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2.5 Minute Read
For obvious reasons these days, many public affairs organizations want to reach Fox viewers—perhaps even one particular Fox viewer. But not every campaign budget can afford expensive traditional television buys. In today's short read, we show you how to reach Fox, or any other channel's viewers, but at a fraction of the price.
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First, let's be clear about how incredibly inefficient it is to try to reach a single, or even small group, of decision-makers through linear (traditional) television. Even a modest linear TV buy in the DC area can cost hundreds of thousands of dollars. And it will force you to buy ads from Shippensburg, Pennsylvania to Roanoke, Virginia. Hardly any of the millions of people in this audience are who you are actually trying to reach.
Private marketplace (PMP) deals solve this problem. With PMPs, you pick the exact targets you want to reach, and then deliver your message to these targets, and only to these targets. So you can buy Fox connected TV (CTV) ads through a PMP, and reach just your precise targets. The ad looks identical to any linear TV ad. The only difference is that it is delivered via the internet instead of a cable wire, which allows for precision targeting. And with the explosion of streaming, the vast majority of people can now be reached via CTV, while only about half the country can be reached through linear TV.
PMPs will get you on that Fox show your client keeps asking about. But there's a next-level move that will take you even further. Here's how it works:
🔱 With something known as automatic content recognition (ACR) data, we can now identify viewers of specific channels, or even particular shows, like Fox & Friends, Meet The Press, or Hannity.
🔱 We then build a digital retargeting audience of these viewers, allowing us to advertise across thousands of websites, apps, and CTV channels.
🔱 You get the same viewers, but you reach them when they're reading news, checking apps, or streaming content—at a fraction of linear TV prices.
The bottom line: Instead of hoping that a particular Fox & Friends viewer happens to be watching at 7 AM on Tuesday, you can now reach that audience throughout their entire digital day, wherever they are online. And you do this all at a fraction of the price of digital versus linear TV advertising. You can even confine this retargeting audience to a specific geography, so you're not retargeting all Fox viewers across the country, but only Fox viewers in a particular location.
🔱 Get PMP deals in place for the channels and other online properties you care most about regularly targeting.
🔱 The next time someone mentions buying traditional TV ads, consider building a digital retargeting audience instead.
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