Nexxen Launches Key Political Tools for Advanced Campaign Control & Voter Reach

Nexxen, a global, unified advertising technology platform with deep expertise in video and connected TV (“CTV”), today (July 25th, 2024) announced the launch of key tools for political advertisers, providing them with advanced controls and unique audience data to make informed and granular decisions that drive campaign success.

Nexxen’s end-to-end technology stack encompasses a fully integrated demand-side platform (“DSP”) and supply-side platform (“SSP”), which enhance performance, improve efficiency and minimise data loss, thus maximising political audience reach throughout the entire campaign lifecycle.

During the initial discovery phase, advertisers can utilise unique data and applications found in the Nexxen Data Platform. This valuable data is sourced from various channels, such as audience targeting and strategic data partnerships as well as Nexxen Discovery, a real-time market research platform that analyses content engagements and user behaviour across digital, social, and TV on-demand. As campaigns launch – either through Nexxen or another DSP and SSP – political advertisers can leverage Nexxen’s advanced measurement suite to gain deep insights into the impact of each campaign.

Further, in 2024, five new offerings give advertisers advanced controls of their campaigns’ reach and precision.

• Political District Targeting: A geo-targeting feature that allows advertisers to target by US Political district (congressional district, state senate, state house/assembly) within the platform directly. Political District Targeting allows for more granular and relevant targeting based on campaign goals.

• Campaign End Times: A feature that allows advertisers to optimise spend more efficiently with the ability to update their campaign end time within the flight schedule section to a specific time, rather than the industry default 11:59 PM.

• Political Dashboard, powered by Nexxen Discovery: An easy-to-use, panel-based dashboard provides national- and state-level battleground candidate and issue analysis, including public sentiment and week-over-week change in content engagement, so advertisers can identify and activate custom voter audiences. These audiences can then be pushed directly to the Nexxen DSP for streamlined media buy activation on CTV and video.

• Proximic by Comscore TV Political Audiences Partnership: This augmentation of Nexxen’s partnership with Comscore enables political advertisers to retarget custom audiences who have previously been exposed to political ads for president, congress, governor, and ballot referendums to ensure their message stays top-of-mind for voters. The Proximic by Comscore linear retargeting solution can be utilised for reach extension, to amplify frequency and to increase share of voice.

News Corp’s Preferred SSP for Political Private Marketplace (“PMP”) Deals: Media company News Corp has selected Nexxen as its preferred SSP for political PMP deals, enabling detailed audience targeting across premium content using data such as congressional districts, voter registration, age, ethnicity, and more. This collaboration will ensure that political advertisers can achieve more precise and effective campaign outcomes, reaching voters with greater accuracy and elevating campaign impact on inventory including the New York Post and Dow Jones.

“Nexxen’s platform maximises political dollars by providing advertisers with access to real-time voter data and the ability to reach those voters quickly, with precision and control,” said Ariel Deitz, vice president of enterprise partnerships at Nexxen. “With our full-stack technology and streaming DNA core, we are helping our political advertisers maximise their frequency controls and make smarter decisions on what impressions to buy for their ad campaign.”