Political marketers in 2022 most excited about CTV and programmatic ad opportunities

Core Technologies

Core Technologies

Basis Technologies poll reveals political marketers’ views on digital media

Jaime Vasil, Group Vice President, Basis Technologies

“The expansion of CTV advertising opportunities coupled with programmatic ad buying capabilities is transformative for political marketers. The speed and efficiency of political marketers on this channel is especially effective because of the wide range voters they can reach who don’t watch linear TV,” said Jaime Vasil, Group Vice President, Basis Technologies. “In a short time, the expertise of this channel has become essential for elections We’ve seen how access to high-quality, fast, and large-scale digital inventory has been an equalizer in the primaries, and we think it could be the difference in pop-up competitions in the primaries. general elections.

Basis Technologies’ services teams advise, optimize and help marketers effectively navigate the ever-evolving digital media landscape. Digital advertisers need effective solutions and optimization strategies. Enter Basis Technologies Media Strategy and Activation Services.

Most Promising Developments in 2022 for Political Marketers’ Digital Campaigns

According to Basis Technologies, a large majority of respondents see connected television (CTV) as the most promising development for digital campaigns.  Basis Technologies is a leading provider of cloud-based workflow automation and business intelligence software for marketing and advertising.  Its Candidate and Causes team has been trusted by agencies and consultants in politics, public affairs and advocacy.

According to Basis Technologies, a large majority of respondents see connected television (CTV) as the most promising development for digital campaigns. Basis Technologies is a leading provider of cloud-based workflow automation and business intelligence software for marketing and advertising. Its Candidate and Causes team has been trusted by agencies and consultants in politics, public affairs and advocacy.

Importance of Programmatic Advertising for Political Digital Campaigns

Programmatic advertising will be important for digital campaigns for 92% of political marketers in 2022, according to Basis Technologies.  Basis Technologies is a leading provider of cloud-based workflow automation and business intelligence software for marketing and advertising.  Its Candidate and Causes team has been trusted by agencies and consultants in politics, public affairs and advocacy.

Programmatic advertising will be important for digital campaigns for 92% of political marketers in 2022, according to Basis Technologies. Basis Technologies is a leading provider of cloud-based workflow automation and business intelligence software for marketing and advertising. Its Candidate and Causes team has been trusted by agencies and consultants in politics, public affairs and advocacy.

WASHINGTON, Oct. 04, 2022 (GLOBE NEWSWIRE) — Basis Technologies, a leading provider of cloud-based workflow automation and business intelligence software for marketing and advertising, today announced survey data showing that connected television (CTV) is the most promising development for digital marketers in the 2022 election. Additionally, 92% of political marketers now say programmatic advertising will be important to their campaigns . The Basis Technologies survey was conducted in July 2022 by a variety of agencies, consultants and advocacy organizations specializing in political and advocacy marketing.

To read the report, “Digital Media Insights in Political Marketing”, visit: https://basis.net/blog/digital-media-insights-in-political-marketing-2022-elections-edition.

Additional survey data shows that:

  • There are more respondents in 2022 who say “voter roll data” is promising than in 2020.

  • A majority of respondents allocate between 25 and 55% of budgets to digital.

  • The overwhelming majority of professionals (92%) say programmatic advertising is important.

  • For programmatic ad partner capabilities, the CTV inventory scale is most important, although customer service support is also of some importance.

  • More than half of respondents say the Great Resignation did not affect them.

  • For two consecutive election cycles, the most concerning factor for digital campaigns is “digital platforms changing policies and restrictions on political ads.”

As the 2022 US election season gathers pace, Basis Technologies’ survey illustrates the thoughts of political marketers as they navigate the digital media landscape. Many campaigns for the more than 500 congressional and state executive races this election season, as well as a wide range of ballot metrics, are exploring strategies that incorporate connected TV, programming and other available addressable advertising elements. in digital media.

“The expansion of CTV advertising opportunities coupled with programmatic ad buying capabilities is transformative for political marketers. The speed and efficiency of political marketers on this channel is especially effective because of the wide range voters they can reach who don’t watch linear TV,” said Jaime Vasil, Group Vice President, Basis Technologies. “In a short time, the expertise of this channel has become essential for elections We’ve seen how access to high-quality, fast, and large-scale digital inventory has been an equalizer in the primaries, and we think it could be the difference in pop-up competitions in the primaries. general elections.

Basis Technologies has been trusted by policy, public affairs and advocacy agencies and consultants for over 15 years. Its Basis platform offers a comprehensive selection of unique shopping methods across all channels and devices, using all major creative types and formats. Basis Technologies offers flexible service models with expertise in ad buying tactics for programmatic, provider direct, search and social media. Since 2007, Basis Technologies has helped power digital media for more than 1,500 independent political campaigns and spending committees, and more than 2,000 advocacy advertisers. In 2020, of the more than 400 US election campaigns working with Basis Technologies, 70% had winning results.

About core technologies
Basis Technologies (https://basis.net), formerly “Centro”, is a leading provider of cloud-based workflow automation and business intelligence software for marketing and advertising within companies. Its SaaS platform is comprised of a suite of integrated applications that automate manual operations, standardize business processes, and improve marketing and advertising performance. The technology offers a comprehensive selection of shopping methods across all channels and devices, using all major creative types and formats. Basis’ platform creates a single system of record, seamless team collaboration, and data-driven actionable insights, driving material productivity gains and increased profitability for users. Based in Chicago with offices serving North America, South America and Europe, Basis Technologies has received numerous accolades for its commitment to employees and workplace culture. Learn more at https://basis.net.

Contact:
Antoine Loredo
917-573-4157
anthony.loredo@basis.net

Photos accompanying this ad are available at

https://www.globenewswire.com/NewsRoom/AttachmentNg/32053c5c-6800-434d-98c0-a4ec21429278

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A video accompanying this announcement is available at

https://www.globenewswire.com/NewsRoom/AttachmentNg/83a9eaee-788a-4b7e-8692-b35f2842611e

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