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2 Minute Read or Listen

 Why Video Matters More Than Ever In Public Affairs

Public affairs organizations often struggle with creating video assets for their campaigns. But video is more important than ever to reach and measure the impact of your message. In today's short read, we show you why.

Three Things That Video Does Best 

Highly relevant display ads can have a big impact on your audience. But there are several critical things video does best:

🔱  Reach: When targeting a key decision-maker or influencer, it is critical to reach them wherever they are. That includes online video, and critically, connected TV (CTV). In fact many times, CTV is the only place to reach elected officials as they consume news or other streaming content. Without video, you simply lose precious chances to deliver your message.

🔱  Explain:  Public affairs issues are typically complex and nuanced. They need explaining, and even the best display ads can only go so far at this. Video lets you unpack your issue in a way that a static image almost never can.

🔱  Measure:  One of the most critical KPIs to measure in any public affairs campaign is video completion rates (VCR). If your target chooses to watch your ad 10 times all the way through it, the message is sinking in. Politicians don't click on ads to contact themselves, so VCR and other passive forms of engagement are the best way to measure if your message is sticking.

AI Now Puts Video Within Reach For Almost Any Budget

One of the many changes that AI has brought to public affairs is that video ads are now available at 4x-5x less than traditional market prices, and with higher quality than ever. This has made video accessible for virtually any budget.

If you think you can't afford video, you're probably used to prices that don't reflect the AI Age.

Three Ways To Operationalize This Email

🔱 Review your reach data. Compare your display-only v. video plus display campaigns. How many opportunities to deliver your message are you missing when you leave out video?

🔱  Check your KPIs. If you're not measuring VCR rates because your campaign lacks video, you're missing the best window into how your audience is consuming your message.

🔱 Check your video pricing: If you can't afford video, your pricing does not reflect the AI Age.

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