It should come as no surprise to hear that all signs are pointing to the 2022 midterms being one of the fiercest political seasons in US history. With ferocity comes adversity and with adversity comes an even more aggressive investment in campaign advertising.
Coupled with this, traditional linear TV has reached a tipping point of being replaced by a new era of living room entertainment - Connected TV (CTV).
This is good news for political candidates.
Even before we consider the benefits we'll be describing below, CTV provides political agencies, trading desks and even the candidates themselves with numerous advantages over traditional TV ads. To name just a few, this includes:
More granular targeting.
More transparent measurement.
Easier campaign budget management.
This is all well and good, but there remains one existential problem when it comes to running political campaign TV ads in the living room, regardless of how it's delivered:
Are people even watching?
In an age when around 90% of TV viewers have a second device in their hand while they're watching TV, the issue of 'attention deficit' when an ad break starts on TV is a real one, but the good news is that there's a solution - called Origin Slingshot.
Origin Slingshot fuses dynamic content production with proprietary ad serving technology to stitch and serve highly engaging 15 second native video content directly adjacent to a standard ad running on CTV, inside regular ad breaks. This 15 second piece of native content is engineered to accomplish 3 basic things for the ad it runs against:
Independent studies by leading attention measurement solution TVision Insights shows that running an ad that has been amplified by Origin creates a lift in physical attention by up to 88%.
Introducing Slingshot for political campaign advertisers
Following months of research & development, Origin has brought to market two Native CTV solutions to help elevate and amplify political campaign ads on Connected TV:
Instant Solution
Slingshot INSTANT dynamically stitches and serves pre-produced, highly engaging 15 second native content directly ahead of a candidate's campaign ads. This is particularly beneficial for DSP's, trading desks and platforms who are looking for a zero-touch way of amplifying their clients' campaign ads in the living room.
Custom Solution
Slingshot PRIME is the first solution of kind to enable candidates to get truly up close & personal with hand crafted, dynamic content that speaks directly to every target audience they want to reach. This is beneficial for agencies and candidates who are looking to invest in connecting directly with their voters in the living room. Furthermore, offering dynamic QR codes as a standard option allows candidates to present an immediate call to action (CTA) for its voters.
Learn more here - https://www.corp.originmedia.tv/political-ctv-advertising
If you would like to learn more about our political advertising solutions for CTV, drop us a line and we'll talk: solutions@originmedia.tv
ABOUT ORIGIN
Origin is a pioneering creative technology company whose ground-breaking Native CTV ad formats are reshaping the way brands engage and activate consumers on the largest screen in the home.
Fusing dynamic content animation with proprietary ad serving technology, Origin's first to market CTV-only ad formats elevate attention, recall, consideration and outcomes for brands who want to amplify their voice on Connected TV.
Origin was founded by media veterans Fred Godfrey and Stephen Strong whose careers have been shaped by their relentless commitment to enraging the status quo. Learn more at www.originmedia.tv.
For Press Enquiries, email: origin@kitehillpr.com