In the high-stakes world of political advertising, capturing the attention and swaying the opinions of undecided voters is paramount. Managing frequency imbalance on Connected TV (CTV) and streaming platforms remains a persistent challenge.
When voters are inundated with the same political ad repeatedly, it leads to annoyance and ad fatigue, reducing the campaign's effectiveness.
The key to overcoming this lies in dynamic creative optimization (DCO), a cutting-edge approach that ensures ads remain impactful, fresh, and contextually relevant across CTV, streaming services, and online video platforms.
This method not only addresses frequency issues but also enables campaigns to engage with voters on a more localized and personalized level.
Partnering with TVision Insights, a leader in TV performance metrics, Origin conducted a nationwide survey of 7,237 U.S. streaming households to gain deeper insights into viewer behavior. The survey revealed:
83% of respondents who recall seeing political ads on TV say the ads never affected their vote, with over half undecided on how they will vote.
Over 50% of respondents would reconsider their vote if they learned something new and important from the ad.
71% do not recall seeing political ads on TV, but more than 50% would pay attention if the ad was relevant to a topic they care about.
Nearly 65% of respondents are undecided about their 2024 vote, with 1 in 3 saying relevant local content could influence them.
These insights underscore the necessity of making political ads engaging and pertinent to viewers' interests.
DCO has the potential to transform the stagnant landscape of political advertising by leveraging data-driven techniques to personalize ads in real-time, making it especially impactful on CTV and streaming platforms.
By tailoring messages based on viewers' demographics, behaviors, and preferences, DCO enables political advertisers to deliver highly personalized messages to various audience segments. This level of personalization ensures that each viewer receives a message that resonates with them, increasing engagement and the likelihood of influencing voter behavior.
Preventing Ad Fatigue with Dynamic Creative Optimization
Origin's dynamic creative optimization (DCO) tools, Aperture and Slingshot, are designed to address the challenges of frequency imbalance in political advertising. Slingshot ensures that ads are impactful, continuously updated, and tailored to the viewer's context, preventing ad fatigue and maintaining the interest of undecided voters. By using DCO, political ads are customized for each state, addressing unique local concerns and interests, which increases relevance and impact.
Key Benefits of Slingshot
Context: Ads are matched to content that aligns with the audience's interests, ensuring relevance across different shows.
Outcomes: Slingshot places ads in front of a more attentive audience, enhancing effectiveness.
Separation: Prevents a brand’s ad from being preceded by a competitor’s creative, preserving brand integrity.
Brand Safety: Ensures ads are not compromised by undesirable content or disruptive ad breaks.
An Origin case study using TVision data showed that, during the 2022 midterms, Slingshot boosted physical attention by 368% among viewers aged 18-65. This highlights the tool's ability to capture and retain audience attention, making it a valuable asset for political advertisers on CTV and streaming platforms.
Localized and Timely Content
For the 2024 election, Origin has produced three Slingshot series, continuously refreshed throughout the season. Assets are rotated randomly and updated to keep content current and engaging.
Origin employs pre-produced, highly engaging 15-second native political content dynamically integrated with campaign ads. This format benefits DSPs, trading desks, and platforms seeking an efficient way to amplify campaign ads. Collaborations with LoopMe and TVision enable the creation of truly dynamic and adaptive creatives, enhancing core messages and storytelling.
Unlocking Scalability with Aperture
Aperture, another cutting-edge tool from Origin, exemplifies the scalability potential of dynamic overlays in CTV advertising. By delivering visually engaging ad experiences tailored to live contexts, Aperture promotes strategy refinement and encourages experimentation without added costs.
Aperture’s dynamic overlays ensure messages adapt seamlessly across various contexts, keeping viewers engaged while extending the reach of static ads. With no special tech requirements and the flexibility to offer unlimited unique versions for target audiences, Aperture maintains ad effectiveness and combats ad fatigue.
Democratizing the ad space by lowering costs and barriers to entry, Aperture makes advanced advertising techniques accessible to all political campaigns. Origin’s tools also find meaningfully local content for a national audience, achieving precise relevance without narrowing targeting.
Cost Structure
Advertisers running ads through Origin's CTV partners pay a standard biddable CPM. Those using their own CTV inventory pay a tiered CPM, decreasing with usage.
Conclusion
The journey toward community activation, which human experience reminds us of, is always an evolution and a revision, never simply a repetition. Too often, the play of art, politics, and morality veers away from art, becoming too didactic and mismanaging the critical balance between "showing" and "telling" that compelling narratives depend on.
Origin’s pioneering ad solutions for political candidates and causes offer a cost-efficient way of elevating their presence and performance on CTV.
By prioritizing dynamic creative optimization and maintaining contextual relevance, Origin ensures that political campaigns are impactful, resonate with viewers, and drive meaningful, measurable results. This approach not only captures attention but also respects the viewer's intelligence, creating a compelling narrative that truly connects with the audience.
To see more examples of dynamic creative optimization for political advertising - click here.
To learn more or to schedule a call with one of our travel advertising specialists - click here.
Origin is an award-winning Creative Technology company whose zero code CTV ad formats enable marketers to deliver dynamic and responsive ad experiences in the living room and outside the home.
With unparalleled creative capabilities and proprietary ad serving technology, Origin’s off-the-shelf and custom solutions are trusted by agencies, brands, creative teams and programmatic platforms who want the ads they run to get the attention, engagement and outcomes they deserve.
Founded by media veterans Stephen Strong and Fred Godfrey, Origin is driven by the belief that to win a viewer today, we must look beyond how it was done yesterday.
Learn more at: originmedia.tv
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