• Super Political Action Committee focused on U.S. Senate seat races
• Sought to share information about candidates running in one state
• Wanted to exclusively target streaming-only households to avoid overlap with their existing linear TV advertising efforts Agency Overview
• Full-service political advertising agency located in Washington, D.C.
• Works with clients including high-profile candidates, non-profits, and national PACs
• Partnered with Simpli.fi since April 2022 on behalf of many political advertisers
• 474,814 Unique Reach
• 3M Impressions
• 95.97% Video Completion Rate
MAXIMIZING CTV AND LINEAR TV EFFORTS BY REACHING STREAMING-ONLY HOUSEHOLDS
It’s no mystery that viewing habits are shifting from linear TV to CTV, and advertising dollars are following. In 2022, 57% of US video ad spending went to linear TV, a decline from 71% in 2020 (eMarketer). This means that advertisers need more visibility and control across both their CTV and traditional TV advertising efforts.
In April 2022, a large political agency in Washington, D.C. recognized this opportunity to maximize the value of CTV for their advertisers. The political agency specializes in both linear TV and CTV advertising, offering services from creative development to media buying. After searching for a programmatic CTV partner, they chose Simpli.fi to precisely target streaming-only households and quickly activate campaigns on behalf of multiple political advertisers.
As the 2022 midterm elections drew closer, a Super PAC enlisted the agency to maximize reach among voters in Pennsylvania and showcase messaging related to their preferred candidate for the U.S. Senate. The Super PAC wanted to add CTV advertising to their existing linear TV efforts while avoiding overlap between the two. In order to maximize budget and achieve incremental reach, Simpli.fi and the agency established a strategy to solely reach streaming-only households that did not have a linear TV subscription.
EXCLUDING LINEAR TV VIEWERS FROM ADDRESSABLE CAMPAIGNS TO REACH STREAMING-ONLY HOMES
First, the team designed a plan to reach a target audience of voting-age residents in Pennsylvania without a linear TV subscription. They used Simpli.fi’s Addressable Audience Curation tool to identify all households in Pennsylvania with people ages 18 and up. Then, Simpli.fi’s Linear TV Subscriber Exclusion capabilities enabled them to exclude all households with a linear TV subscription. This allowed the PAC to achieve incremental reach to a streaming-only audience and entirely remove duplication between their linear TV campaigns.
With this custom audience of more than 3.8 million homes, Simpli.fi’s Addressable Geo-Fencing solution used GPS data paired with plat lines to match each address to the exact physical location, shape, and size of the property. The system then automatically built a target fence around each property to precisely serve CTV ads on the large screen.
ACHIEVING INCREMENTAL REACH WITH A STREAMING-ONLY AUDIENCE
Overall, the political agency and the Super PAC were pleased with the results of the campaign. They successfully targeted an audience of streaming-only households in Pennsylvania to achieve incremental reach over their linear TV efforts. In total, the campaign reached 474,814 unique users and achieved a 95.97% Video Completion Rate. Most importantly, their candidate won the election for U.S. Senate, and the political agency will continue to work with Simpli.fi for CTV advertising in the future.
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