Centro announced on Thursday that 80% of its political clients in the 2016 U.S. election cycle had winning outcomes.
The company’s Candidates and Causes unit, focused on digital media-buying for political groups and campaigns, managed over 150 races across the nation at all levels of the ballot as well as local ballot initiatives.
Key takeaways from the 2016 election cycle:
-- Despite one-third of Centro’s clients being individual candidates or candidate committees, PACs formed the largest segment of advertisers in the 2016 cycle.
-- Sophisticated targeting techniques were available far beyond the presidential level, being used heavily by down-ballot campaigns and ballot measures.
-- Voter file data was still a major part of political advertising strategy.
-- Hyperlocal targeting and data was used in smaller campaigns to enhance advertising spend.
-- Digital video played a key role, moving beyond traditional in-stream placements to in-feed, mobile and OTT.
Centro’s Candidates and Causes group is now focused on working with legislative causes and advocacy campaigns.