CTV and OTT Propel Two California Judicial Candidates to Victory for Political Agency

An agency collaborated with Strategus to enhance two political campaigns for judicial candidates in a densely populated California county. Traditionally reliant on linear TV, the agency sought to leverage the digital capabilities of connected TV (CTV) and over-the-top (OTT) advertising.

Strategus executed both campaigns in the final four weeks leading up to the county election, optimizing ad spend to reach a larger, more targeted audience efficiently. The result was successful campaigns that led to the election victories of both judicial candidates.

• Win the election with at least 50% of the vote
• Achieve optimal exposure of 3-5 times per viewer.
• Reach ideal voters within the county on CTV and OTT devices.

Strategus adopted a comprehensive, audience-centric strategy by identifying key audiences based on political affiliation, voting propensity, and demographics, specifically targeting Republican-affiliated, Hispanic, and no party preference voters. The campaign aimed at homeowners in key areas, utilizing CTV, Online Video, and Display ads to deliver consistent and compelling messages across platforms. Ads were strategically served with a frequency of 3-5 times per viewer to prevent ad fatigue and enhance message retention.

A live reporting dashboard allowed for real-time adjustments, balancing tactics with budgetary constraints. Strategus continuously optimized the campaign by retargeting voters across multiple digital devices and adjusting audience pools based on the latest data. This agile approach maximized reach and ad exposure, ensuring the right message was delivered to the right audience at the right time. The strategic use of CTV and OTT effectively converted digital engagement into voter action, contributing to the candidates’ victories.