Basis Partners with LG Ad Solutions for U.S. CTV Political Advertising

Global pioneer of programmatic advertising and media automation solutions Basis Technologies and global leader in connected TV (CTV) and cross-screen advertising LG Ad Solutions have announced an exclusive partnership for the activation of U.S. political advertising, which will take effect immediately and last until the end of 2024. Through the Magnite supply-side platform (SSP), advertisers will have access to stock on all content viewed on LG TVs, including LG’s FAST channels and premium Connected TV apps.

The partnership gives all political advertisers access to LG Ad Solutions’ proprietary authentic content recognition (ACR) data for targeting and measurement solely through Basis Technologies’ platform. This data is expected to surpass a 50% share of digital ad spending for the 2024 election, totaling more than $1.3 billion.

The Benefits of Basis Technologies and LG Ad Solutions CTV Political Advertising

Big data and enhanced targeting

The capacity to geo-target homes in particular congressional and state legislative districts, leverage first-party data from advertisers for improved strategies, and access LG’s exclusive ACR data from 35 million US LG Smart TVs, as well as voter file data from all significant third-party sources.

Premium data support and inventory

Supplied by Magnite, the biggest independent SSP in the world. Advertisers can view premium CTV apps and LG’s exclusive FAST Channels, as well as other high-quality content, on LG TVs with ease and transparency.

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Outcome-based evaluation

Using data from LG Ad Solutions, outcome-based ACR targeting includes conquest targeting of audiences exposed to opposition advertisements, the incremental reach of audiences not exposed to linear TV, and incremental frequency through retargeting of linear audiences.

Technology platform designed for politics

 The turnkey system with streamlined workflows for quick approval of political ad creatives. Furthermore, it is designed with the special regulations and specifications of political advertising in mind.

Adaptable purchasing techniques

Deals via direct IO, private marketplace (PMP), and programmatic guaranteed

Committed political team

One billion CTV ad impressions were supported for the 2022 midterm elections by an experienced ad operations and client service team.

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Basis Technologies’ unique buying options

For sixteen years, agencies and consultants involved in politics, public affairs, and advocacy have trusted Basis Technologies. Across all platforms and channels, its Basis platform offers an extensive assortment of distinctive purchasing options. It makes use of all significant creative types and formats. Since 2007, Basis Technologies has provided digital media support to more than 2,500 issue advocacy advertisers, independent expenditure committees, and political campaigns.

Here’s what they said

Serge Matta, President, Global Ad Sales at LG Ad Solutions said

TV advertising has long been a pivotal element of political marketing. 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.

Tyler Kelly, President, of Basis Technologies added,

LG Ad Solutions’ direct-to-glass CTV advertising will be a game-changer for 2024 campaigns. 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.

Bill Redding, Founder, WKQ Media commented,

Campaigns are won in the details and I’ve seen Basis Technologies bring those details to light over numerous years. 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.

Andrew Finnan, Executive Vice President, of The Prosper Group, stated,

Access to unique, premium CTV ad opportunities in the tight crunch of general elections is incredibly valuable. 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.

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