Push Digital boosts political candidate’s favorability by 13.9% with CTV-led omnichannel strategy

Increase candidate favorability and constituents’ intention to vote, particularly among older females.

Omnichannel campaign tapping into traditionally underused channels by political advertisers; CTV and audio.

“The actionable insights we gained from this study were incredibly powerful. Even though we received negative results for the female demographic, we were able to use that information to change tactics in subsequent campaigns. As a result, we saw performance significantly improve.”

Eric Frenchman

Chief Advertising Officer, Push Digital

Improving political candidate favorability with a digital advertising campaign

Push Digital is a South Carolina-based digital agency specializing in helping political candidates run successful campaigns. When a candidate campaigning for statewide office approached the agency to increase their favorability and constituents’ intention to vote, Push Digital was prepared for the challenge.

Using a CTV and audio-led omnichannel strategy to help lift intention to vote

Push Digital collaborated with its client to run an omnichannel campaign on our platform that incorporated CTV and audio, two channels typically untapped by political advertisers.

To assess the ad campaign’s performance, Push Digital ran a brand lift study with our partner Lucid, using Lucid’s political template. This template is purpose-built to measure lift in political sentiments, such as candidate favorability and consumers’ intention to vote for them. Initial brand lift results showed that the candidate wasn’t resonating with certain voters, especially older females, enabling Push Digital to adjust the campaign’s targeting and creative strategies before the next campaign flight.

After those optimizations were made across all channels, including CTV and audio, Push Digital experienced a significant increase in candidate favorability and intention-to-vote scores. This included a 13.9% increase in favorability among people over 18 who saw the ad only once. It also achieved a 5.3% increase in intention to vote for the candidate among women over 18, and a 5.7% increase among individuals aged 46 to 65.

The brand lift results demonstrate the value of including CTV and audio as part of an omnichannel political strategy to help enhance candidate favorability and intent to vote. Push Digital plans to build upon the success seen with this strategy all the way up to Nov. 5.

Want to discover how you can tap into CTV as part of your omnichannel political campaign to help boost candidate awareness and favorability? Learn more on the Resource Desk or contact your account manager at The Trade Desk today.