As traditional TV viewership declines and audiences migrate to streaming platforms, Over-The-Top (OTT) and Connected TV (CTV) advertising have become critical components of modern political campaigns. Streaming media offers campaigns the ability to reach voters on platforms where they are highly engaged, from Hulu and YouTube TV to Roku and Amazon Fire TV.
For political advertisers, OTT and CTV combine the emotional impact of television with digital-level targeting and measurement. This guide explores why OTT and CTV should be central to your political campaign strategy, how to plan and execute, and how to measure impact on voter behavior.
What Are OTT and CTV Advertising in Politics?
OTT (Over-The-Top)
- Content delivered via the internet without traditional cable or satellite.
- Examples: Hulu, YouTube TV, Sling, Peacock, ESPN+.
CTV (Connected TV)
- Internet-connected devices used to stream OTT content.
- Examples: Roku, Apple TV, Amazon Fire TV, Smart TVs, gaming consoles.
Both offer addressable ad inventory allowing political campaigns to target voters with precision.
Benefits of OTT/CTV for Political Campaigns
1. Precision Targeting
- Serve ads based on voter registration data, demographics, geography, or interests.
- Target persuadable voters, swing districts, or specific legislative zones.
2. Premium Inventory and Brand Safety
- Appear alongside high-quality, non-user-generated content.
- Avoid the brand safety risks of open web display or social media.
3. High Viewability and Completion Rates
- 90%+ video completion rates common.
- Viewers are leaned in, reducing ad skipping.
4. Cross-Device Reach and Frequency Control
- Coordinate with digital and social campaigns.
- Manage voter fatigue with frequency caps.
5. Measurable Voter Engagement
- Track impressions, video completions, and digital actions.
Recommended Platforms and DSPs for Political OTT/CTV Buying
| Platform | Strengths |
| The Trade Desk | Massive inventory, advanced targeting |
| Simpli.fi | Geofencing and household targeting |
| StackAdapt | CTV focus, custom voter segments |
| Premion | Premium local news and CTV inventory |
| Amazon DSP | Access to Fire TV and Amazon Prime inventory |
Planning a Successful OTT/CTV Political Campaign
1. Define Voter Segments
- Use voter files, demographic overlays, and behavioral data.
2. Develop Compelling Video Creative
- 15-30 second spots focused on:
- Persuasion
- Candidate introductions
- Issue advocacy
- Get Out The Vote (GOTV)
3. Optimize Bidding Strategies
- Adjust CPMs based on inventory quality, dayparts, and voter value.
4. Layer with Digital and Social Campaigns
- Ensure unified messaging across all voter touchpoints.
5. Use Sequential Storytelling
- Serve multiple ad versions to reinforce narratives over time.
Sample OTT/CTV Political Ad Campaign Structure
| Tactic | Audience Target | Creative Focus | Channel Examples |
| Persuasion Phase | Undecided suburban voters | Candidate’s economic plan | Hulu, Roku, ESPN+ |
| Issue Advocacy | Healthcare-focused voters | Personal healthcare story | Peacock, Paramount+ |
| GOTV | Registered party base | Deadline reminders, turnout | Local news apps, Amazon Fire TV |
Key Metrics to Measure OTT/CTV Political Campaign Success
| Metric | Why It Matters |
| Impressions Delivered | Voter reach and penetration |
| Video Completion Rate (VCR) | Measures engagement and content resonance |
| Frequency | Controls overexposure, maximizes budget efficiency |
| Cost Per Completed View (CPCV) | Efficiency in driving full ad views |
| Lift Studies | Impact on voter sentiment and intent |
Real-World Example: CTV Swing Voter Persuasion Success
Scenario: A U.S. Senate campaign needed to shift perception among swing voters.
Tactics:
- Ran 30-second OTT ads highlighting the candidate’s bipartisan record.
- Targeted suburban ZIP codes with historically high split-ticket voting.
- Layered CTV ads with Facebook retargeting.
Results:
- 5.4 million completed video views
- 82% VCR across premium OTT inventory
- 11-point favorability lift in pre/post voter surveys
Common OTT/CTV Mistakes to Avoid in Political Campaigns
1. Treating CTV Like Linear TV Buys
- Solution: Leverage digital targeting and measurement advantages.
2. Neglecting Cross-Device Coordination
- Solution: Align CTV messaging with search, social, and display.
3. Under-Allocating Budget
- Solution: Invest 20-30% of digital spend in OTT/CTV to match voter consumption patterns.
4. Failure to Plan for Frequency Management
- Solution: Cap exposures to prevent voter fatigue.
Future Trends in OTT/CTV Political Advertising
1. Interactive CTV Ads
- Voter surveys, donations, or sign-ups embedded in TV ads.
2. AI-Driven Optimizations
- Automated budget shifts to high-performing voter segments.
3. First-Party Data Expansion
- Deeper integration of CRM and voter file data for household-level targeting.
4. Advanced Attribution and Lift Measurement
- Holistic view of how CTV impacts awareness, persuasion, and turnout.
Conclusion: OTT and CTV Are Game-Changers for Political Campaigns
Streaming television is where voters—especially younger, suburban, and independent audiences—spend their time. Campaigns that leverage OTT and CTV advertising will:
- Expand reach beyond traditional linear TV
- Deliver highly targeted messages
- Measure and optimize performance in real time
Key Takeaway: OTT/CTV is not a luxury—it’s a necessity for winning modern elections.
For expert planning and execution of OTT/CTV political campaigns that drive real voter impact, contact Propellant Media—your partner in digital political advertising.