Launching A Political Tv Ad Campaign: Where To Begin

Political campaign advertising is a powerful tool for candidates to connect with voters and donors, and it has evolved to include various channels such as traditional television ads, social media, and digital video advertising. With the increasing popularity of streaming services, Connected TV (CTV) is becoming an attractive option for political advertisers, offering better ad targeting and a wide reach. Despite the emergence of new platforms, cable television ads still dominate political advertising, accounting for 66% of all political ad spending in the US. This can be attributed to the ability of television ads to effectively convey a candidate's message, build an emotional connection with viewers, and target specific voter groups. As such, understanding how to create and place television ads is crucial for any political campaign aiming to reach a large audience and make an impact during election season.

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The importance of video: it's engaging, memorable and can go viral

The use of video in political campaign advertising is an incredibly powerful tool. It is a highly effective method of reaching large groups of people, and with the surge in online video consumption, it is a strategy that can be employed across a variety of platforms and channels.

Video content is engaging and memorable, and it is a well-known fact that voters actively seek out video information about political issues. This is evidenced by the increase in watch time on YouTube during the 2016 Presidential Election, specifically around the Iowa Caucuses. People are more likely to respond to a short video than a lengthy, wordy policy proposal. It is a quick way to build a coalition and boost election chances. Videos can be used to share a complicated policy stance or a simple story about why a candidate is the best person for the job.

The format of a video can vary, from a professionally produced TV commercial to a quick selfie-style video on social media. The latter, in particular, lends itself to authenticity, while a well-produced ad will deliver compelling storytelling. Videos can be used to introduce a candidate, reminding existing supporters of their achievements and values, and helping new voters get acquainted. They can also be used to garner opposition to another candidate. A video can be used to appeal to specific voter factions, targeting them by age, location, party preference, and so on.

The use of video in political campaigns is only going to increase, and with the potential to reach so many people, it is a vital tool for any campaign strategy. With the right message and format, a video can go viral, spreading a candidate's message far and wide, and this is why it is so important.

Cable TV ads are expensive but effective; CTV is a cheaper alternative

Political campaign ads on TV have been a staple since 1952, and they are still going strong. Cable TV ads are expensive, but they are effective and have a broad reach. However, with the rise of streaming services, CTV (Connected Television) advertising is becoming an attractive alternative.

Cable TV advertising is shown on cable television channels, and providers sell ad space to make money. The average cable viewer watches 16 to 18 minutes of commercials per hour of TV. Cable TV ads are cheaper than broadcast TV ads and can reach a more specific target audience. They are also better for targeting live events, especially sports and newscasts. Cable TV ads can be region-specific or nationwide.

However, cable subscriptions are on the decline, and this trend is expected to continue. Cable TV ads also have some limitations. They require careful planning to avoid pitfalls, such as missing a critical shot or line of dialogue. Commercials that run over their allotted time slot may have important information cut off.

CTV advertising, on the other hand, is a form of digital advertising that offers more sophisticated targeting capabilities and better tools to manage your spend. CTV provides accurate, real-time reporting, allowing for immediate campaign optimization. It also offers interactive opportunities like QR code scanning and click-through, extending the value of your spend. CTV has a vast inventory of thousands of streaming channels and programs, and you can hand-pick the programs you want.

While CTV advertising rates can seem expensive, they are justified by the value of the targeting, which results in a less expensive Cost-Per-Completed-View (CPCV). CTV ads are integrated into the streaming video, and viewers cannot skip them. They are typically 15 to 30 seconds long and can play before, during, or after a program.

Ad content: biographical, attack or policy-focused

When creating a political campaign ad for TV, you have a few options for the content: biographical, attack, or policy-focused. Here are some tips for each approach:

Biographical Ads

Biographical ads aim to showcase the positive aspects of a candidate, such as their background, qualifications, and values. These ads are designed to help voters connect with the candidate on a personal level and understand their motivations for running for office. When creating a biographical ad, consider including information about the candidate's upbringing, career, and any achievements or accomplishments that reflect well on their character. For example, you could highlight their experience as a community organizer or their success in creating positive change in their previous role.

Attack Ads

Attack ads, also known as negative ads, are designed to criticize an opposing candidate or their policies. These ads can be controversial, but they can also be effective in swaying voters' opinions. When creating an attack ad, be sure to focus on policy differences or specific actions (or inactions) of the opposing candidate rather than making it personal. For instance, you could highlight how your candidate has a detailed plan to address a particular issue, while the opposing candidate has no clear plan or a plan that is unlikely to be effective.

