political
advertising

Opportunities and Challenges
for the 2020 Election Cycle

Introduction

As more households turn to connected TV, political media buyers have unprecedented opportunities to target and reach potential voters at scale. Below you will find resources to help you navigate the challenges of the CTV space, leverage audience data, and formulate effective buying strategies to reach voters throughout this election season.





2020 is shaping up to be one of the most unique election years in American history. Campaigns are tackling never-before-seen challenges and competing for share of voice amid a nonstop news cycle about the global pandemic. SpotX is uniquely positioned to help you manage through this crisis with insights into voter trends, emerging shifts in media consumption, and tools to strengthen your media strategy. Our expert Demand Facilitation team is ready to support your efforts however we can, so please don’t hesitate to get in touch.

Geoff Halsema
RVP, Demand Facilitation

Winning the 2020 Election Cycle with CTV

This election cycle will be unlike any this country has seen, especially given the effects of COVID-19 and broad shifts in media consumption habits. Join us to learn about the challenges facing buyers this election cycle, how SpotX handles political advertising, and what steps you can take to effectively reach voters at scale with CTV.

How to activate your data to reach voters effectively

The influx of viewers consuming content on connected devices is an opportunity for advertisers to capitalize on CTV advertising at a scale we’ve never seen before. Follow these steps to create data-layered and geo-targeted campaigns that reach potential voters in the right place at the right time using first- and third-party data.

To activate your first-party data (1PD):

SpotX is here to help you seamlessly activate your first-party data that you can then forecast against to plan your campaigns.

  1. What we’ll need from you to build out the deal ID:
    1. Your preferred DMP
    2. Segment names
    3. Segment IDs
  2. We’ll use that information to build out a deal and then send you the deal ID.
  3. You can then load it into your DSP and start transacting off of it.

To activate your Third-party data (3PD):

SpotX is also able to integrate any third-party data that you’d like to activate against.

  1. What we’ll need from you to build out the deal ID:
    1. Preferred data provider OR
    2. Preferred segment information OR
    3. Target information and we can recommend a data provider and segment
  2. We’ll use that information to build out a deal and then send you the deal ID.
  3. You can then load it into your DSP and start transacting off of it.


How to Best Reach Common Voter Groups







The American electorate is diverse in its opinions, lifestyles, and preferred content, which presents a challenge for political buyers looking to reach voters within the right video programming and with the most relevant message. SpotX has identified seven voter profile groups and what we think they’re likely to be watching to help steer your political campaigns in the right direction.



Recommendations for Political Advertisers Approaching an Unprecedented Election Cycle







The Most Important Political Advertising Trends for 2020 and Beyond



It’s time to throw the political advertising playbook from last election cycle out the window. With the continued rise of OTT and digital video, plus the impact of coronavirus on consumer habits, tactics that were successful in 2016 just won’t be effective this year. Let’s take a look at the top political ad trends we’re seeing and what advertisers can do to get ahead.