Broadcast?
Oh, you must mean YouTube.
Don’t believe the lies. Broadcast isn’t dead — it just moved to YouTube.
Citations: Deadline and Pew Research
Years ago, broadcast was a shared experience. Most people would sit down in front of a TV to watch the same handful of channels, catching a game or watching the evening news.
Today, YouTube is the most popular channel — and no two viewing experiences are alike. Just look at the results of our recent survey:
YouTube the Trilogy Way
Trilogy’s digital-first approach to media makes us the perfect partner to build you a winning YouTube program. We target buys efficiently and strategically, and produce content designed for the channel.
Targeting: Reach the Most Valuable Voters
Google’s limitations on political ad targeting tactics (including 1:1 targeting) lead many buyers to buy district or statewide with little additional thought. Not us. We strategically target our YouTube buys to maximize impact:
- Contextual: Target conservatives watching Joe Rogan’s channels, liberals watching the Daily Show, parents watching family content, and Gen Z checking out their favorite creators.
- Smart Broadcast: While we can’t match the voter file 1:1, we use ZIP-code-level demographic data to target specific voters and avoid wasteful spending while reaching a substantial number of voters.
- Demographic: Tailor your targets to polling results, prioritizing YouTube audiences by gender, age, geography, and more.
Efficiency: Pay Less Without Sacrificing Quality
If your media partner made this YouTube ad for you, how would you feel?
You’d feel cheated. Where’s the other half? You only got half of what you paid for.
So why don’t we see similar outrage when media buying firms pay double the CPM cost of a YouTube ad? In 2024, we saw other media buying firms pay nearly twice what we paid for similar inventory, wasting budget and cutting their impact in half.
Here’s why: They don’t do the hard work of digital buying themselves. Instead, they take the easy path of over-reserving or unwisely farming out the buy to expensive third-party managed services. In elections where every vote matters, you need a firm that will make every dollar and every impression count. That's Trilogy.
|
The Only Google Premier Partner in Politics  Google names only a select number of media firms as Premier Partners. As of 2025, Trilogy is the only political firm to earn this recognition. Here’s why we got it:
If your media buying firm isn’t a Premier Partner, ask them why. |
Creative: Win the Attention Wars
Effectively and efficiently placing ads is only half the battle. For the other half, Trilogy’s industry-leading creative studio produces ads tailored to the country’s top broadcast channel.
We match the creative with the target: For instance, when placing ads to reach Joe Rogan’s audience, we partnered with a libertarian influencer as our messenger.
We exploit every second: A six-second bumper is plenty of time to make an impact.
We make ads people want to watch: To paraphrase ad man Howard Luck Gossage: Nobody watches advertising. People watch what interests them, and sometimes it's an ad.
|
YouTube vs. TV: A First-of-Its-Kind Experiment 
In a hotly contested 2024 race, we worked with a linear TV firm and a leading polling firm to test the effectiveness of YouTube ads against traditional TV.
According to pre- and post-polling, the YouTube ads were better at driving down our opponent’s popularity and increasing voters’ awareness of his bad position on issues. In the end, we won the race by just a few hundred votes, proving that every YouTube impression really counts. |
Ready to win with a proven YouTube-first approach? Give us a call.