Listen I am sick of Texans losing elections and right now I see Texans making the same mistakes they have been making for 30 years and I am frustrated as hell. So I am going to start posting my strategy notes publicly in hopes that Texas Candidates learn something.
đ„ Digital Ad Trends (2024 & Beyond)
𧚠YouTube & CTV Are Exploding
53% of all digital ads are now in streaming video, and 60% of that is on YouTube.
YouTube accounts for 12% of total screen timeâ#1 for ages 35+ shifting to streaming.
YouTubeTV is the only growing TV network right now.
Internet-connected TVs are responsible for 50% of CTV growth (mostly 30-sec ads).
YouTube is gold standard for digital ads with cross-device inventory: mobile, desktop, Shorts, CTV.
đ§ AI + Ad Planning
Machine learning & AI are baked into every Google product now.
Candidates must plan earlyâlead time is crucial to reserve enough YouTube inventory.
Use tools like Swayable to test 30-sec ads (make sure hooks grab attention fast).
Google has no blackout period like Metaâtake advantage.
Transparency Reports can show how much CTV your opponent is buying.
Adapt ads to the medium: not all formats are created equal.
đ± Platform-Specific Insights
𧹠X (Twitter):
#1 Gen Z brand after Chick-fil-A and HelloFresh (yes, really).
Attention is the biggest challengeâlive events + community notes are key.
Use memes, snackable content, sports tie-ins.
15-second ads work well for sports viewers.
Donât post press releases. Go face-to-camera. Be real.
Grok (X's AI) can help optimize content in real time.
Contact X sales to optimize assets and placement.
đ± TikTok:
Best for top-funnel awareness & trend capitalizing.
Avg user = 1 hour/day.
Good for hooks, vertical video, virality.
Fan-cam edits, mashups, "follow me for a day" videos all perform well.
But donât let TikTok dominate your whole strategyâuse it to influence other platforms.
đ± Instagram Reels & YouTube Shorts:
Growing fastâvertical video rules.
Great for clips, repurposed mashups, and trend jumping.
Repurpose content: clips of candidate + community + authenticity = đ„
đ© Texting Strategy
MMS > SMS in performance (use both).
RCS will eventually replace MMS (for a more interactive experience).
Best practices:
Personalization!
Text TâTh, around 6:45 pm.
Use color, italics, bold, and underline.
Be careful with wordingâno spammy phrasing.
Follow up video with text + thank-you.
Send out texts that do not ask for donations but show your value or an event of interest. People are sick of the Fundraising Texts.
đ§ Targeting & Data
Audience segmentation is crucial: language, race, age, DMA.
Use ACR data to see who saw TV ads.
Early digital buys (start ~6 months ahead) let you:
Reinforce positives
Define opponent before they define you
Message testing with pollsters + data providers allows hyper-targeted ads.
Micro messages â 1:1 engagement â Advocacy funnel.
Chatbot ads coming soon (yes, seriously).
Digital = loss of control + expansion of reach. Embrace both.
đĄ Creative Best Practices
Attention spans are shorter than ever: hook in 3 seconds or less.
âSnackableâ content winsâshort, fun, emotional, scroll-stopping.
Humor, personality, and authenticity matter more than polish.
People want to see faces. Talk to the camera. Be a human being.
Repost community notes on your opponents.
Influencer partnerships are powerfulâespecially local micro-influencers. Macro are larger reach influencers and Micro are local influencers by community.
Donât be afraid to use others as the campaignâs voice (testimonials, influencers).
đ» The Future is Hybrid
AI will play a bigger role in:
Ad targeting
Message testing
Real-time optimization
Podcasts, Substack, long-form niche media still matter for persuasion & loyalty.
Donât put all your eggs in one algorithm. Build your own list. Own your ecosystem.
Prepare to pivot platforms as trends shiftâdigital is dynamic.
𧹠Case Study: Nevada Campaign
Started digital 6 months before campaign launch (April).
Segmented by language, race, age, DMA.
Used ACR to measure TV reach.
Reinforced own positives + defined opponent early.
Message tested with pollsters & targeted groups.
Result: More efficient, more impactful campaign.
đŻ Big Takeaways
Go early. Go authentic. Go multi-channel.
Segment deeply. Test ruthlessly. Donât spray and pray.
Own your audience listâdonât trust platforms to keep it accessible.
Make content people want to watchâfun, emotional, and real.
Donât let the tail wag the dog. Strategy first. Platforms second.
Very very helpful TY!
Excellent points, as usual!