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The Power of CTV in Reaching and Mobilizing Hispanic Voters


Why CTV advertising offers a unique opportunity for political campaigns, when targeting Hispanic voters.

With the 2022 general election fast approaching, political ad spending is projected to outpace 2020 levels and reach $9.67 billion, according to AdImpact. Ads on Connected TV (CTV) is expected to take almost 15 percent of the pie at nearly $1.5 billion. This represents more than 100 percent growth from 2020, as reported by eMarketer.

Political campaigns are rapidly adopting CTV advertising with good reason. As more and more users cut the cord to cable, political ads need to reach viewers where they spend their time — on their streaming and mobile devices. CTV offers campaigns many benefits that local television cannot, including the ability to reach specific and custom voter segments.

As major parties look to woo Hispanic voters, the second largest voting bloc in the United States, CTV provides a unique opportunity to reach not only voters who identify as Hispanic, but those most likely to help political campaigns win.

Hispanic voters are not a monolith

Of 32 million eligible Hispanic voters, 16.5 million voted in 2020, a 30 percent increase over 2016, a report by Univision in partnership with L2 showed. Despite higher turnout rates in 2020, Hispanic voters have traditionally had lower turnout than other cultural groups. In a poll by Unidos US, only 59 percent of Hispanic voters said they are certain they will vote this coming November.

Meaningfully engaging Hispanic voters is and will continue to be key to the success of political campaigns, especially as this group makes up a more significant share of eligible voters. In battleground states specifically, Hispanic voters grew more than any other racial or ethnic groups, according to the Pew Research Center. In crucial races where every vote counts, mobilizing these undecided voters will be the difference between a winning and losing strategy.

Although most Hispanic voters in the U.S. lean Democratic, registered Hispanic voters grew in all party affiliations in 2020. There was 20 percent growth in registered Republicans, 16 percent growth in registered Democrats, and 14 percent growth in registered independents. Nearly 30 percent of all Hispanic voters are registered as independent or other.

Party preference tends to differ regionally as well. Republicans have more support from Hispanic voters in the South, where in a New York Times/Siena College Poll, 45 percent of Hispanic voters say they plan to vote for Republicans in the upcoming midterms, and 46 percent of voters say they will vote for Democrats. In other parts of the country, Democrats lead with 62 percent of the Hispanic vote.

This is no surprise when you consider the diversity among Hispanic voters, such as language preference, whether someone is a recent immigrant or fifth generation U.S. citizen, or religion.

American at a polling booth

Reaching unique voter segments with CTV 

For campaigns that wish to engage Hispanic voters, CTV enables unique opportunities to expand reach and drive action. Hispanic voters are 17 percent more likely than the general market to use streaming devices, according to audience-based analytics company, App Science. Although most political ad dollars are spent on local television, traditional TV does not have advanced voter targeting. By placing ads on streaming services, political campaigns can choose which households to serve ads to, reducing waste and enabling personalized messages to custom voter segments that go beyond traditional demographics, such as age, gender, and ethnicity.

Sabio, a connected TV advertising platform, offers political campaigns the ability to identify and reach custom voter audience segments on streaming TVs and mobile devices. Sabio’s approach to voter segmentation uses the App Science household graph to leverage richer voter insights, such as party preference, cause interests, voter history, language preference, and mobile app and streaming interests. These rich insights help political campaigns identify persuadable voters and reach them with more relevant ads.

Using interactive ads to drive voter registration and voter turnout

Interactive CTV ads may also be customized to promote specific actions based on the campaign’s goals. In addition to helping campaigns reach persuadable voters with the right message on the right channel, CTV ads can be used to encourage more eligible Hispanic voters to register to vote. Campaigns can identify and target voters based on registration status and enable QR codes that link likely supporters to voter registration pages.

When it’s time to get out the vote and encourage voter turnout, interactive ads can be used to drive supporters to the polls with calendar reminders or information about their nearest polling place. Sabio offers campaigns high-performing creative to help them mobilize voters.

As more voters cut the cord and turn to ad-supported streaming services, CTV advertising will become a more critical strategy for political campaigns. The ability to run more efficient ads, connect with specific voter segments, verify delivery, gain detailed reporting metrics, and control reach and frequency make CTV ads a no-brainer for a winning strategy.

To learn how you can maximize your ad dollars, schedule a strategy call with Sabio today.

Featured Image by Freepik

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