Why CTV Is the Game-Changer Your Advocacy Campaign Needs

Connected TV (CTV) advertising has revolutionized the way organizations engage with their target audiences, offering you unparalleled precision and impact. At Public Affairs Partners, we specialize in harnessing the power of CTV to elevate your public affairs campaigns, ensuring your message reaches the right stakeholders effectively.​

Understanding Connected TV Advertising

CTV refers to television content streamed over the internet on devices like smart TVs, gaming consoles, and streaming devices such as Roku or Amazon Fire Stick. Unlike traditional linear TV, CTV allows for advanced targeting and real-time analytics, enabling advertisers to deliver tailored messages to specific audiences.​

📊 CTV Is Where Your Audience Is

CTV usage has skyrocketed in recent years, reshaping how the public consumes media:

• Widespread Household Adoption: As of 2023, 88% of U.S. households owned at least one connected TV device, marking the highest penetration rate to date. This represents a significant increase from previous years, highlighting the rapid integration of CTV into American homes.

• Increasing User Engagement: The number of CTV users in the U.S. has been on a steady rise, with projections estimating over 200.1 million users by 2025. This growth highlights the shifting preference towards streaming content over traditional television. ​

• Daily Viewing Time: U.S. adults are dedicating more time to CTV, with an average of 123.4 minutes per day spent on these platforms in 2024, second only to mobile devices. This trend indicates a substantial shift in viewing habits, with audiences increasingly favoring CTV for their entertainment needs. 

📺 Who is Watching CTV?

Understanding the demographics of CTV viewers is crucial for creating effective public affairs campaigns:​

• Millennials Lead the Way: Approximately 62.1 million U.S. Millennials are active CTV users, with projections indicating this number will reach 62.6 million by 2025. This demographic's high engagement makes them a prime target for CTV advertising. 

• Gen X and Baby Boomers: While younger generations dominate CTV viewership, older demographics are also increasingly adopting the platform. In 2023, 51 million Gen Xers and 33.1 million Baby Boomers in the U.S. watched CTV content, indicating a broadening user base across age groups. ​

• Diverse Age Group Engagement: A 2023 survey revealed that most CTV viewers fell within the 18 to 34 age range, with almost two-thirds using CTV devices daily. Additionally, 27% of those aged 55 and older reported watching CTV content every day, emphasizing CTV's broad appeal. 

Why CTV is Essential for Public Affairs Campaigns

The media consumption landscape has shifted dramatically, with a significant portion of audiences moving away from traditional cable to streaming platforms. This transition makes CTV an indispensable part of modern public affairs strategies. By integrating CTV into your media plan with Public Affairs Partners, you can reach diverse demographics, including cord-cutters and younger viewers who predominantly consume content via streaming services.​

💡 How Public Affairs Partners Turns CTV into Results

CTV is a powerful tool, but to make it truly effective, it needs to be aligned with a clear strategy and advocacy goals. At Public Affairs Partners, we specialize in building campaigns that translate that potential into measurable outcomes.

We solve your campaign’s biggest digital challenges:

• Advanced Audience Targeting: Utilizing sophisticated data analytics, we can pinpoint and deliver your message to specific demographics, interests, and geographic locations, ensuring optimal engagement.​

• Premium Inventory Access: By running CTV ads with Public Affairs Partners, you gain access to the highest quality inventory, including premium placements on popular streaming services like Hulu, Roku, and Disney+. This ensures that your ads are seen alongside top-tier content, maximizing exposure and impact. Without leveraging CTV, you're missing out on a valuable opportunity to reach a massive audience in a high-quality, brand-safe environment.

• Enhanced Engagement: CTV ads are typically non-skippable and appear alongside premium content, leading to higher completion rates and deeper audience engagement compared to traditional digital ads.​

• Comprehensive Analytics: Our platform provides real-time reporting, including geo heatmaps and detailed site/app placement information, allowing you to monitor and optimize campaign performance effectively.​

Are You Ready To Implement CTV in Your Advocacy Efforts?

If CTV isn’t part of your outreach strategy, you’re missing the biggest screen your audience is actually watching. Connected TV lets you reach key stakeholders with precision, spark real engagement, and track every impression. Public Affairs Partners helps you harness CTV to shift opinion, mobilize supporters, and deliver measurable results.

Let’s turn your campaign into something that’s seen, remembered, and acted on.

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