Policy-focused Ads

Policy-focused ads are a way to inform voters about your candidate's stance on specific issues. These ads can be effective in appealing to voters who care about particular topics. When creating a policy-focused ad, be sure to explain the candidate's position clearly and concisely. For example, if your candidate has a plan to improve access to healthcare, outline the key steps of that plan and how it will benefit the voters.

Additional Considerations

It's important to note that the effectiveness of TV ads may depend on various factors, such as the target audience and the placement of the ad. Cable television ads still dominate political advertising, but streaming services and digital channels are gaining traction. You can target specific voter groups by age, location, and party preference to ensure your ad reaches the right audience. Additionally, consider using pre-roll advertising, OTT (over-the-top), and CTV (connected TV) to reach viewers on streaming platforms.

Furthermore, be mindful of any legal requirements and disclaimers needed for television ads. For instance, in the US, television ads require an audio or visual statement from the candidate, identifying themselves and approving the communication.

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Targeting specific voter groups by age, location, etc

Targeting specific voter groups is a key tactic in political advertising. By understanding the demographics you want to reach, you can tailor your message and choose the right platforms to reach your desired audience. Here are some ways to target specific voter groups by age, location, and other factors:

Age

When targeting by age, consider the platforms younger voters use. For example, Gen Z and Millennial voters are more likely to be reached via social media platforms or streaming services than traditional television. On the other hand, older voters may be more likely to be reached through cable television ads. You can also tailor your message and the issues you highlight to appeal to specific age groups. For example, younger voters may be more interested in hearing about student debt or climate change, while older voters may be more concerned about healthcare or retirement issues.

Location

Location-based targeting is crucial in political campaigns, especially in countries with federal systems like the United States, where different regions have distinct political concerns. For example, a campaign targeting voters in California may focus on different issues than one targeting voters in Texas. Location-based targeting can be done through geo-targeted pre-roll video ads or by sponsoring national ads that run in all markets, ensuring broad reach.

Party Preference

Understanding the political leanings of your target audience is essential. You can tailor your message to appeal to specific party preferences or target swing voters or independents who may be more open to persuasion. This may involve creating multiple versions of your ad to resonate with different political ideologies.

Other Factors

Other factors to consider when targeting specific voter groups include income, education level, and cultural background. These factors can influence the issues that voters care about and the best channels to reach them. For example, a campaign targeting low-income voters may focus on economic issues and air ads on free streaming services or social media platforms.

By combining these targeting strategies and leveraging a mix of traditional television, streaming services, and social media platforms, political campaigns can effectively reach their desired voter groups and maximize their impact.

Disclaimers: who authorised and paid for the ad

Disclaimers are a crucial aspect of political campaign ads on TV, providing transparency about who authorised and financed the advertisement. Here are some detailed guidelines on how to structure these disclaimers:

Candidate-Authorised and Financed

If a candidate or their campaign committee authorises and finances a TV ad, the disclaimer should clearly state this information. For instance, the disclaimer could read, "Paid for by the [Name of Candidate] for [Office Sought] Committee." The disclaimer must be conveyed effectively, with specific requirements for television ads. For example, a full-screen view of the candidate delivering the statement or a voiceover with the candidate's image occupying at least 80% of the vertical screen height.

Multiple Candidates

In cases where the advertisement features multiple candidates, the disclaimer may specify that it was authorised by all the candidates included in the ad. Alternatively, if only some of the candidates have authorised it, an asterisk or other clear indication can be used to differentiate. For example, "Paid for by the [Committee Name] and authorised by the candidates marked with an asterisk."

Authorised by Candidate but Financed by External Party

If a candidate or their campaign committee authorises the ad but it is financed by an external party, such as a political action committee or a group, the disclaimer must identify the paying party. For instance, "Paid for by the [External Party Name] and authorised by [Candidate's Name]." The disclaimer should include the full name of the external party and any abbreviated name they commonly use.

Not Authorised by Candidate

In the scenario where a TV ad is not authorised by a candidate or their campaign committee, the disclaimer must include an audio or visual statement from a representative of the paying party. This could be a political committee, corporation, labour organisation, individual, or group. The disclaimer should clearly state who financed the ad and whether any candidate or committee authorised it.

Federal Candidates and Elections

It is important to note that authorisation notices for federal candidates and elections are exempt from complying with state or local disclaimer laws. However, specific regulations, such as those governing the placement of road signs, may still apply. Additionally, rates for television advertisements are regulated by the Federal Communications Commission.

By following these guidelines, political campaign ads on TV can ensure they provide accurate and transparent information about their authorisation and financing through effective disclaimers.

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