It may still be a year away, but we can confirm that the political groundswell is already stirring and efforts are well underway by political candidates and causes to win the hearts and minds of American voters on Connected TV (CTV).
The truth is that more so than ever before, political campaigning feels almost constant - and as such, there is no real reason to expect political advertising to be compressed into a single calendar year.
Sure, for some political campaigns the budgets may dictate otherwise, but the fact is that earning and/or maintaining public opinion is always important. And whether we like it or not, this creates a very serious opportunity for the better funded candidates & causes which few embrace and which sits at the heart of this article.
First, some simple yet vital facts
Earning trust doesn't happen overnight. It requires time, persistence and the occasional change (or sharpening) of narrative.
Maintaining a voter's trust or opinion about something (think propositions), is not guaranteed. You must a) keep at it and b) be ready to react to public opposition.
Winning a voter's trust on election day is not just about what they hear you say the day before they head to the polls.
Also, it is no secret or surprise that the generation of voters currently emerging into the picture is unique compared to those who came before them:
There is no guarantee that their political affiliation (aka vote) will reflect that of their parents.
Earning the trust of a young voter is an uphill climb and requires time.
Two decades of instant gratification and having literally millions of ads thrown at them across all devices has created what some call 'the ADD generation'. Put another way, securing and keeping a young voter's attention is a very different business (here is a recent article written by our Head of Sales Strategy on the matter). Disclaimer: our CEO talks openly and proudly about his late onset ADD.
On the same vein as our point above, they are used to being fed a more personal message.
Now some thoughts
If one was to condense everything above into one sentence, it would be that now is the time for Political CTV advertisers to step away from the status quo. It's no longer enough view the living room as the screen you use to smash someone about the head over and over again with one message. It's about:
Getting out there early.
Being nimble, agile and responsive with your messaging.
Accepting and embracing the fact that earning their attention requires a value exchange.
Showing them through the largest screen in the home that you are in touch with the real world and demonstrating it in real-time on the screen they least expect it.
And if that isn't enough, you are quite literally demonstrating through the creative itself that you are innovative, forward-thinking and that you regard your potential voters as people who are smarter than ever.
Finally
If we have learnt anything from all the CTV ad campaigns Origin has run over recent years, it's that the creative technology now exists for CTV to tick more than just an 'awareness' box in a campaign's multi-media mix.
On it's own, Connected TV can deliver real and tangible outcomes. Yes, we mean performance (a topic we talk about in depth in an interview our CEO had recently with VideoNuze).
Luckily we can help, but simply saying that we are the pioneers of creative technology for CTV and some of the loudest voices when it comes to performance is not enough; the results are what do the real talking:
Results like Origin seeing 120% growth in revenue for our services.
Results like delivering a 368% lift in viewer engagement for a political advertiser in the most recent midterms.
To see how you could benefit from bringing Origin into play for the 2024 general election, click here. Or if you've read enough and want to talk to one of our political CTV specialists, book a spot and let's talk:
Origin is an award-winning creative technology company whose zero code TV advertising solutions have reshaped the way marketers captivate and communicate with consumers inside and outside the home.
Fusing pioneering CTV ad formats with proprietary technology and direct media partnerships that span the streaming ecosystem, Origin's products are embraced by brands, agencies and platforms who are looking to deliver a truly personal storytelling experience to their audience.
Founded by media veterans Fred Godfrey and Stephen Strong, Origin is driven by a relentless belief that the time has come to challenge tradition and enrage the status quo. Learn more at www.originmedia.tv.