with thirdparty data in a privacy compliant manner to pinpoint specific audiences and voter segments informing streaming campaigns down to the zip code and even household level This is especially key in competitive political districts with more narrow geographies than a full DMATailoring political ads based on one attribute of their intended audience like party affiliation can be 70 more effective in swaying policy support3 Reaching the right voters based on who they are where they are and what they are most likely to be interested in is vital to marketing effectively during political campaignsVoters also are watching the same content and networks they love on traditional linear TV through streaming apps Political advertisers can bolster their campaigns by reaching viewers who access the same national and local news brands as well as live sports and entertainment across any screen A strategy targeting viewers watching live content is also key to reaching an engaged audience Streaming TV is a powerful extension of linear TV amplifying the campaign message wherever the audience is watchingOptimizing Campaign Performance and Protecting your BrandAdvertising without media waste is an essential goal for marketers as this political cycle continues By leveraging data to find the right audience and measure the right combination of reach ampamp frequency advertisers can more effectively optimize their campaign performance and results Additionally it39s important to maximize your budget by ensuring your impressions are delivered to real voters alongside safe noncontroversial contentquotWe provide detailed and transparent reporting to show how multiscreen campaigns are performing throughout the entire processquot says Derek Smith Spectrum Reach39s Political Streaming Sales Lead quotWe also are the first local media organization to achieve TAG Platinum Status meaning we ensure the highest level of safety for brands and protect them against all forms of ad fraudquotAchieving Media EffectivenessAs viewership habits continue to evolve the integration of streaming and linear TV campaigns becomes a necessity for media effectiveness Extended reach through a multiscreen approach with enhanced targeting and deterministic multiscreen audience reporting and insights will help candidates and advocacy groups alike reach more voters establishing the foundation for a successful political campaignMore information about Spectrum Reach and finding voters is available at httpswwwspectrumreachcompoliticalSources1 Nielsen quotThe Gaugequot February 20242 Spectrum Reach AM Campaign Data Date amp8211 2022 FY OampampO ampamp Partner Affiliates Includes all campaigns with Streaming TV ampamp Linear Total Campaigns amp8211 6765 Streaming TV Lift of new HHs reached Results based on median averages results will vary and not all campaigns will achieve a 33 lift3 MITled Study May 2023Click the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Amplifying Political Campaign Success: The Impact of Multiscreen Goes Beyond Reach

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"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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