Campaign Trend Podcast How to Stop Wasting Money on Connected TV Ads with Billy McBeath
Oct 8, 2025
Billy McBeath, a veteran Republican media strategist from the Senate Leadership Fund, discusses how campaigns are behind the curve in connected TV advertising. He highlights a groundbreaking YouTube study revealing that just 14 impressions can significantly sway polling outcomes. Billy breaks down the importance of aligning modeling, polling, and reporting to avoid wasted ad spend. He also unveils four essential rules for smarter CTV buying and warns against the pitfalls of fragmentation that lead to duplicate ads. This conversation offers a roadmap for optimizing campaign strategies in the digital age.
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Align Model, Polls, And Reporting
- Modeling, polling, and ad reporting must be built to align from the start to produce useful answers.
- Design your model, choose polling measures, and structure reporting so all three map to the same audiences.
Build Buys To Match Your Model
- When building your model, match reporting and ad execution to it so audiences line up for measurement.
- Structure buys, targets, and creative to reflect the way you modeled and polled the electorate.
YouTube 14-Impression Breakthrough
- A Google-backed YouTube test found 14 impressions moved image and ballot numbers like broadcast ads did.
- Senate Leadership Fund rebuilt much of its advertising strategy mid-cycle after this discovery.