FlexPoint boosts CTV incremental reach by 23% for congressional candidate

Business objective

Reaching incremental voters beyond linear TV 

Ad campaign efficiency is crucial for high-stakes elections. FlexPoint Media, the agency buying media for the Congressional Leadership Fund (CLF), a Republican super PAC, wanted to drive incremental reach on digital while reducing overlap with ads run on linear TV for congressional candidate Mariannette Miller-Meeks in Iowa’s 1^st Congressional District (IA-01). 

FlexPoint knew connected TV (CTV) would play an important role in its media plan, but with many voters already exposed to CLF ads on linear TV, it recognized the potential for audience overlap between linear TV and CTV. Additionally, FlexPoint wanted to leverage Comscore data to engage with potential voters who were recently served ads from Miller-Meeks’ Democratic opponent. 

FlexPoint worked with The Trade Desk to devise a strategy that would enable it to drive incremental reach on digital while minimizing duplication between linear TV and CTV. 

Solution

Using Comscore’s data and measurement tools within our platform to help extend digital reach

FlexPoint ran its campaign on our platform, tapping into our selection of premium CTV and online video (OLV) inventory. To help drive incremental reach and measure the impact at the local level, FlexPoint used targeting and measurement tools from our media analytics partner, Comscore. 

FlexPoint used Proximic linear TV exposure segments by Comscore to reduce overlap between linear and digital ads. Proximic segments use Comscore data to target or exclude users based on their linear TV ad or show exposure. Activating this data in our platform enabled FlexPoint to exclude audiences already exposed to CLF ads via linear TV and strategically target audiences that recently viewed the Democratic candidate’s linear TV ads. 

FlexPoint also used Comscore’s measurement solution, Comscore Campaign Ratings (CCR), to evaluate unduplicated reach at the local level across linear TV, CTV, and OLV. The study validated that FlexPoint’s strategy successfully extended its reach on digital by 23%. It also showed that 99% of potential voters reached were exposed exclusively via OLV or CTV. 

FlexPoint maximized voter engagement per dollar by driving incremental digital reach and reducing overlap with linear TV through cross-channel planning and measurement. The strategy highlights the importance of planning and measuring linear TV and digital campaigns together. 

Are you a political advertiser looking to measure the effectiveness of your linear TV and digital buys on driving incremental reach? Contact us or reach out to your account manager today.