As political campaigns navigate a rapidly changing media landscape this election season, the integration of CTV and DOOH is emerging as an effective strategy for maximizing voter engagement.  Lizclaire Tamam, Marketing and Media Director at Curb, shares her insights with Cynopsis.

How does combining CTV with DOOH enhance voter engagement ?

Combining CTV with DOOH enhances voter engagement by offering complementary strengths. CTV provides highly targeted, data-driven ads tailored to specific audiences based on viewing habits and demographics, while DOOH excels at delivering geo-targeted content to individuals in public spaces. Platforms like Curb Taxi TV integrate these approaches, creating an immersive experience during commutes when voters are actively tuned into content. Unlike CTV, where ads can be skipped, Taxi TV captures attention in a captive setting, increasing the likelihood of engagement.

This is particularly effective for political advertisers, as voters are exposed to relevant, real-time messaging at key moments. Additionally, Curb Journey Connect integrates Taxi TV ads with mobile interactions, bridging the digital and physical touchpoints for seamless audience engagement. The combination of CTV’s precise targeting with DOOH’s visibility strengthens key voter messages across multiple touchpoints, offering a consistent and impactful way to reach various audience segments.

What is the role of first-party data in creating precise, privacy-compliant ad campaigns that can be tailored in real-time based on voter location and behavior?

First-party data is crucial in crafting precise, privacy-compliant ad campaigns, as it allows for a direct relationship with voters while ensuring that personal data is handled securely. First-party data such as location and viewing preferences can be used to deliver hyper-localized, relevant voter information in real time. Curb adheres to strict privacy policies and does not share consumer information. By leveraging this data, campaigns can ensure ads are both timely and contextually relevant, increasing the likelihood of voter engagement while adhering to privacy regulations like GDPR and CCPA. Real-time adjustments based on voter behavior and location ensure that campaigns remain dynamic and responsive to changing voter needs.

How can interactive and dynamic QR code capabilities increase engagement with CTV initiatives?
Interactive QR codes in CTV ads offer a simple way to boost voter engagement by allowing viewers to scan codes for additional information, registration, or campaign websites. Curb Taxi TV has seen strong success with QR codes; a Nielsen study found 53% of smartphone users who noticed digital taxi ads interacted with QR codes or related tools. QR codes provide valuable engagement metrics and allow for real-time updates based on location, time of day, or audience demographics, making interactions more personalized. This makes them an effective tool for performance-driven campaigns requiring clear attribution and measurable results.

Taxi TV incorporates QR codes and mobile tools to create a trackable platform for measuring direct actions such as QR scans, SMS interactions, and website visits. This approach provides advertisers with clearer insights into audience engagement and helps address the challenges of fragmented measurement in CTV. 

What are the challenges and opportunities of measuring ROI and engagement in CTV ad campaigns?
Measuring ROI and engagement in CTV campaigns is challenging due to the fragmented digital landscape and rising costs for premium ad slots. As demand for CTV inventory increases, supply struggles to keep up, leading to higher CPMs and greater competition for top-tier ad slots. This makes ROI harder to justify, pushing advertisers to seek more cost-effective options.

Platforms like Curb Taxi TV, which blend CTV and DOOH, offer a solution by extending reach into urban areas with geo-targeted messaging. Advertisers can track interactions like ad impressions and QR code scans, gaining detailed insights while reinforcing CTV campaigns with valuable touchpoints. This combination improves audience engagement and provides a more comprehensive view of campaign effectiveness.