Comscore Helps FlexPoint Drive 23% Incremental CTV Reach for Congressional Campaign

El Heraldo de México
Rebecca Forster Marco
Rebecca Forster Marco
Vice President, Emerging Solutions
Comscore
Extending Voter Reach Beyond Linear TV

By integrating Comscore’s targeting and measurement solutions across linear and digital channels, FlexPoint maximized voter engagement per dollar spent, therefore underscoring the importance of cross-platform planning and measurement, and how Comscore can drive incremental impact with confidence.

The Scenario

In the high-stakes world of the election cycle, ad campaign efficiency is critical. With this in mind, FlexPoint Media, the agency buying media for the Congressional Leadership Fund (CLF), a Republican super PAC, sought to maximize incremental digital reach for congressional candidate Mariannette Miller-Meeks in Iowa’s 1st Congressional District (IA-01) while minimizing overlap with linear TV ads.

The Solution

From the outset FlexPoint recognized that connected TV (CTV) would be a key component of its media strategy. However, with many voters already reached by CLF’s linear TV ads, avoiding duplication was critical. By leveraging Comscore’s advanced data and measurement solutions, FlexPoint was able to pinpoint new audiences and ensure its digital buys delivered genuine incremental reach.

Number 1

FlexPoint used Proximic by Comscore linear TV exposure segments to minimize overlap and extend digital reach. By targeting or excluding voters based on their prior TV ad exposure, the agency ensured digital campaigns connected with audiences not already saturated by linear messaging. In addition, FlexPoint took an important step by also using Comscore data to identify and engage voters recently exposed to the Democratic opponent’s ads, expanding their ability to connect with swing audiences.

Number 2

To validate the impact, FlexPoint relied on Comscore’s Campaign Ratings (CCR) to measure unduplicated reach across linear TV, CTV, and online video (OLV). The results confirmed that Comscore’s tools enabled FlexPoint to extend its digital reach by 23% and deliver incremental exposure among voters in IA-01.

Number 3

The campaign was activated through The Trade Desk’s platform, with Comscore powering both the targeting and measurement strategy.

The Results

  • 23% incremental reach on digital among potential voters
  • 99% of voters reached were unique to CTV or OLV
  • Smarter audience targeting by excluding linear-exposed voters and engaging swing voters
011 - FlexPoint Media - US
Tim Cameron, Co-Founder & CEO, FlexPoint Media
"Using The Trade Desk’s platform with Comscore’s targeting and measurement tools allowed us to reach more of the right people, particularly swing voters, without unnecessary duplication and help secure the win in IA-01."

Are you a political advertiser looking to measure the effectiveness of your linear TV and digital buys on driving incremental reach? Contact us at ccrplatforms@comscore.com.