The Road to
The ultimate guide to
political advertising 2022
Form to go here, need it
supplied by Caroline Graff
Begin the road to victory by
planning the ultimate road trip!
Your job this election season is to reach voters with the right message on the right channel at the right time.
From the most sophisticated trader to
the early learner, if you are buckling up
for a cross-country campaign or exploring
your home state, with Xandr’s political experts in the passenger seat, the road
to campaign success will be a smooth ride. . .
Pack up the essentials and let’s hit the road!
Reach your voters
Campaign Trail '22
The Xandr Trail
Everyone Loves CTV
While cord-cutting was already well underway, since 2020, streaming viewership continues to rapidly rise. Today voters of all generations—Baby Boomers to Gen Z— are spending most of their time consuming video content through streaming services. 82% of households are CTV targetable ,
a higher penetration than cable TV.
Advertisers are responding to the consumer shift—
ad spending on connected TV is soaring—and nearly
two-thirds of brands (66%) plan to increase their CTV
ad budgets this year . Political advertisers also need to
evolve their strategies to be effective in today’s landscape. This midterm election year, political campaigns
need CTV to effectively reach voters at scale.
1 eMarketer, June 21
2 Adweek CTV Ad Spend Feb 2022
Precision targeting with CTV
A scalable targeting range
With streaming-centric viewership, political advertisers
need a digital strategy that includes CTV. When it comes
to reaching specific voters, targeting granular political geographies, and ad placements within a high impact environment, linear TV is no match for what CTV offers political advertisers. That is the ability for advertisers to reach voters based on their interests and more—on the largest screen in the house—while making
campaign adjustments in real time.
That’s just the beginning of why all eyes
are on CTV this election season.
Intuitive Buying Experience
We‘re happy to share that Xandr has won the award for best political service team at the Reed Awards, which embodies excellence in political campaigning and grassroots and advocacy. Congratulations to the whole team!
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When it comes to political campaign messaging, you need broad voter reach across premium video and connected TV nationwide. However, premium video inventory across CTV, desktop, and mobile is packaged and sold through private marketplace deals.
First Look Deals
Both are effortless ways to secure access to the supply you want and the targeting you require.
Oh no! A traffic jam!
Securing access is not easy. Buyers face immense challenges in:
accessing deal-gated supply
developing publisher relationships to set up deals at scale
working with SSPs to access available inventory.
Content owners and broadcasters
MVPDs and vMVPDs
Fragmentation hazard! Watch out!
Premium Video Catalog streamlines the connections between buyers and sellers by providing access to
a publisher‘s inventory at all possible price points, maximizing audience reach and decreasing CPMs.
To navigate effectively in Invest DSP and quickly scale political campaigns, leverage Xandr’s Inventory Library.
With direct access to the most relevant and politically addressable supply you’re on your way to optimized campaign dollar efficiency.
Premium Video Catalog
Optimize your campaign by selecting one of these routes to access deal-gated supply.
Preferred access to CTV
and premium video supply
on ready-to-activate deals.
With 860+ CTV publishers targeting voters here will be the quickest and most efficient way to reach them.
600+ curated political video deals.
To navigate effectively you’ll need Xandr’s Inventory Library.
Access 600+ curated political deals.
60+ ready-to-activate political deals with preferred access for premium video and CTV supply.
Select the optimal path to access deal-gated premium video and CTV supply.
Hit the gas and secure these deals.
Navigate your way through the many publishers
and pathways to get through this gridlock.
That’s why help is on the way with Xandr’s Premium Video Catalog.
1:1 deals, and first look deals take
you to campaign success.
Drive on for features and solutions that keep you on the path to campaign success.
20+ Content Categories and Growing
Accepted Sensitive Brand Categories
Sports (NFL, NBA, etc.)
Food and Drink
VOD Long Form
VOD Short Form
Saving buyers thousands of hours by providing 1,200+ searchable,
always-on, 1:1 video deals available across hundreds of premium supply partners
Identifying the optimal path to reach all your voters is challenging; content owners, broadcasters, MVPDs, vMVPDs,
CTV and Smart TV device manufacturers each own a
different percentage of total available ad inventory.
While each path can provide you with some of the access you need, the solution for maximizing your audience reach and impression availability requires efficient access to all supply paths across all inventory owners. Navigating this fragmented CTV supply landscape on your own requires time, resources, and expertise.
You need a partner that offers an easy solution that gives you access to all the supply paths that CTV inventory is available through, helping ensure there are no missed opportunities to reach all your voters.
The backbone of The Xandr Trail. Dedicated investments powered by experienced political professionals are what makes Xandr’s Invest DSP built for politics.
Allows you to place political
ads up and down the ballot
in all 50 States.
Access 7,000+ targetable political districts at the
click of a button.
Political geography targeting
Xandr’s ongoing transparency reporting framework
A must have for every political campaign. Enable voter file targeted ads through direct integrations with all major industry voter file providers.
Programmatic and CTV advertising enable better scaling in smaller geographies
(vs. linear TV), drastically reducing waste
from targeting voters outside the district
you require. Advertisers focused on local campaigns will be able to personalize,
localize, and deliver more relevant ads
to reach their desired voters.
Experience Invest DSP, Xandr’s leading political platform built to meet the needs of today’s political buyers.
Invest DSP empowers buyers to flawlessly execute campaigns that reach voters where they are, on every channel, across all 50 states.
Built for Politics
Creative workflow with priority audit for creative
Bulk uploading and editing
Buyer monitor workflow
Click to reveal Benefit
• Upload display and video
formats together in bulk.
• Priority Platform Audit gets
creatives approved in under
two hours, including nights,
weekends, and holidays.
• Verify that your creative
specs match the publisher’s
parameters to avoid
unnecessary bid errors,
helping you access those
Quickly and easily optimize campaigns with bulk tools that allow you to create,
edit and optimize line
Seamlessly manage delivery and performance with
an immediate view of what
is pacing well and where
Gets you answers 15 minutes after impressions have run, getting you data within the hour.
Split a Line Item into granular subsets! Geography targeting, first-party voter file lists, registered voters and more...
Easily waterfall tactics in
a single Line Item. Saturate narrower audiences first.
Features and tools to get you in front of voters quickly
You made it!
The Xandr Trail is the quickest, most efficient route to reach voters at scale, on every channel,
in every state, especially with Xandr’s political experts along for the ride.
Learn more about Invest DSP for political or
get started with a Xandr representative today.
The Road to Campaign Victory
The ultimate guide to political advertising 2022
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