With ad prices skyrocketing in competitive states, traditional media buying is hitting a wall. Reserving expensive, high-profile spots and hoping for the best is a luxury most down-ballot campaigns can't afford. Buying broad broadcast slots often means wasting money on thousands of people who can't even vote in your race.
The smartest campaigns we are working with are ignoring platform names entirely. Instead of paying a premium to be on a specific hot streaming service, they are using first-party data to find their exact target voters and buying whatever screen those voters happen to be looking at, whether that is a niche streaming app, a gaming console, or local cable.
At the end of the day, the platform on the invoice doesn't matter. The address matching does. Precision targeting lets campaigns stretch their budgets by making sure every single dollar spent is actually landing in front of a registered voter, which completely changes the playing field for local races.
