A leading political marketing and advertising agency was working on a high-profile ballot initiative in California that was drawing heavy linear spend from both sides of the issue. To reach new voters with counter-messaging, the agency needed a smarter, more cost-effective approach to extend reach beyond saturated linear environments. To do so, they turned to Basis.
With Basis, the agency was able to leverage CTV as a more cost-effective media buying strategy across four key markets (Los Angeles, Sacramento, San Diego, and San Francisco). After the agency shifted more spend to CTV/OTT as it outperformed linear TV, the client sharpened their narrative on how the channel can inform, persuade voters, and reach new audiences. Deploying this approach, the campaign sourced 94% net new voters via CTV.
Performance:
OTT/CTV: Unique Audience: 4,821,292 | Reach: 14.55%
Total TV (Linear + Digital): Unique Audience: 19,563,025 | Reach: 59.05%
Total - All Platforms: Unique Audience: 24,095,505 | Reach: 72.74% | Incremental Audience: 4,532,480
1) Customized Targeting Strategies
The campaign deployed a precision CTV strategy using Basis’ audience matching and Comscore insights, targeting both known voter pools and identifying new audiences. This significantly extended the incremental reach with limited overlap (6%) between CTV and linear viewership.
2) Tailored Partner Recommendations
With Comscore’s Advanced Reach Measurement, Basis delivered detailed market-level reports and insights, uncovering new voter segments to target.
3) Regular Optimization & Support
Basis monitored campaign delivery daily and optimized placements to maximize impact while controlling frequency. This approach maintained efficient exposure across channels throughout the campaign.
4) Custom Political-Approved Private Marketplaces (PMPs)
Basis built custom PMPs featuring premium CTV, OTT, and audio inventory approved for political advertising. This maximized the campaign’s ability to reach voters in high-quality, compliant environments at scale.
The client is a leading marketing and advertising agency specializing in political campaigns, combining strategic insight with agile execution to boost brand presence, deliver measurable digital results, and help clients reach the right audiences.
Industry: Marketing & Advertising, Candidates & Causes
Company Size: 21-50 employees
Locations: USA
Key Goal: Increase brand awareness
