a4 Media's Kate Holliday on Smart TV-Empowered Political Campaigns

Candidates as well as organizations advocating a wide variety of issues from climate change to cleaner energy resources quotare looking to utilize connected TV39s environment as a way to extend their linear TV reach or to target and talk to the population of cordcutters and cordnevers who are growing every yearquot Holliday explainsamp160 quotThey39re trying to either get incremental reach from their traditional TV buy or they39re trying to reach that unduplicated audience through connected TVsquota4 Media a unit of topten cable operatoramp160Altice USA has had an office in Washington DC for a decade and develops crossscreen addressable and nonaddressable ad campaigns for enterprises on local regional and national levelsamp160 Political and public affairs clients represent a surging portion of a439s business during major election years while the number of advocacy and public affairs institutions dealing with Holliday39s colleagues has increased year after yearThe game plan at a4 Media identify voters for individual campaigns quotto reach at the right time with the right messagequot Hollidayamp160saysamp160 To do that data on individual voters and demographics are obtained and utilized from several sources including smart TV sets and device households and more than 65 million households nationwide serviced by multichannel operatorsamp160 quotBecause we have relationships with nearly all the major cable and internet providers we39re able to utilize their internetprotocol address data and target at the household levelquot she addsamp160 quotThat39s great because we can now target at the national level Republicans Democrats primary voters and swing votersquotCampaigns fashioned by a4 Media for political and public affairs clients also incorporate data from the National Online Voter File a thirdparty data source that places information in key categories among them party affiliation voting record geography zip code and donation historyamp160 quotIt has been a challenge to effectively target and get reach and frequency at the local level in the pastquot Holliday notesamp160 quotWe39re now able to solve that issuequotHolliday believes the 2020 election drive will be a milestone for political TV advertising with many campaigns putting together a separate budget for smart TV ad buysamp160 That compares with smart TV set device or service buys competing for dollars from a general TV or digital budgetamp160 quotWe39re seeing connected TV line items on many of these strategic media plansquot she saysVarious advertising industry data sources project overall smart TV ad revenues will hit between 1314 billion this year and break through 20 billion in 2020amp160 That compares with 78 billion in revenues in 2018amp160withamp160Hulu alone accounting for 15 billionamp160 Holliday39s best guess for this election cycle hundreds of millions of dollars for smart TVplaced political campaignsWhile a4 Media39s technology process is compatible with any smart TV or device39s operating system it also works at the app levelamp160 quotWe39re not relegated to a single smart ecosystemquot sheamp160explainsAt this juncture there39s no indication of how much smart TV spending will come from the 20plus Democratic presidential candidates or Presidentamp160Trump39s reelection effortamp160 A better handle on that will come once primary campaigns kick off this fallamp160 Meanwhileamp160a4 Media is prepared for the upcoming parade of smart TVdistributed services launching this fall and in 2020 including adsupported undertakings from BET WarnerMedia and NBCUniversalamp160 quotWe want to follow the voting audience wherever they are no matter what content they are consumingquot Holliday saysBeyond 2020 Holliday forecasts the emergence of interactivity with political and advocacy projects where viewers can decide the content of a commercial or get detailed information on a topic addressed in the adamp160 quotIt39s going to get momentum as more people experience the ability to choose their own adventure choose their own ad opportunitiesquot she concludesamp160 quotIn 2022 and future years it could be more of an X factorquotClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

a4 Media's Kate Holliday on Smart TV-Empowered Political Campaigns

Author

Publish date

Channel

Simon Applebaum

Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

a4 Media's Kate Holliday on Smart TV-Empowered Political Campaigns

Enjoying This Commentary? There's More to Love

Simon Applebaum

Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

The payment was successful

Cookies