Mr Walker’s marketing team focused on Connected TV for the last 2 weeks of of his run for Parish Council, at the tail end of an integrated digital strategy to get voters out early in a hotly contested election.
Vibe’s unskippable ads and vast audience targeting (and retargeting) offerings allowed the team to target the following segments with hyper-precision, yielding an over 98% average VTR (View Through Rate).
Buying TV inventory programmatically helped Mr Walker’s team dramatically lower local channel ad slot pricing, allowing the campaign to maintain a record low $0.05 CPV (Cost Per View).
Mr Walker’s campaign was able to target specific audiences like registered independent voters, home-owners, and households with children because, unlike Meta, Spotify, or YouTube, CTV’s household IP targeting practices are not restricted by political advertising guidelines.
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