The 2024 election season is quickly approaching. Millions of voters will participate in primary elections and caucuses. And if 2020 serves as a guide, some 160 million Americans will vote in the general election.
Candidates, political parties, and interest groups have a keen interest in raising voter awareness. Success in all elections hinges on how well you can influence voters, as well as ensure that voters mail in their ballots or visit the polls. Data will be essential for moving those needles.
Political advertisers are some of the largest buyers of linear advertising, and in an election cycle they dominate it. TV has traditionally been a critical tool in raising voter awareness. The challenge with linear is it doesn’t offer the precision of connected TV. Advertisers can’t focus their ad spend on voters who are undecided or those who are sympathetic to parties and issues in swing states and regions where turnout will determine results.
The truth is, political candidates need new tools that allow them to isolate and identify target audiences with specific messages without wasting impressions and dollars across geographic areas or content that isn’t relevant.
This election cycle, Simpli.fi’s ZTV solution may be your party’s best chance for a winning ticket.
What is Simpli.fi ZTV?
ZTV is a new CTV solution from Simpli.fi for TV buyers. It offers audience-focused and inventory-focused buying at a price point that is common to linear TV (i.e. CPMs that start in the $10 to $12 range).
With ZTV, political advertisers are able to target voters using Simpli.fi’s proprietary weighted ZIP-code ranking system, based on U.S. Census demographic information and Automatic Content Recognition (ACR) TV viewing data. From there advertisers can identify and target the most relevant ZIP codes out of 41,000+ throughout the US, all of which can be targeted individually. Campaign performance is improved by optimizing your advertising campaigns to the ZIP codes that index most highly to your desired audiences, based on demographic, viewing habits, conversion activity, and more.
As mentioned, Simpli.fi’s ZTV solution overlays ACR data, which tracks the content (shows, live events, ads) that people are consuming in real time, and enables us to look at TV viewing behavior at a ZIP-code level.
ZTV can be extremely influential in raising voter awareness of your candidates and issues. It enables you to focus ad spend in specific ZIP codes, Congressional districts, and election precincts.
- Audience-focus: Allows you to hone in on specific voters based on the attributes of their ZIP code (e.g. suburbs, swing states), as well as content that appeals to specific audiences (e.g. OAN vs. MSNBC).
- Inventory-focus: ACR data includes viewing behavior (i.e. whether that content is being consumed in real time, and whether it is via a channel or an app). This level of granularity allows you to make smart decisions about inventory quality.
During an election cycle, inventory that’s native to political ads can be limited, as many political advertisers are competing for those slots. ZTV can help advertisers reach audiences in other suitable, brand-safe inventory, including some of the most recognizable and consumed content sections available programmatically and in private marketplaces. What is better than high-quality inventory at a competitive price point?
ZTV CPMS start in the $10-$12 range because it replaces expensive identifier-oriented data with highly vetted and privacy-compliant ZIP code, census, and ACR data.
An Innovative Option for Reaching Relevant Voters
ZTV is a data-driven solution, combining ACR and census data to better target audiences without requiring the individual user attributes that lead to data costs that can inflate CPMs. This makes it an intriguing option for reaching voters and raising voter awareness.
ZTV is even more compelling as part of a larger buy that incorporates more deterministic approaches to CTV targeting (i.e. addressable with 90%+ match rates) to create a holistic CPM that is affordable in a media strategy that is effective and efficient.
How can this powerful combination lead to tangible results? With ZTV, political advertisers can:
- Target demographics that traditionally have low turnout rates
- Home in on swing districts with messages for your candidate, party, or cause
- Target households with an affinity for your candidate and party to volunteer for your campaign, either via deterministic data or by a combination of ACR and census data
- Raise voter awareness of key issues in districts that may influence the outcome of a state
Want to hear more? Watch our ZTV for Political Marketers video.
Get Started?Fill out the form below, contact your Simpli.fi representative, or email us at email@example.com for the next steps.