As political advertisers vie to reach voters digitally given the ongoing pandemic, connected TV (CTV) emerges as a frontrunner for reaching persuadable voters.
Results of Magnite’s recent study, The Power of CTV: Reaching Persuadable Voters in 2020, reveal that 40% of persuadable voters are not reachable through cable or satellite TV. The research also reports a key difference between advertising through CTV and social media channels—while widespread mistrust of social media hinders its efficacy, CTV reaches audiences in a brand-safe environment, lending those ads more credibility.
People are Skeptical of Political Ads on Social Media
According to the study, perceptions of political ads on social media are overwhelmingly negative: when asked to describe political ads on social platforms in one word, negative terms scored higher by a margin of three to one. The fact that social media is largely made up of user-generated content (UGC), which can be unpredictable, only further breeds this lack of trust. For example, 87% of study respondents agree with the statement, “there is too much fake news on social media,” while 82% say that “ads on social media are very manipulative.”
In contrast to user generated social media content, CTV ads are served alongside premium content that is professionally produced by broadcasters and publishers, significantly lowering the risks of an ad being shown next to unsavory content. Viewers also invest more faith in news sources from a TV-like environment: 70% of respondents in our recent survey agree with the statement, “I trust news that I see on TV more than what I see on social media.”
Engaging CTV Ads Drive Action
CTV’s premium and non-skippable ad environment result in high completion rates, and viewers find these ads more relevant and informative, which in turn drives action. Magnite’s research found that 70% of survey respondents took an average of two actions after seeing a digital video political ad. These actions include visiting a candidate’s website and watching more videos on a candidate.
As more families cut the cord, CTV’s reach is only growing: CTV households are expected to rise to 82% by 2023, according to the Association of National Advertisers. Economic fallout from the COVID-19 pandemic has only accelerated this trend. Results from Magnite’s study revealed that 65% of respondents opted for or plan to sign up for additional streaming services.
CTV Wins Out Over Social Media
Magnite’s study exposes an alarming lack of consumer confidence and trust in advertising across social media platforms. In contrast, CTV campaigns provide political advertisers with premium, brand-safe environments, and engaged audiences—making CTV an essential tool for this election.
For a closer look at the key findings from Magnite’s study “The Power of CTV: Reaching Persuadable Voters in 2020,” click here for the complete report.
—Karen Ring, senior director of insights & analytics, Magnite