POLITICAL & ADVOCACY
Utilizing the most current, patented, best-of-breed cookie and IP data solutions to best position your campaign or organization to the right people, at the right time, with the right message
Following the 2016 election in which Donald J. Trump ran one of the most unconventional Presidential campaigns in the history of American politics and one that political junkies and historians will be writing about for years, the 2018 mid-term election returned to form as TV advertising once again ruled the day.
Facebook’s requirement for Political & Advocacy campaigns to become “verified” weeks before the mid-term election and Google’s decision not to accept ads for the GE from state and local P&A accounts caused a multitude of problems for candidates, consultants and data/ad serving companies.
In addition, new guidelines were put in place requiring a level of reporting and transparency that only the larger, well-funded and equipped ad exchanges and data/ad serving companies could comply with.
For some reason, the new guidelines exempted sites that had less than 100k Unique Users per month allowing those sites to charge higher cpms to serve ads that often included NO Voter file and/or other relevant data.
As reported by AXIOS (November 6, 2018),
More money will be spent on advertising this election cycle than any previous midterm cycle, according to the Center for Responsive Politics (CRP), which powers the election data website, OpenSecrets. While final tallies are still coming in, "it's safe to say that this is a new midterm record," says Andrew Mayersohn, Committees Researcher at CRP.
Why it matters: More competitive races, a more radicalized political environment and a new midterm election with massive ramifications for the next decade due to gerrymandering have pushed campaigns and donors who support them to empty their wallets.
The bigger picture: Estimates vary for total ad spend because there no group tracks every single medium, but ad spend for individual ad mediums are way up from years past.
· Estimates for TV and radio alone are around $3.27 billion, according to Advertising Analytics. While estimates for digital ad spend come in at roughly $900 million, according to Kantar Media/CMAG.
· For comparison, local TV dollars have nearly eclipsed local TV dollars spent in 2016's presidential cycle. And since the 2014 midterm election, local cable TV spend nearly doubled and digital spend nearly tripled.
Data: Kantar Media
The big spenders: Not surprisingly, the biggest spenders on both sides were the biggest political action committees (PACs), like Priorities USA and House Majority PAC on the left, Congressional Leadership Fund and Senate Leadership Fund on the right, as well as the Democratic Congressional Campaign Committee and the National Republican Congressional Committee.
The messaging: Republicans and Democrats have each homed in on two major issues in an effort to get voters to the polls.
· For Democrats, "There's been a lot of message discipline this time around particularly around health care and the cost of prescription drugs, hikes in premiums, and preexisting conditions," says Passwaiter.
· For Republicans, "Trump has moved immigration into almost a parity with healthcare," says Zac Moffatt, Founder and CEO of Targeted Victory, a digital marketing firm that works primarily with conservatives. "From an execution perspective, Republicans are embracing the President in their marketing."
Between the lines: Despite two years of bad press around election meddling and fake news, Google and Facebook, the world's two biggest automated marketing platforms, continue to rake in millions in political ads, due in large part to their ability efficiently target different groups of voters with different messages.
"Brand safety in political advertising has been an issue we've faced since 2012. For us, that question has been asked and answered ... Data safety is the new brand safety. It's important to make sure that data targeting in a platform actually contains the people and voters it claims to reach”
— Mike Schneider, Partner at Bully Pulpit Interactive, Grace Briscoe, VP of candidates and causes at Centro, a digital ad placement firm that works with hundreds of campaigns across the country
The bottom line: With more money to spend than some of the biggest corporations on advertising, political campaigns will stop at nothing to get voters to the ballots.
"It's as difficult for a candidate that needs to win an election to pass up the opportunity of advertising on these platforms as it is for companies like Procter & Gamble, Unilever or General Motors to target consumers."
— Steve Passwaiter
Given the inefficiencies and limited targeting capabilities of Broadcast TV, we believe that the combination of digital, cable TV, streaming audio/video and direct mail is the most cost-efficient and effective form of advertising and delivers significantly better results than any single tactic alone.
Our digital data / technology / ad serving partner literally invented Voter File Data Targeting and via the combination of cookie + IP based targeting has proven to have the highest reach of any programmatic platform.
Our cable TV media partner is NCC Media -- the cable and digital media advertising sales, marketing and technology company owned by industry leaders Comcast, Charter Spectrum, and Cox.
In addition, we represent virtually every other cable, satellite and telco, multi-channel TV and digital programming provider in the US.
PRINTING/ DIRECT MAIL
Our printing / direct mail partner was established in 1917 and successfully printed and delivered over 51 million pieces of mail all across the US last year.
We work with a handful of very talented graphic designers, web designers, videographers, and marketing communications professionals.
DESIGN SERVICES INCLUDE:
Web/Digital/TV/Print advertising design • Video production • SEO • Social media updates • Digital/direct mail combo packages • Branding • Research/brand lift studies
If you would like to see samples and/or learn more, please let us know.