Solving the Ad Saturation Problem
The digital equivalent of having your cake and eating it too could be driving incremental reach without audience over-saturation. The Trade Desk believes that its relatively new partnership with both Comscore and Proximic, a division of Comscore, can deliver just that.
In an interview with C&E, the company pointed to a not-quite-public case study involving a statewide campaign in a 2024 battleground which, through GOP shop Push Digital, was running an effort to reach new potential voters.
The unnamed campaign used Proximic’s audience targeting tool combined with Comscore’s local incremental reach reporting and AdImpact spend data to help it reach households on CTV 36 percent more efficiently than those through linear TV, according to TTD.
The issue of ad saturation is becoming increasingly relevant in today’s political landscape, where voters are bombarded with the same messages repeatedly, leading to diminishing returns and even voter fatigue. The Trade Desk’s approach to addressing this problem by integrating advanced targeting through partnerships with Comscore and Proximic is a smart move for conservative campaigns. By ensuring that ads are delivered more efficiently and to new potential voters, campaigns can maximize their impact without overloading the audience. This strategy not only enhances the reach but also respects voters' time and attention, which is crucial in maintaining a positive campaign image. Conservative campaigns should take note of these innovations to avoid wasting resources and to ensure their message resonates with the right people at the right time.
~Political Media Staff