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.
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.
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.
Global programmatic advertising and media automation solutions provider, Basis Technologies, recently released a first-to-market integration. The solutions which utilize a demand side platform (DSP), will allow marketers to evaluate Snapchat ads. It is automation fueled, which enables smooth workflows and top performance. Basis media automation platform users can now obtain real-time performance information from Snapchat’s self-serve platform. With 750 million MAUs, Snapchat is a huge advertising platform. Basis is offering comprehensive campaign planning and analysis across programmatic, direct, search and social ad channels. With this, Basis is promoting interoperability in digital advertising.
Basis DSP for advertisers
Advertisers must collaborate with a wide range of platforms and providers as they attempt to reach consumers through digital devices. Each vendor has special features and user interfaces of their own. It’s essential to monitor ad performance across a variety of channels to assess the efficacy of campaigns and ad spending. Marketers can easily manage, measure, and analyze ad effectiveness with Basis’ comprehensive third-party platform connectors without having to switch between platforms. Campaigns are optimized using data for increasing the impact of marketing budgets.
Basis Technologies and other integrations
Basis gets its ad delivery stats from major ad servers, social media platforms, search engines, and its built-in DSP. It already integrates delivery data from Google Search, Microsoft (Bing and LinkedIn), Meta (Facebook, Instagram) and TikTok among third-party ad providers. It makes cross-channel campaign planning, performance monitoring and pacing easier for media specialists. They substantially reduce the time needed to alter, prepare, and consolidate reports as well as check the status of campaigns that are currently running.
Benefits of data feed from Snapchat and other ad platforms integrated into Basis
The everyday burden of finding errors to guarantee that every dollar intended across vendors is delivered is made easier by revenue. Additionally, it guarantees that financial reconciliation proceeds accurately and quickly.
In order to evaluate the pace of specific campaigns, media professionals must enter multiple platforms. Speed eliminates these processes and saves time, allowing them to see and address problems more quickly.
Control gives media buyers the ability to pace and optimize campaigns as well as assess cross-channel campaign effectiveness based on an all-encompassing perspective.
Clarity eliminates the need for manual spreadsheets or other data analytics tools to track third-party sources and allows for a centralized view of many sources.
As a single source of truth, intelligence eliminates data silos and compares user ad interactions across channels to total campaign engagement.
The only one of its kind integrations
No other media DSPs’ media management platforms include search and social media connectors that provide automated standardized reports for sources. Basis users don’t need to enter into third-party systems, retrieve campaign data, download spreadsheet reports with numerous line items, and clean up reports to align them with the desired data arrangement. Marketers may view performance information in real-time using Basis platform. It will help acquire insights on campaigns operating on Snapchat and other search and social platforms. It also includes programmatic, vendor-direct, search and social media advertising capabilities. The core of the platform is an award-winning omnichannel DSP that offers programmatic guaranteed and private marketplace partnerships.
Here’s what they said
Amy Rumpler, SVP of search and social services, Basis Technologies said,
Basis Technologies offers the only technology for marketers to manage Snapchat advertising alongside other advertising solutions commonly used. Snapchat continues to gain users and influence, making its campaign performance data an important aspect to automatically pull into our platform. With our latest integration, Basis continues to fill the needs of media agencies and teams that manage robust, broad campaigns to reach customers.