Jared Kamrass on the Power of CTV and OTT in Political Campaigns

By Greg Grzesiak Greg Grzesiak has been verified by Muck Rack's editorial team
Published on August 31, 2023

In the digital age, political campaigns are no longer confined to traditional mediums like television and radio. According to Democratic political strategist Jared Kamrass, the rise of Connected TV (CTV) and Over-The-Top (OTT) platforms has revolutionized the way politicians connect with their constituents. These innovative channels offer a plethora of benefits that amplify a campaign’s reach, engagement, and impact, ultimately reshaping the landscape of modern democracy.

1. Precise Targeting

Jared Kamrass of Cincinnati says CTV and OTT platforms provide unparalleled targeting capabilities, allowing political campaigns to reach specific demographics with pinpoint accuracy. With access to user data and behavior patterns, campaigns can tailor their messages to resonate with particular voter segments. For instance, a candidate focusing on environmental policies can deliver their message directly to viewers who have previously engaged with content related to sustainability. This precision minimizes wasted ad spend and maximizes the chances of connecting with voters who genuinely care about the issues at hand.

2. Enhanced Engagement

Interactive features on CTV and OTT platforms create an immersive experience that captivates viewers far more effectively than traditional broadcast media, says Cincinnati-based consultant Jared Kamrass. Campaigns can utilize interactive ads, quizzes, surveys, and clickable CTAs to engage viewers directly. Imagine a scenario where a political ad prompts viewers to answer a questionnaire about their policy preferences, subsequently tailoring the content they see based on their responses. This engagement not only fosters a deeper connection between voters and candidates but also provides campaigns with valuable insights into voter sentiments.

3. Data-Driven Insights

CTV and OTT platforms generate a wealth of data that campaigns can leverage to refine their strategies. According to Jared Kamrass, by analyzing viewer behavior, watch patterns, and engagement metrics, campaigns can optimize their messages in real-time. This data-driven approach ensures that the campaign’s resources are directed toward the most effective tactics, ultimately leading to a more efficient use of time and money.

4. Cost-Effective Reach

Traditional television advertising can be prohibitively expensive, often requiring campaigns to make difficult decisions about where to allocate their budgets. Political strategists like Jared Kamrass also point out that they can be wildly inefficient. CTV and OTT advertising offer a cost-effective alternative with potentially higher returns on investment. These platforms allow campaigns to reach a broader audience at a fraction of the cost of traditional TV ads. As a result, smaller campaigns with limited budgets can compete more effectively on a larger stage.

5. Geographical Flexibility

One of the standout advantages of CTV and OTT platforms is their ability to transcend geographical boundaries. Political campaigns can target specific regions, cities, or even individual households with tailored messages. This flexibility is particularly advantageous in diverse political landscapes, where different regions may have distinct concerns and priorities. By addressing local issues on a hyper-local level, candidates can forge stronger connections with voters and demonstrate their commitment to community-based solutions. Additionally, Cincinnati-based Jared Kamrass points out that this is also useful in larger media markets where linear media may be cost-prohibitive.

6. Unobtrusive Advertising

Unlike traditional advertising that interrupts the viewer’s experience, CTV and OTT ads are often seamlessly integrated into the content consumption journey. This non-disruptive nature of advertising ensures that viewers are more likely to engage with the content and absorb the message being conveyed. Political campaigns can capitalize on this by delivering messages in a way that doesn’t alienate or irritate potential voters, fostering a positive perception of the candidate. Jared Kamrass suggests that this should not be underestimated, as even a persuasive message can be perceived as unwelcome if delivered in a way that is felt to be obtrusive.

7. Accessibility and Inclusivity

CTV and OTT platforms contribute to a more inclusive political landscape by reaching diverse audiences that might have been overlooked through traditional channels. Cincinnati-based strategist Jared Kamrass points out that this is especially important for younger demographics who increasingly rely on streaming services for their entertainment. By meeting voters where they are, political campaigns can bridge generational gaps and ensure that their messages resonate with a wide spectrum of the population.

8. Real-Time Feedback Loop

In the fast-paced world of political campaigning, receiving timely feedback is crucial. CTV and OTT platforms provide an immediate feedback loop that allows campaigns to adjust their strategies on the fly. If a particular ad isn’t resonating with the audience, campaigns can swiftly pivot to a more effective message, says Jared Kamrass. This agility is a game-changer in the realm of political communication, enabling candidates to stay relevant and responsive to the ever-evolving needs of their constituents.

Final Thoughts

Jared Kamrass says the integration of Connected TV (CTV) and Over-The-Top (OTT) platforms into political campaigns brings a host of benefits that empower candidates and reshape the democratic process. The precision targeting, enhanced engagement, data-driven insights, cost-effective reach, geographical flexibility, unobtrusive advertising, accessibility, and real-time feedback loop offered by these platforms amplify the impact of political messages. As technology continues to evolve, embracing CTV and OTT becomes not just a strategic choice but an imperative for any political campaign aspiring to connect with voters in the digital age.

By Greg Grzesiak Greg Grzesiak has been verified by Muck Rack's editorial team

Greg Grzesiak is an Entrepreneur-In-Residence and Columnist at Grit Daily. As CEO of Grzesiak Growth LLC, Greg dedicates his time to helping CEOs influencers and entrepreneurs make the appearances that will grow their following in their reach globally. Over the years he has built strong partnerships with high profile educators and influencers in Youtube and traditional finance space. Greg is a University of Florida graduate with years of experience in marketing and journalism.

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