Addressable, Programmatic, and the Power of Multiscreen TV: Comcast Advertising on Election Ad Trends

Fragmentation and AudienceFirst Buying Defined 2024Reflecting on the 2024 election cycle Fuller noted that several major shifts shaped how campaigns approached media amp8220The 2024 election hit a recordbreaking 11 billion in spend a significant increase from previous cyclesamp8221 she revealed amp8220Political advertising campaigns are incorporating a wider array of channels moving beyond traditional TV and radio Today they include streaming social and programmatic audioamp8221With audiences scattered across more platforms than ever traditional media buying approaches no longer suffice amp8220Itamp8217s no longer about only buying networks or daypartsamp8221 Fuller emphasized amp8220Today political advertisers need to better understand the audience they are trying to reach and know where and when those audiences engage with contentamp8221As a result advertisers have had to shift to an audiencefirst strategy amp8220We are furnishing our clients with smarter deterministic data which helps accurately identify audiences and then layering on thirdparty data like demographic behavioral and psychographic data as well as utilizing voter file dataamp8221 she explained amp8220Clients also can bring their data or industry voter segments so we can help to ensure they are reaching the right audiences at scaleamp8221A Multiscreen TV Base is Still Essential While potential voting audiences are fragmented across screens and platforms a multiscreen TV strategy should remain the base for any political campaign As streaming continues to grow traditional TV is still key especially during election season amp8220TV isnamp8217t going anywhere itamp8217s going everywhereamp8221 Importantly amp8220one in three potential voters watch more TV around the time of the electionamp8221Not to mention more than 50 of voter households consider TV important when it comes to evaluating candidates highlighting the value of building a foundation that includes multiscreen TV to ensure that campaign messages reach the right audience and stick with them through election dayAddressable Advertising Drives Targeted ImpactFuller highlighted the power of addressable advertising to reach highly specific voter groups amp8220Political advertisers can utilize addressable advertising to serve targeted ads to specific households based on deterministic identifiersamp8221 she explained amp8220Nearly one in three target households reached were only reached by addressable TV advertisingamp8221When added to broader campaigns addressable boosts frequency amp8220Target audience frequency was 73 higher when addressable was added to a base campaignamp8221 Fuller saidAddressable advertising enables campaigns to amp8220confidently identify target and reach particular audience segments such as Republicans Democrats nonvoters or voters with different perspectives on varied political issuesamp8221 she added It also improves transparency and attribution amp8220Since addressable TV can help control which households are exposed to an ad political advertisers can analyze reach and frequency across their TV strategies to understand campaign performance including looking at analysis of exposed households and the actions they take like website conversionsamp8221Programmatic Growth Creates New Opportunitiesamp8220Programmatic is growing across the board as itamp8217s a more automated and efficient way to buy inventoryamp8221 said Fuller In 2024 programmatic demand was amp8220600 higher compared to previous election cyclesamp8221Political advertisers can use programmatic amp8220as an overlay to their foundational multiscreen campaigns to fill in the gaps where there isnamp8217t enough inventory and provide incremental reach and increased geographic targeting capabilitiesamp8221With the growth of programmatic and streaming Comcastamp8217s ad tech platform FreeWheel has played an increasingly important role amp8220Bringing FreeWheel closer creating more synergies for our clients makes a ton of senseamp8221 she said amp8220Having the ability to offer holistic multiscreen TV campaigns across all of the premium inventory we have and powered by the leading programmatic technology of FreeWheel we can really address and deliver on the evolving needs of political advertisersamp8221Looking Ahead to 2025 and BeyondAs campaign planning begins for the next election cycle Fuller expects key trends from 2024 to continue amp8220I think despite what you always read traditional TV will continue to play a foundational role in political advertisingamp8221 she said amp8220But weamp8217ll continue to see an increase in demand for streaming as well as programmatic buying as advertisers look for efficiencies and effectivenessamp8221She added amp8220Advertisers will be further looking for partners that can bring together premium mediainventory accurate and reliable data and innovative technology so that they can activate the most effective campaigns to reach potential voters as well as providing transparent performance and attribution so they can gain insight into how their campaigns performedamp8221The Winning Strategies report she explained is designed to guide political advertisers through this complexity amp8220Comcast Advertising analyzed over 10 billion impressions from the 2024 election cycle to glean insights from the most successful and highest reaching campaignsamp8221 Fuller said amp8220The latest report provides a formula for success and key recommendations based on data so that advertisers can effectively reach voters and drive results in 2025 and beyondamp8221Click 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 MediaVillageorgMyersBizNetamp160

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Addressable, Programmatic, and the Power of Multiscreen TV: Comcast Advertising on Election Ad Trends

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Addressable, Programmatic, and the Power of Multiscreen TV: Comcast Advertising on Election Ad Trends

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