By Kristen Fisher (Director of Business Development)
Why CTV/OTT + Linear TV Is the Winning Combo for Political Campaigns
In today’s fragmented media world, reaching voters isn’t as simple as buying a few primetime TV spots and calling it a day. People are watching content everywhere – on smart TVs, phones, laptops, and yes, sometimes still on cable. That’s why the smartest political public affairs firms are shifting their strategy: CTV/OTT is taking the lead, but linear TV still plays a vital supporting role.
CTV/OTT: Your Digital Big Screen Advantage
Connected TV (CTV) and over-the-top (OTT) streaming has transformed how campaigns can reach voters. With these tools, you can:
- Target by audience, not just geography
- Serve ads across devices, from smart TVs to mobile phones
- Track real-time performance, down to completions and engagements
- Reach cord-cutters and streamers who never touch traditional cable
Unlike linear TV, CTV/OTT allows you to tailor your message to the right audience, right where they are, with less wasted spend.
But Don’t Ditch Cable, Blend It In
While CTV/OTT provides laser-focused targeting, linear TV still delivers unmatched scale and trust, especially with older or traditional media consumers. Including linear in your plan ensures you reach every corner of your audience universe, even those not streaming the latest docuseries.
When you combine the two:
- Your message is reinforced across platforms and screens
- Voter recall improves with consistent cross-channel impressions
- You increase both the depth and breadth of audience awareness
The Strategy That Works:
- Start with CTV/OTT: Lead your media mix with targeted, flexible, and trackable video placements.
- Add programmatic digital: Expand your campaign’s digital footprint through display, audio, and native ads.
- Layer in linear TV: Utilize cable to amplify reach and enhance your presence during key time slots or voter-heavy programming.
The Takeaway:
CTV/OTT isn’t just a modern upgrade. It’s the foundation of an effective political media strategy. However, when paired with the wide reach of linear TV, your campaign reaches every screen, every time.
Smart firms aren’t choosing between CTV and cable, they’re choosing both. Let your media plan be as dynamic as the voters you’re trying to reach.
Want help crafting the perfect media mix? We’ve got you covered.
