Hundreds of millions of Americans have received a COVID-19 vaccine as distribution ramps up. As of April 26, the CDC reports 42.5% of the US population has received at least one dose of the vaccine.
Great progress has been made thus far, yet federal and local health departments still face a major challenge before we reach a point of herd immunity: getting shots into the arms of people in underserved communities and groups that are still hesitant to receive the vaccine.
Urging more Americans to get vaccinated requires curbing the spread of misinformation and educating specific groups about how and why to get their shots through informational PSA campaigns. As these ad campaigns launch across the country, agencies are tasked with making sure they deliver — it’s literally a matter of saving lives.
Here is how to be sure your vaccination campaigns reach the people who need to hear the message most.
Follow the audience to video and CTV
Video viewership rose sharply throughout 2020 as people stayed home and had more time to watch, and it continues to remain high.
This is especially true for connected TV (CTV) as more and more people favor streaming services over traditional cable. In fact, SpotX now reaches over 70 million CTV households in the US.
CTV isn’t just for Gen Z and millennials; it’s for everyone. SpotX research shows that 40% of US adults are CTV viewers and the median viewer age is 45.
The number of cord-cutters and cord-nevers continues to climb as traditional linear TV viewership declines. Whether it’s CTV or over-the-top (OTT) and mobile video, audiences can’t get enough of video content.
It’s paramount that your media plans follow the same trend and incorporate modern platforms, like CTV, OTT, and online video, to complement traditional linear TV or social media. You’ll be able to reach your target audiences where they’re already consuming content.
Plus, given its power to inform and engage audiences, video is one of the strongest mediums to deliver a compelling message that helps curb vaccine hesitancy and make people feel more comfortable getting their shot.
Target the right audiences, at scale
CTV opens up new opportunities to leverage data and target your message to the right audiences — while still ensuring scale. The widespread adoption of CTV and OTT coupled with the data targeting capabilities means it’s the perfect vehicle for both brand awareness and performance marketing campaigns.
For example, you can reach underserved or BIPOC communities, both priority audiences for vaccine awareness efforts, and other key groups by targeting campaigns based on zip code, age, income level, political affinity, or other demographic characteristics.
Because digital video is highly targetable, it’s also highly efficient. Reach specific audiences, in specific locations, at specific times, on the right screen to ensure your ad dollars are working to persuade people who haven’t been vaccinated to go do so.
Just look to Washington State, which developed its statewide “Spread the Facts” video PSA campaign at the start of the pandemic. Delivering through online video and OTT, it was extremely successful at creating awareness and effectively reaching the most vulnerable citizens.
Adding video to your campaign strategy is simple
It doesn’t need to be difficult to break into new media and expand your campaign to CTV and OTT. Working with a supply-side partner that offers a unified source of supply will help you access inventory from a range of providers and avoid fragmentation challenges.
This ensures scale without sacrificing targeting, frequency control, or inventory quality. Managing your entire video buy — including CTV, OTT, and online video — with one trusted supplier will also make it easier to measure incremental reach beyond linear TV.
Encouraging every person in the US to get vaccinated will benefit all Americans. Make sure your campaign budgets are allocated in the most efficient and effective ways to reach the right audiences with the right message.
Ready to add CTV to your COVID-19 vaccine campaign strategy? Get in touch at firstname.lastname@example.org.
Allan Welch is Director, Political and Government Affairs at SpotX. With over 15 years of experience in both business and political campaign roles, Allan builds strong relationships with digital agencies and campaigns on both sides of the political aisle, leveraging the specific needs of his clients to create winning strategies for winning cycles. Prior to joining SpotX, Allan led political online advertising efforts at Yahoo and Mother Jones in Washington, DC for the 2012 and 2016 election cycles.