January 19, 2023
Washington DC

After-Action 2022: Where Did $16 Billion Go, Anyway?

By some estimates, national and local election campaigns spent more than $16 billion this cycle. What did it buy them, in the end? At MediaPost's 10th annual Marketing Politics we follow the money. As major platforms enforced more restrictive political ad policies and diminished their targeting and tracking features, how did campaigns reallocate budgets into and out of digital channels? CTV and YouTube emerged as major beneficiaries, but how were marketers using these channels in the mix and choosing among the many AVOD streamers vying for their budgets?

Many campaigns leaned much more heavily into P2P, now for fundraising as well as GOTV, so what worked? Is TikTok the new Facebook for campaigns? Are these emerging channels effectively engaging the youth vote...finally?

And how did all of this media mix vary across races? This year we sample individual campaigns and cases to explore the variety of tactics that worked in a range of circumstances.

We Will Explore:
- The impact of new platform policy, targeting, reporting on allocation 
- Innovating within the CTV explosion 
- The omnichannel youth vote effort
- Expanding the Peer-to-Peer mobile playbook
- Campaign case studies
- Can TikTok do politics? 

For the past decade, the January MediaPost Marketing Politics Conference has been THE after-action report, where both parties and their agencies compare notes on where all that money went...and whether and where it mattered.
Join the conversation #MPMKTG

Conference Content Programmer:

Steve Smith, Senior Editor, MediaPost


Previous Marketing: Politics Attendees

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Thursday, 01/19

8:00 AM
8:00 AM ET
Registration & Breakfast
9:15 AM
9:15 AM ET
Opening Remarks
Steve Smith, VP, Editorial Director, Events, MediaPost 
9:30 AM
9:30 AM ET
Panel: Reshuffling the Data Deck: Campaigning After Digital Depreciation
As the major digital platforms enforced new policy restrictions on segmentation, targeting and reporting, much of the political toolbox was emptied or dulled. So where did the money and attention go? Without the nano-targeting and tracking media buyers relied on in recent cycles, or even simple open rate reporting, how did campaigns reshuffle their digital strategy? Our opening panel engages the overarching challenge faced by all campaigns this cycle - restrictive new data and reporting policies. Did political marketers find reliable alternatives or solutions?
Lyman Munschauer, Chief Marketing Officer, NRCC 
10:00 AM
10:00 AM ET
Fireside Chat: The West Wing's Young Voter Playbook
Robert Flaherty, Director, White House Office of Digital Strategy, Biden for President 
Joe Mandese, Editor-in-Chief, MediaPost 
10:30 AM
10:30 AM ET
Sponsor Spotlight and Break
11:00 AM
11:00 AM ET
We Want Our CTV!: Reassembling Fragmented TV

Connected TV became a key component of every campaign's video spend in 2022. But it was a fragmented landscape of many AVOD options, YouTube's cross-screen coverage, and limited measurement. We know that money gushed into CTV, but was there any innovation here? How did campaigns choose among the providers, retrieve the lost reach of linear, leverage targeting effectively, or even had confidence they were moving the needle with all of this money?

11:30 AM
11:30 AM ET
Campaign Case Study: Battling Misinformation
Jordan Fuchs, Deputy Secretary of State, State of Georgia 
12:00 PM
12:00 PM ET
Case Study: Tapping TikTok
Laura Carlson, Digital Director, Democratic Governors Association 
Emma Stein, Social Media Manager, Democratic Governors Association 
12:30 PM
12:30 PM ET
1:30 PM
1:30 PM ET
Off the Hook: P2P, Mobile Messaging and the New Door Knocking

From rebroadcasting ad drops via MMS to integrating SMS with door knocking to massive P2P GOTV outreach, the mobile phone became the Swiss Army knife of 2022 campaigns. Both parties share some of their more imaginative and innovative uses of the handheld screen and text channel. How did they use P2P messaging to amplify both online and offline efforts most effectively? How much measurement and optimization were possible here? And what happens to P2P if EU-style regulation breaks up the mobile party?

2:40 PM
2:40 PM ET
Campaign Case Study: Targeting the Swingies
Annie Newman, Digital Director, Josh Shapiro for Governor 
3:00 PM
3:00 PM ET
Sponsor Spotlight and Coffee Break
3:30 PM
3:30 PM ET
Campaign Case Study
4:00 PM
4:00 PM ET
Campaign Case Study

Featured Speakers

Laura Carlson

Democratic Governors Association
Digital Director

Robert Flaherty

Biden for President
Director, White House Office of Digital Strategy

Jordan Fuchs

State of Georgia
Deputy Secretary of State

Emma Stein

Democratic Governors Association
Social Media Manager

Joe Mandese


Lyman Munschauer

Chief Marketing Officer

Annie Newman

Josh Shapiro for Governor
Digital Director

Steve Smith

VP, Editorial Director, Events


Hyatt Regency Washington on Capitol Hill, DC
400 New Jersey Avenue, NW
Washington, District Of Columbia, 20001

Within Hyatt's inviting accommodations, you'll find gracious service, deluxe amenities, extensive business facilities - among the largest in the city - plush Grand BedsTM, tempting dining, newly remodeled ballroom level and meeting space. Enjoy easy access to all historic attractions of the nation's capital from Hyatt Regency Washington on Capitol Hill. The hotel is conveniently located by Union Station for easy transit to exciting DC attractions, including the White House, National Mall, US Capitol and Smithsonian.

Upon arrival of event registration, you will be asked to show proof of the COVID-19 vaccination - AND Booster shot in order to enter the conference. 

Masks will also be required at all times during the conference sessions and in networking areas of the event, except when eating or drinking.

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For questions regarding sponsorship of this event please contact Seth Oilman, SVP, Chief Revenue Officer at seth@mediapost.com.


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For general summit inquiries please contact Maya Abulashvili, Coordinator of Events and Conferences at maya@mediapost.com.

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For questions about or to apply to the VIP Program please contact Kevin Massa, Manager of Brand & Agency Relations at massa@mediapost.com.

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MediaPost strives for excellence in its coverage of media, marketing and advertising. Our mission is to critically engage key questions for brand marketers, media buyers, sellers and emerging platforms. We choose speakers exclusively for their ability to bring perspective and insight to our stage. All conferences are programmed by proven, expert, unbiased journalists. MediaPost has never and will never engage in "pay to play" conferencing.