Political Campaigns Embracing Streaming TV
Streaming TV is a digital version of traditional linear (cable/tvnetwork media. Same content, same screen size, but with the ability to apply the benefits of programmatic ad buying. What that means is we can do more than just the sort of standard “Adults 25 to 54”, targeting that you get on linear. With streaming, we can now get very specific with our targeting. We can look for Republican leaning swing voters, or target Congressional districts from a geo perspective rather than from a zip code perspective. So essentially, it’s given us the ability to provide digital style targeting on television screens, which is something political campaigns were never able to access at scale before. WHAT IS STREAMING TV ? It’s always helpful to start with definitions. In this case, “streaming” refers to any and all television programming that is delivered via the open internet. In the US, most (around 80 percent) streaming TV is watched on an actual television set, with desktops, laptops, tablets and smartphones making up the remaining 20 percent. Ad-supported streaming, on subscription (SVOD) or free (FAST) services makes up an increasingly large share of the streaming universe and it is that sector that we will be focusing on in this report. FAST is an acronym that stands for free ad-supported streaming TV services. Essentially, this is streaming live TV without the subscription We do have a dedicated team for political advertising. We sort of have to, because it is very common for us to get a...
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