Effectv Research: Streaming and Linear Combined Adds Power for Political Advertisers

According to the report39s secondquarter 2021 findings 82 of multiscreen campaign reach is coming from traditional TV The report also indicates that the addition of streaming platforms offers valuable incremental audiences According to the report39s data an average 51 of the reach achieved from streaming was incremental to the linear TV portion of a campaignPolitical advertisers have been early adapters to the fragmentation of audiences noted Dan Sinagoga Vice President of Political Advertising at Effectv quotWe are seeing between 17 and 25 of media budgets going towards streamingOTT over the top inventoryquot he said In comparison with feedbased digital like social media quotmultiscreen TV produces a better environment for recallquot he added That recall becomes especially significant when the goal is to influence votersStreaming is largely a bigscreen viewing experience In fact 78 of streaming happens on the large screen Given that experience streaming viewers are more engaged and therefore more likely to recall a political adStreaming extends reach between 42 to 51 and also builds campaign frequency by 16 on average It also delivers quotlightnewsquot viewing quotnonnewsquot viewing and quotno TVquot households that are important to political advertisers In fact according to the report streaming impressions were 34 times more likely to be seen within light or noTV viewing householdsquotRegardless of demo we have seen a 4 lift average to political ad buys with each additional network added for both a streaminglinear combo buy or a standalone linear buyquot Sinagoga saidData from the Effectv report suggests that incremental reach plateaus if streaming is more than 40 of the buy Sinagoga noted that he is seeing a peak at a 2030 investment level and that could likely be due to inventory constraintsOf course geotargeting matters in political advertising that is striving to deliver voters in specific locales However the optimal mix between linear and streaming remains consistent According to Sinagoga the media choices change as polling numbers come out quotThe analytics that Effectv provides informs where there are areas of opportunity with reach missedquot he explained That information can allow the buyer to optimize its campaignsMultiscreen campaigns are also effective in reaching specific audiences such as Latino voters who turned out in record numbers at the polls in the 2020 Presidential election They could prove decisive in the midterms There are several factors that need to be taken into consideration to reach them including language and messaging preferencesAccording to a report Effectv released on Latino voting trends preferences for English or Spanishlanguage content varies by market Latino general election voters in San Francisco spent 85 of their TV time with Englishlanguage content In comparison Miamibased Latino audiences spent just 61 of their time with Englishlanguage contentUrban Latino voters and rural Latino voters differ in values priorities and party affiliation Country of origin also impacts their viewpoints and the types of messaging that will be relevant and resonate with themNo matter the constituency candidates are trying to reach Effectv39s research shows that a streaming and traditional linear TV combo pack offers a onetwo punch that39s both effective and efficientClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Effectv Research: Streaming and Linear Combined Adds Power for Political Advertisers

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Joanne Tombrakos

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Effectv Research: Streaming and Linear Combined Adds Power for Political Advertisers

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