Campaign Overview
The VoteTexas 2026 Primary paid media campaign ran from January 3 through March 3, 2026, delivering a multi-platform voter education effort on behalf of the Texas Secretary of State. The campaign's primary objective was to inform eligible Texans about what identification they can bring to the polls — a critical message ahead of the 2026 primary election.
Four distinct audience segments were targeted: the broad Base (Eligible Voters P18–49), Hispanic eligible voters, Young/New Voters (P18–24), and Elderly/Disabled voters (P65+). Across all four segments, the campaign deployed 12 line items spanning Meta, The Trade Desk, YouTube, and Vistar (DOOH).
Performance Summary
The campaign delivered 22.3 million total impressions across 42 Texas markets at a blended CPM of $7.88, driving 104,584 sessions to VoteTexas.gov at a cost of just $1.68 per session. The full gross budget of $175,854 was deployed with zero waste.
Video performance was exceptional across all formats: OTT (Connected TV) achieved a 99.1% video completion rate for the Base campaign and 98.7% for the Hispanic campaign — far above industry benchmarks. YouTube delivered a 62.4% VCR versus a ~40% industry average, ensuring the full voter ID message reached millions of Texans.
★Takeaway 01
22.3M Statewide Impressions
The campaign reached voters across all 42 Texas markets through a balanced mix of social, programmatic, video, and out-of-home channels — ensuring no eligible voter segment was left unreached.
▶Takeaway 02
Near-Perfect Video Completion
OTT (Connected TV) achieved 99.1% VCR for Base and 98.7% for Hispanic audiences. Combined with YouTube's 62.4% VCR, over 3.4 million completed video views were delivered — ensuring the full voter ID message was seen.
◆Takeaway 03
$1.68 Cost Per Session
Paid media drove 104,584 sessions to VoteTexas.gov at a blended cost of $1.68 per visit — a highly efficient result for a public service campaign, demonstrating strong alignment between ad targeting and voter intent.
▲Takeaway 04
YNV: Lowest CPM at $3.32
The Young/New Voters segment achieved the most efficient reach of any campaign — 2.1 million P18–24 Texans reached at $3.32 CPM, 58% below the blended average. This demonstrates strong inventory availability and targeting precision for this critical first-time voter audience.
●Takeaway 05
Meta Drove 38.4M Engagements
Facebook and Instagram together generated 166,193 engagements and 109,070 clicks across the Base campaign alone. Facebook's 2.187% CTR was the highest of any line item in the entire campaign, reflecting strong creative resonance with the voter ID message.
★Takeaway 06
Full Budget Deployed — Zero Waste
All $175,854 in gross budget was fully utilized across 12 line items and 4 audience campaigns. The blended CPM of $7.88 reflects a strategically balanced investment — premium video channels justified by near-perfect completion rates, offset by highly efficient programmatic and social placements.
Channel Mix
The campaign's channel mix was strategically sound. Premium OTT/CTV placements delivered near-perfect message completion, while programmatic display and social provided high-volume reach at efficient CPMs. The inclusion of DOOH across 7 Texas metros added physical presence in high-traffic environments, reinforcing the digital message in the real world.
Audience Efficiency
The YNV and ELDI specialty campaigns demonstrated that targeted programmatic display can reach niche audiences at CPMs ($3.32 and $5.00 respectively) well below the blended average. This efficiency suggests strong opportunities to scale these segments in future campaigns with higher budget allocations.
Voter Action
The 104,584 sessions driven to VoteTexas.gov at $1.68 per visit represent meaningful voter engagement beyond impressions. The Base campaign's Instagram line item alone drove 23,826 sessions — the single highest traffic driver — confirming that social placements with strong visual creative are the most effective channel for converting awareness into direct voter action.