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Political CTV Advertising: Where Time and Place Drives Mobility.

As political ad spend in the U.S. is projected to surpass $12 billion in 2024, leveraging CTV advertising becomes crucial for political campaigns looking to reach voters where they are most engaged. Traditional TV is no longer enough to capture diverse, On Demand audiences, especially when precision and timeliness are critical to winning votes.

Connected TV (CTV) offers a unique blend of digital targeting with the immersive experience of traditional TV, making it a powerful tool for political campaigns. With the rise of Proximity Targeting, CTV enables political advertisers to reach voters in real time—whether they’re at home, commuting, or at events—with messages that resonate locally and personally.

The Value of Proximity Targeting in Political Campaigns

Proximity Targeting allows political campaigns to serve hyper-localized ads to key voter segments, ensuring your message reaches the right people, at the right time, in the right places. Klever’s Proximity technology uses advanced data to deliver ads in key geographic areas, whether you're targeting swing districts, local events, or community hubs where voter sentiment can be swayed.

Through Proximity Targeting, Klever ensures that every dollar in your campaign budget is maximized by eliminating wasteful impressions. This is particularly important in political campaigns, where every voter and every dollar counts.

Why CTV vs. Linear?

CTV’s power lies in its ability to combine mass reach with granular targeting. Unlike traditional TV, CTV allows political advertisers to:

Reach Cord-Cutters: Target younger and diverse voters who consume content through streaming services instead of cable TV.

Trackable & Transparent: Measure viewership, engagement, and conversions, ensuring your spend is fully justified and measurable across all channels.

Flexible & Responsive: Make quick adjustments to your campaign based on real-time performance data, optimizing to what works best, from voter sentiment to creative efficacy.

Case Study: Political Campaign Success Using CTV

In a recent case study, Klever worked with a large client to use Connected TV (CTV) and Proximity Targeting to focus on specific swing districts and key voter segments. The campaign aimed to drive engagement and conversions through strategic media placements, which led to the following results:

  • 2.5 million impressions served across CTV and digital platforms.
  • The campaign generated 5,985 total conversions, with the majority coming from retargeting efforts.
  • The average CPA dropped to $5.08 from March to May due to constant optimization, providing significant cost-efficiency compared to traditional TV.
  • With a 72% video completion rate, the ads engaged audiences with interactive content, which kept the campaign top-of-mind.

The best-performing platforms included Pluto TV, Samsung TV, and Direct TV, with CTV platforms outperforming traditional media. These results demonstrate how leveraging CTV and proximity targeting can drive impressive engagement and measurable success in political campaigns.

Klever's Winning Strategy: Maximizing Every Ad Dollar

What sets Klever apart is our human-centered approach to programmatic advertising. We understand that political campaigns are about people, not just data. Our team of experts integrates advanced programmatic features like Proximity, ensuring you’re not only reaching voters but truly connecting with them.

Whether you’re running a grassroots campaign or targeting specific districts, Klever’s technology is designed to optimize your spend, increase ad efficiency, and most importantly, mobilize voters.

You can do more with your political campaigns. Contact a Klever expert today.

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