2023年4月21日

分享:基础技术提供基于云的工作流自动化和商业智能软件的市场营销和广告。公司专注于媒体策略和结果,也曾与政治活动和各种规模的组织。当地种族和州长和州立法,参议院和国家倡导组织使用15年的基础,包括2022年的选举开支的努力。最近在一份报告中公布的一些数据基础题为“数字广告的趋势,美国选举”,得出的结论是,CTV广告在政治运动比以往更大的影响,特别是在中期选举。这可能是因为更多的政治活动转向CTV作为通道。直接对CTV媒体购买35%股份的购买策略结构,提高了编程的广告印象和花在CTV设备60%以上,根据研究结果。基础技术编制的数据来自1000多个广告商状态,当地和国家种族管理数字广告平台上购买。竞选广告客户花了1.3亿美元在显示广告,视频,本地搜索和社交媒体。报告的结果包括:CTV广告视频的一个关键原因是压倒性的广告格式最喜欢基于支出的份额(68%)。编程购买尽管需求方平台(dsp),尽管非常受欢迎的运动与2020年的63%的预算,降至2022年的52%。 Direct buying surged to 35% share. Programmatic media saw a 40% rise in average CPMs between January and November 2022 while video-ad CPMs were more steady throughout the year. The top three direct sellers were YouTube, Facebook, and Hulu. New to the top 15 were VideoAmp, Katz Media Group, LG Ads, Nexstar Media Group and NBC Universal. In the 30 days leading up to election day, campaigns spent 50% of digital ad budgets. Michigan garnered the most programmatic ad impressions served through Basis, followed by Wisconsin and California. “The biggest surprise in our findings was that CPMs, especially video CPMs, did not increase substantially in the fall,” said Jaime Vasil, Group VP, Candidates + Causes, Basis Technologies. “It seems logical that with the dramatically increased volume of spending in October and early November, demand could outweigh supply and drive prices up in biddable media.” She added, “But when we pulled the data, that wasn’t the case: video CPMs only fluctuated up or down by $1.50 in any given month. Fears of the potential scarcity of premium inventory drove many advertisers to secure reserved inventory through direct buys, but those fears may have been overblown.” Vasil thinks political campaigns are likely to continue to prioritize video messaging, especially CTV, and anticipates even more spend will shift toward CTV in 2024. Streaming audio represents a much smaller, but also growing, channel for the political realm, and the increased scale of audio via programmatic channels may drive further adoption. There are lessons in these findings for brands, which Basis presented in a webinar on March 29 titled “ Beyond the Ballot Box – Using Political Advertising Strategies to Connect To Consumers. ” Given the continued shift to CTV spend Basis executives expect brand marketers to realize the need to be agile in accessing inventory as the CTV space evolves rapidly. Since 2007, Basis Technologies has helped power digital media for over 2,500 political campaigns and independent expenditure committees, and over 2,500 issue advocacy advertisers.