Basis Technologies and LG Ad Solutions Announce Exclusive Partnership for Connected TV Political Advertising
07 Novembre 2023 - 2:54PM
Basis Technologies, a global provider of programmatic advertising
and media automation solutions along with LG Ad Solutions, a global
leader in connected TV (CTV) and cross-screen advertising, today
announced an exclusive partnership for activation of U.S. political
advertising, effective immediately through the end of 2024.
With CTV expected to exceed a 50% share of digital ad spend for
the 2024 election, amounting to more than $1.3 billion, the
partnership provides access to LG Ad Solutions’ proprietary
automatic content recognition (ACR) data for targeting and
measurement for all political advertisers solely through Basis
Technologies’ platform.
“TV advertising has long been a pivotal element of political
marketing,” said Serge Matta, President, Global Ad Sales at LG Ad
Solutions. “However, as traditional linear TV viewership declines,
as Basis' ad spend data indicates, CTV advertising became the
dominant story across the 2022 elections with continued growth
expected in 2024. With each passing election cycle, ad-supported
streaming TV services, such as those offered by LG, are emerging as
critical channels to reach voters. We chose Basis Technologies
because of its well-established reputation in the political space,
and because of the success this partnership will drive for
political CTV advertising campaigns up and down the ballot.”
Benefits for political advertisers working with LG Ad Solutions
and Basis Technologies include:
- Big data and advanced targeting: Access to
LG’s proprietary ACR data from 35 million US LG Smart TVs, and
voter file data from all major third-party sources, and the ability
to geo-target households in specific congressional and state
legislative districts and use first-party data from advertisers for
enhanced strategies.
- Premium inventory and data enablement:
Delivered through Magnite (NASDAQ: MGNI), the world’s largest
independent SSP. Advertisers have transparent and efficient access
to high-quality content viewed on LG TVs, encompassing premium CTV
apps and LG’s exclusive FAST channels.
- Outcome-based measurement: Outcome-based ACR
targeting leveraging LG Ad Solutions data, including incremental
reach of audiences not exposed to linear TV, incremental frequency
through retargeting of linear audiences, conquest targeting of
audiences exposed to opposition ads, and more.
- Technology platform built for political:
Turnkey system built with the unique rules and requirements of
political advertising in mind, including streamlined workflows for
rapid political ad creative approvals.
- Flexible buying methods: Deals available
through direct IO, PMP, and programmatic guaranteed.
- Dedicated political team: Experienced ad
operations and client service team that supported one billion CTV
ad impressions for the 2022 midterms.
“LG Ad Solutions’ direct-to-glass CTV advertising will be a
game-changer for 2024 campaigns,” said Tyler Kelly, President,
Basis Technologies. “Basis Technologies has built, with great
success, the technology and services that meet political
advertisers’ specific needs. Our 2020 U.S. election campaigns alone
showed a 70% win rate. The addition of LG Ad Solutions data,
premium inventory and sophisticated targeting and measurement will
be a true advantage for political advertisers looking for rapid and
turnkey activation throughout the entire election season.”
“Campaigns are won in the details and I’ve seen Basis
Technologies bring those details to light over numerous years,”
said Bill Redding, Founder, WKQ Media. “Its technology delivers a
full media planning toolkit for precise targeting and real-time
analytics, streamlining the complex world of digital ad buying into
actionable insights. Basis is an unparalleled platform for
electoral success, combined with LG Ad Solutions and Basis having
the best political teams in the business—this partnership is
powerful.”
“Access to unique, premium CTV ad opportunities in the tight
crunch of general elections is incredibly valuable,” Andrew Finnan,
Executive Vice President, The Prosper Group. “Having this targeting
data from LG Ad Solutions exclusively available through the Basis
platform for political advertisers combined with this class of
premium inventory offers scale and speed, allowing us to better
compete for the attention of voters.”
Basis Technologies has been trusted by agencies and consultants
in politics, public affairs, and advocacy for 16 years. Its Basis
platform provides a comprehensive selection of unique buying
methods across all channels and devices, utilizing all major
creative types and formats. Since 2007, Basis Technologies has
helped power digital media for over 2,500 political campaigns and
independent expenditure committees, and over 2,500 issue advocacy
advertisers.
To learn more, visit:
https://basis.com/lp/political-advertising.
About Basis TechnologiesBasis Technologies is a
global provider of programmatic advertising and media automation
software and services for enterprises. The Basis platform improves
omnichannel marketing performance by unifying programmatic and
direct media buying, workflow automation, cross-channel campaign
planning, universal reporting and business intelligence. It
delivers a comprehensive selection of buying methods across all
channels and devices, utilizing all major creative types and
formats. Delivered through a world-class media services team or a
SaaS model, Basis solves digital media complexity and drives
profitability through a single system of record, seamless team
collaboration, and actionable data-driven insights. Headquartered
in Chicago with offices servicing North America, South America, and
Europe, Basis Technologies has received numerous accolades for its
commitment to employees and workplace culture. Learn more at
https://basis.com.
About LG Ad SolutionsLG Ad Solutions is a
global leader in connected TV and cross-screen advertising, helping
brands find hard-to-get unduplicated reach at optimal frequency
across the fragmented streaming TV landscape. We bring together
LG’s years of experience in delivering world-class smart TVs to
consumers worldwide with big TV audience data and Video AI designed
to connect brands with audiences across all screens.
Contact:Anthony Loredo917-573-4157anthony.loredo@basis.com
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