Data, Precision And Reach. LG Ad Solutions' Keith Norman On Why CTV Is Winning The Political Ad Race
This Innovator Spotlight article is an outtake from our newest TVREV Special Report, Political Advertising On CTV, 2024 which you can download for free.
“Political advertising is expected to hit record levels due to several factors, including record fundraising and the intensely competitive races we’re witnessing up and down the ballot as we approach the general election,” notes Keith Norman, VP Sales, Political Practice at LG Ad Solutions. “The stakes are high, with many elections being toss-ups that will be decided by just a few thousand votes. This competitive landscape, combined with the use of platforms that allow for incremental reach and advanced targeting—especially Connected TV (CTV)—means that candidates and causes are leaving no stone unturned in their path to victory.”
ALAN WOLK (AW): Why is streaming, particularly Connected TV (CTV), becoming so popular with political advertisers?
KEITH NORMAN (KN): CTV’s popularity among political advertisers stems from its ability to provide choice this cycle, at scale- the combination of the broad reach and impact of traditional TV with the precision targeting typically found in digital platforms. Advertisers can target specific demographics, interests, and geographical areas with incredible accuracy, down to the zip code level. Additionally, CTV offers enhanced measurement capabilities, allowing campaigns to track the effectiveness of their ads in real-time, personalize messages, and adjust strategies as needed—capabilities that aren’t possible with traditional linear TV.
AW: How does LG leverage its viewer data to enhance the targeting capabilities of political ads?
KN: LG Ad Solutions leverages deterministic viewer data through Automatic Content Recognition (ACR) technology on our Smart TVs. This technology provides insights into viewer behavior and preferences, enabling smarter targeting. This ensures that political ads are served to voters who are most likely to be persuaded, and motivated by the message, thereby increasing the efficiency of ad spend. Campaigns can target voter viewership habits by channel, genre, and even by exposure to their own or competitors’ ads, optimizing reach and frequency.
AW: What measures are in place to ensure political ads reach the intended audience without violating privacy regulations?
KN: LG adheres to strict privacy regulations, ensuring that all data used for targeting is anonymized and aggregated. We follow secure data handling and processing protocols to protect viewer privacy. Our targeting methods respect user privacy in compliance with all regulations while effectively reaching the intended audiences.
AW: How are down-ballot campaigns effectively repurposing social media video content for use on CTV? What are the best practices?
KN: Down-ballot campaigns can effectively repurpose social media video content for CTV by taking advantage of innovative, interactive features now available on CTV ads. For example, ads on an LG Smart TV can be enhanced with interactive elements like direct calls to action and QR codes, which drive engagement and action. These features, successful on social platforms, are now boosting viewer engagement on the biggest screen in the home, leveraging CTV’s capabilities to display more impactful content and encourage direct action, similar to social media campaigns.
AW: What are the key differences in creating content for CTV versus social media?
KN: Creating content for CTV allows advertisers to leverage higher quality production and screen resolution that captures viewers’ attention on the big screen. Unlike social media, where content is designed for quick consumption on smaller screens, CTV content can share narrative-driven stories while providing those interactive elements where more details can be shared. We know this approach holds viewers’ attention during what is often a more relaxed viewing experience, which may include co-viewing with family or friends.
AW: How does LG handle urgent ad placements in response to breaking news or last-minute campaign changes?
KN: One of the significant benefits of political advertising on LG Smart TVs is the ability to adjust campaign creative mid-flight. This flexibility is crucial for responding to rapidly changing sentiments in many campaigns. LG Ad Solutions can work with advertisers to swap creative content to reflect real-time updates, ensuring that political advertisers remain nimble and responsive in the race to win.
AW: How can campaigns ensure their ads are seen by the right voters without overwhelming them with too much frequency?
KN: CTV offers political advertisers the ability to reach and target their intended voters effectively while avoiding ad fatigue. We use sophisticated audience segmentation tools and cross-platform analysis to implement frequency caps, limiting how often a viewer sees the same ad. By analyzing viewer data, we optimize the number of impressions per unique viewer, ensuring maximum impact without overexposure.
AW: How is LG handling standards and practices for political ads?
KN: LG upholds high standards and practices for political ads by enforcing strict content guidelines that ensure all advertisements are truthful, non-deceptive, and respectful. All political ads must include disclaimers that comply with both state and federal disclosure laws. We review all political ad content for compliance with these legal and ethical standards, and our third-party content providers also adhere to their own policies and applicable legal requirements.
Our newest report is a deep dive into why CTV is the hottest new battleground for political ad spending. With a record $10.7 billion expected to be spent on political ads in 2024—$1.5 billion of that on CTV alone—political dollars are more critical to the industry’s success than ever before.
Here’s a sneak peek at what’s inside:
Streaming Takes Center Stage: Whether it’s targeting down to the zip code level or real-time measurement that’s miles ahead of old-school TV, political campaigns are throwing their ad dollars into CTV. From local down-ballot races to national campaigns, the shift is happening across the entire political spectrum.
Customized Messaging: CTV’s ability to target viewers based on interests and affinities allows campaigns to deliver messages with pinpoint accuracy—all with the emotional punch that sight, sound, and motion on the biggest screen in the house can deliver.
Challenges Ahead: Managing ad fatigue and navigating the wild west of streaming inventory are but two of the challenges campaigns need to stay on top of. Our report digs into some smart strategies to make it all work.
What Comes Next: From data-driven insights to contextual targeting, CTV is poised to dominate the political ad landscape in the years to come. We break down the innovations on the horizon and what they mean for future campaign strategies.
Ready to see why CTV is the VIP of political advertising? Download the full report now and stay ahead of the pack.
Special thank to our sponsors LG Ad Solutions and Magnite.
