Agency-by-Agency Data and Analysis
NYS Office of Temporary and Disability Assistance
Community media received none (0%) of the $3,851,410 in media placements the Office of Temporary and Disability Assistance provided CCM for analysis.
OpenBookNY data indicated that from FY2012 to FY2022, the Office of Temporary and Disability Assistance (OTDA) spent $7,513,538.63 for media placement services with OpAD and Newsday, LLC.
The OTDA sent three slide decks and a pdf document of two flights of ad campaigns: “Drink Healthy,” a campaign to “educate New Yorkers on the benefits of drinking healthy, low or no-calorie beverages in lieu of sugar-sweetened beverages,” and the Emergency Rental Assistance Program (ERAP). The documents include performance insights. As depicted in the chart below, the first (July-Sept 2018) Drink Healthy campaign was 81% traditional media ads (TV and radio). The second flight of the campaign was 100% social media and tech ads. Both ERAP campaigns were 94% and 100% social media ads. Community media received 0% of the $3.9M in media placements, as far as our analysis could determine based on the records we received.
The first flight of the ERAP campaign intended to promote ERAP in rental areas that have experienced financial hardship due to Covid-19 and may be at risk of homelessness…[and to] drive New Yorkers to apply for the program.”
According to the records provided, the campaign’s overall targets were adults 18+ with household incomes below 50% Area Median Income (AMI) (and/or other eligibility requirements) and adults 18+ with household incomes below 80% AMI (and/or other eligibility requirements). The primary and secondary targets listed for social media and streaming video ads were adults 18+ with low household income and Spanish-speaking adults 18+ with low household income. The geographic target was “New York State excluding the City of Rochester, Monroe County, City of Yonkers, Onondaga County, Town of Hempstead, Town of Islip and Town of Oyster Bay.”
The OTDA records like this ERAP flight 1 slide deck with performance insights include performance insights like ad metrics and their definitions. ERAP flight 1 digital ads delivered almost 63 million impressions (“Total number of times an ad is served (digital)), video completions (“Total number of times a person watched a video to completion”), and over 1 million micro-conversions (“any incremental step a user can take to show initial interest in your brand or product).
FIGURE 6
Ad Campaign Spending by Media Placement Category
NYS Office of Temporary and Disability Assistance
Hover over the bars to see amounts and percentages for each category.
- ▬ Traditional media
- ▬ Social media and tech companies
Traditional media: Telemundo, Univision, TV and radio stations
The “traditional media” category included OM Trade Desk placements, which is an OpAD media placement dashboard, that were grouped with other traditional media placements.
Social media and tech: Bing, Facebook (Meta), Google, Instagram, NextDoor, Pandora, Pulpo, Snapchat, Spotify, TikTok, Twitter, Vevo, YouTube
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