Capitol Hill was the most significant driver of campaign reach throughout the duration of the campaign, accounting for 94.8% of total CTV/OTT impressions. With a 98.69% VCR—above the overall campaign and Mar-a-Lago segment average—Capitol Hill’s policy-focused audience is demonstrating high engagement and alignment with the campaign.
Despite differences in audience size, both Capitol Hill and Mar-a-Lago continued to deliver high-quality engagement with VCR above benchmarks, proving the campaign effectively reached and engaged our target audiences below in both locations.
Audience Segmentation:
We layered our geo-targeting (Capitol Hill and Mar-a-Lago) with behavioral audience segmentation to reach a broad swath of DC policy influencers. Without relying solely on labels or party affiliation, we believe there was strong overlap with the DOGE audience within our targeting parameters. With device ID retargeting, those who engage with the content—particularly those who resonate with the government efficiency messaging—were being re-targeted across platforms and devices. This approach naturally reinforces messaging among high-intent audiences, including DOGE-aligned audiences.
Primary audience segments
DC Policymakers: Decision-makers within the federal policy landscape.
Political Media Influencers: Focused on those operating in the political space, not the broader or lifestyle-focused social media landscape.
Tech Industry C-suite and Decision Makers: Key decision-makers and influencers within the tech sector.
Campaign Extension:
Upon approval of our media plan, we will implement our proposed strategy to target DOGE audiences with more narrow targeting layers across both CTV/OTT and X for an additional two weeks.
CTV/OTT Performance by Location
1
Capitol Hill
98.69%
VCR (89% Benchmark)
289,020
Video Starts
285,245
Video Completes
289,969
Impressions
2
Mar-A-Lago
98.23%
VCR (89% Benchmark)
15,745
Video Starts
15,466
Video Completes
15,722
Impressions