Centriply TVOT Hot Topic Session: Media Strategy in a Hot Political Year: A Buy-Side Perspective

ITVT is pleased to announce the following Hot Topic Session, which Centriply will be presenting at TVOT SF 2024 (March 27th and 28th in San Francisco; register here; view the full agenda here).

Thursday, March 28th

9:50-10:25AM
Ballroom
Media Strategy in a Hot Political Year: A Buy-Side Perspective

When looking for media advantages, successful campaign managers ask questions like: Who are the people without whom we cannot succeed? Where are the people who are most likely to respond to our message? What do these people need to feel, to support us? Centriply likes to answer with: Audience (Who) + Location (Where) + Message (What) = delivering media advantage for political campaigns that understand the value of local linear TV aligned with CTV and other channels.

2024 is going to be a blockbuster, with an anticipated $10-15 billion spend on TV ads. TV ad campaigns matching specific audience segments to the correct hyper-local location will be more intense than ever. And understanding how TV campaigns work effectively alongside digital channels in a media plan will become even more valuable.

This session will explore the evolution of the importance of audience matching—in the right location and with appropriate content placement—for political campaigns. Hear why knowing the “rules and regulations” of political buying on TV, plus using great adtech, delivers massive advantages when time is of the essence, and how data-driven, audience-first, local linear TV complements CTV/digital buys. It’s not one or the other, it’s both. This buy-side perspective will help media owners understand the changing—yet familiar—face of political ad planning/buying on TV. While “all politics are local” still resonates, it’s the scale of local linear/broadcast TV that can support campaigns, so people can take a campaign message to their voting booth. You’ll have questions—they’ll have answers. Panelists include:

• Albert Thompson, Managing Director of Digital, Walton Isaacson (Moderator)
• Clayton Banks, CEO, Silicon Harlem
• Keith Reidy, Senior Media Buyer, Centriply
• Scott Stansfield, CEO, Centriply
• Shalonda Hunter–Harris, Senior Director of Digital, Social and Creative, The Leadership Conference
• Zulema Baez, VP of Strategic Accounts and Political, Adsmovil

About Centriply: Centriply is an independent media agency on a 25-year mission to give communication organizations, federal/local coalitions, brands, and agencies the technology that taps into the scale of linear TV with the abilities that digital marketers expect. For more information, visit www.centriply.com