Streaming Media is Purpose-Built for Political Campaigns

Q&A with Origin Media Chief Business Officer, Stephen Strong

Richard Kosinski

June 8, 2020

Over-the-Top (OTT) TV and streaming audio content, delivered via Connected Televisions (CTV), mobile devices and smart speakers, have rapidly evolved into viable paid media platforms. Three out of every four U.S. homes have access to Connected TV, and more U.S. homes have a CTV device than have a cable box. The story is similar for streaming audio with over 60% of the U.S. population – 169 million individuals – listening to streaming audio weekly1. With the rapid growth of OTT and streaming audio content, political advertisers are considering how to best use these channels to reach and engage their target voters.

  • CTV will be essential to reach key demographic segments including young voters, upper-income households and multicultural audiences in 2020. These cohorts are over-represented among the growing legion of cord cutters and cord nevers, which means up to 40% are effectively unreachable via linear TV2. Voters under the age of 35 spend more time listening to streaming audio than terrestrial radio3.
  • CTV and streaming audio enable targeting on political interests and behaviors, such as party membership, past voting behavior and issue orientation for more effective advertising reach and messaging.
  • The ability to tailor campaign geography to voting districts is an unsung advantage of streaming media for political campaigns. Streaming media campaigns can be configured to neighborhoods, municipal boundaries, congressional districts, and state borders so that every impression lands within the relevant election zone of registered voters.

Recent presidential elections have coincided with the rise of new digital platforms that played a pivotal role in reaching voters and deciding outcomes: search starting in 2004, social from 2008 and online display in 2012. In 2016, political advertisers spent more on digital video than cable TV. Streaming media is poised to be the game-changing platform in 2020.

To read more about How Political Campaigns Can Leverage A New Media Platform, click here.

To learn more about advanced audience targeting and cross-device measurement for political and issue campaigns for Connected TV and Over-The-Top TV, click here.

1. The Infinite Dial 2019 (Edison Research and Triton Digital)
2. eMarketer July 2019, Tru Optik
3. Audio Monitor U.S. 2018

Lastest Blog

Meet Our Partners

Tru Optik, a TransUnion company, works with many of the world’s leading brands, agencies, media companies, platforms and data providers to engage consumers.

Read Blog

Chef Merito Reaches New Customers & Increases Sales with Origin Media & Tru Optik's Data Marketplace

Chef Merito, a Hispanic focused food company partnered with Origin Media to increase sales among Hispanic target consumers with a Connected TV campaign.

Read Blog

The Tru Optik Data Marketplace Enables Data Accuracy

The astonishing growth of Connected TV is changing the way brands and agencies plan TV advertising in general and Connected TV in particular to reach specific targets.

Read Blog