Popularity of Digital Video and Flexibility of Real-Time Creative Gives Campaigns New Channel of Media Buys; Greater Emphasis and Money Applied to Swing States
DENVER – As political candidates sprint to November 6, more campaigns at a national and local level continue to leverage digital video because of its unique ability to target prospective voters with custom, flexible messaging. SpotXchange, Inc., the largest global marketplace of video ad inventory, is making a significant amount of video inventory available to political advertisers, including candidates, initiative campaigns and political action committees, across a number of key states, which could impact a number of political races.
More than 2.5 billion impressions are being made available in the SpotXchange marketplace from today through Election Day, giving campaigns a sizeable opportunity to drive home their messages.
Based on SpotXchange’s national footprint, campaigns can be laser-focused and target unique segments of voters in swing states based on a number of specific factors, including demographic, geographic, behavioral, and voter registration data from political consulting firms such as Audience Partners and others. Digital video and SpotXchange’s large supply of geographically based inventory, combined with the ability to target by congressional district and ZIP codes, becomes even more impactful as television opportunities continue to sell out. Political buyers can also activate their digital video campaigns – featuring 15- or 30-second spots – with limited notice using SpotXchange.
“The political season often brings last-minute budgets to digital, as TV inventory dries up and campaign strategies evolve in late October and early November,” said Michael Shehan, CEO of SpotXchange. “As an industry segment, digital video is incredibly nimble and unique. Online video accommodates the ebbs and flows of a campaign when every last minute is essential and quickly evoke a call to action for targeted campaign audiences. Ultimately, we as an industry must recognize the important and specific nuances between TV and online, and treat them accordingly.”
SpotXchange has uncovered a variety of interesting findings as it relates to political inventory availability across the key battleground states:
· Of the 2.5 billion impressions available in the SpotXchange marketplace, more than 347 million impressions are available in the nine swing states (Colorado, Florida, Iowa, Nevada, New Hampshire, North Carolina, Ohio, Virginia and Wisconsin). Click here for a map of available SpotXchange video inventory in all nine swing states.
· The SpotXchange marketplace reaches an average of 200,000 new and unique voters in each of the three primary registration groups each day (Republican, Democrat and Independent).
· In the SpotXchange video marketplace, digital video political advertisers are currently targeting these specific groups:
- National security-oriented audiences
- Party affiliation – Democrat, Republican and Independent
- Swing state residence
Benefits of digital video
Digital video gives campaigns an invaluable ability to greatly extend reach and target consumers by geography, including state and DMA, by voter age and by voter registration. Unlike TV, which targets viewers based on the programming they’re watching, digital video and the technology behind it can fill voids where TV misses the mark.
Another key difference between the old and new mediums is creative rotation. TV forces political buyers to develop ads in advance, based largely on issues and constituent messaging. However, digital video advertisements can be dynamically created or altered in real-time, enhancing a campaign’s ability to adapt to the latest political trends or hot-button issues.
For more information, please visit www.spotxchange.com.
With more than 200 million auctions per day, SpotXchange is the largest global marketplace of video ad inventory reaching 110 million unique visitors in more than 40 countries each month. The leader in video real-time bidding, SpotXchange connects thousands of online publishers with advertisers, agencies, trading desks and ad networks running top brand campaigns through its IAB-certified marketplace. SpotXchange shows premium publishers and more than 400 world class advertisers that there is a better way to buy and sell digital video — with solutions that guarantee total transparency, control, and thebest targeting and real-time optimization tools available in a premium video exchange environment.