After listening to this episode, you’ll know all about connected TV advertising for campaigns. While broadcast TV ad budgets continue to grow on campaigns, more voters are watching streaming services – many of which are ad-supported – so campaigners are shifting their budgets.
Keith Norman, head of political sales at Premion, is going to be our expert guide today. He has an extensive resume in ad sales and the media industry. He’s also worked at Univision, Politico, and NBC. Premion is an industry leader in the connected TV advertising space with national reach on their premium inventory. We discuss strategies for targeting and creative, how to measure success, and what to do if you haven’t started CTV advertising.
Key Takeaways:
1. Text Messaging Remains Underutilized in Campaigns
Keith Norman points out that SMS remains one of the most effective tools in political engagement, yet many campaigns are using it poorly—or not at all.
2. Deliverability is More Important Than Volume
He stresses that the key to successful texting isn’t just volume—it’s getting messages delivered and read. Working with reliable carriers and compliant practices ensures better results.
3. Respecting Voter Preferences Builds Long-Term Trust
Norman warns against spammy tactics. Texting must be targeted, relevant, and respectful of opt-out preferences to avoid alienating potential supporters.
4. Integrated Messaging Campaigns Work Best
Texting should not be siloed. Norman recommends integrating SMS with email, social, and paid media for a seamless, multi-channel experience.
5. Compliance Will Only Get Stricter
With new carrier and legal regulations, campaigns need to tighten their texting operations. Failing to stay compliant can result in lost messages—or worse, legal trouble.
Watch on Youtube:
https://www.youtube.com/channel/UCdzsHPQ_uNfN8r5PILc3NhQ
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