Voter attention is fragmented across multiple screens and services. While total video watching has remained relatively flat over the past 25 years, the distribution across platforms has expanded dramatically, creating both challenges and opportunities for political campaigns.
In July 2022, Nielsen reported that streaming had overtaken cable watch time for the first time ever. This shift represents a fundamental change in how voters consume video content, and political advertisers must adapt their strategies accordingly.
What is CTV vs. OTT?
These terms are often used interchangeably, but they have distinct meanings:
Connected TV (CTV)
Internet-connected television sets that stream digital content. This includes smart TVs, gaming consoles (PlayStation, Xbox), and streaming devices like Roku, Amazon Fire TV, and Apple TV. CTV refers specifically to the device used for viewing.
Over-The-Top (OTT)
Content delivered directly to viewers via the internet, bypassing traditional delivery methods like satellite or cable. Popular OTT services include Hulu, YouTube TV, Peacock, Paramount+, and many others. OTT refers to the method of content delivery.
For political advertisers, both CTV and OTT represent opportunities to reach voters who are increasingly difficult to reach through traditional television advertising.
How Political Campaigns Are Using CTV/OTT
Political campaigns are leveraging CTV/OTT advertising in five primary ways:
- Hyper-targeted voter audience segments: Unlike traditional TV, CTV/OTT allows campaigns to target specific voter segments based on voter file data, demographics, and behavioral patterns. This means your message reaches the voters who matter most to your campaign.
- Creative testing before broader distribution: Campaigns can test multiple ad variations with smaller audiences before committing to larger spends, optimizing messaging and creative elements based on real performance data.
- Competitive positioning and intelligence: Advanced platforms allow campaigns to target voters who have been exposed to competitor advertising, enabling strategic counter-messaging and competitive positioning.
- Donation and lead generation: CTV/OTT advertising can drive viewers to take action, whether that's donating to a campaign, signing up for a newsletter, or volunteering.
- Real-time voter engagement: Unlike traditional TV buys that require weeks of lead time, CTV/OTT campaigns can be launched, paused, or adjusted quickly in response to campaign developments.
The Growth of Political CTV Spending
Political CTV ad spending has grown dramatically, expanding from 19% of digital budgets in 2020 to an estimated 45% in 2024. This growth reflects both the increasing adoption of streaming services and the proven effectiveness of CTV advertising for political campaigns.
Targeting Capabilities
One of the most significant advantages of CTV/OTT advertising is the precision targeting available to political campaigns:
- Geographic precision: Target by state, congressional district, zip code, or even specific households
- Voter record data: Integrate with voter files to target registered voters, likely voters, or specific party affiliations
- Demographic parameters: Age, gender, income, education, and other demographic factors
- Behavioral forecasting: Target based on predicted voting behavior, issue interests, and media consumption patterns
- Competitor ad exposure: Reach voters who have seen your opponent's advertising
Common Challenges
Ad Fraud
The high-value nature of CTV placements attracts fraudulent actors. Sophisticated fraud schemes can generate fake impressions that waste campaign budgets. Mitigation requires working with verified, premium inventory sources that use logged-in user verification and robust fraud detection systems. At Tuesday Digital, we only work with verified inventory sources and implement multiple layers of fraud protection.
Frequency Fatigue
Excessive ad exposure damages voter sentiment and wastes budget. Unlike traditional TV where frequency is harder to control, CTV/OTT platforms allow for careful frequency capping across devices and platforms. Proper campaign optimization ensures voters see your message enough times to be persuasive without becoming annoying.
Campaign Launch Requirements
To launch a CTV/OTT campaign, you'll need:
- Video advertisement: At minimum, one video ad is required
- Standard lengths: 15 or 30-second spots are standard
- File formats: .mp4 and .mov are most common; some platforms accept .srt caption files
- Accessibility: Proper captioning ensures your content is accessible to all viewers
How Tuesday Digital Can Help
Tuesday Digital guides campaigns through a straightforward five-step process:
- Initial consultation: We discuss your campaign goals, target audience, and budget to understand your unique needs
- Customized advertising plan: We develop a tailored strategy including platform selection, targeting parameters, and creative recommendations
- Video content creation/formatting: Our team can produce new video content or format existing materials for CTV/OTT specifications
- Ad deployment: We launch your campaign across premium streaming platforms with precise targeting
- Performance monitoring and reporting: Ongoing optimization and transparent reporting ensure your campaign delivers results
Ready to Reach Streaming Voters?
Contact us for a free CTV/OTT assessment for your campaign.
Frequently Asked Questions
What's the difference between CTV and OTT advertising?
CTV (Connected TV) refers to the device used for viewing, such as smart TVs or streaming devices. OTT (Over-The-Top) refers to the delivery method, content streamed directly over the internet. For practical purposes in political advertising, both terms describe advertising on streaming platforms viewed on television screens.
How do you protect against ad fraud?
We work exclusively with verified, premium inventory sources that require logged-in user verification. Our platforms employ multiple layers of fraud detection, and we continuously monitor campaign performance for suspicious activity. This approach ensures your budget reaches real voters, not bots.
What are the key benefits of CTV/OTT for political campaigns?
The primary benefits include precise voter targeting based on voter file data, the ability to reach cord-cutters who don't watch traditional TV, detailed performance analytics, flexible budgets without large minimum buys, and the ability to launch and adjust campaigns quickly in response to campaign developments.
How do you prevent frequency fatigue?
We implement careful frequency capping across devices and platforms to ensure voters see your message enough times to be persuasive without becoming annoyed. Our optimization team continuously monitors frequency metrics and adjusts campaigns to maintain optimal exposure levels.
What do I need to launch a CTV/OTT campaign?
At minimum, you need one video advertisement (15 or 30 seconds) in .mp4 or .mov format. We can help produce new content or format existing materials. You'll also need to define your target audience and geographic focus. Our team handles the rest, from platform selection to campaign optimization.