January 18, 2024
Washington DC

2024: Follow the Money?

The 2024 cycle is going to be the costliest yet - projected to top $10 billion across all media. But many candidates and PACs have already poured hundreds of millions into TV, CTV, radio, digital, messaging and print efforts to no apparent effect. As MediaPost hosts its annual gathering of the political marketing pros to discuss their allocation plans and creative strategies for 2024, the most pressing question is, does media money even matter anymore? And where?

To activate polarized electorates with GOTV ground games? With digital microtargeting of the few “persuadables” left? At the changing loyalties of minority blocs or shifting suburbanites? And how will campaigns prepare for the unexpected - ever-changing ad and misinformation policies among the platforms or bad actors leveraging AI in any number of ways?

We will discuss:

  • Efficient Media Spend
  • The Impact of AI
  • Innovating within the CTV explosion
  • Omnichannel GOTV
  • Defending Incumbencies
  • Micro-Targeting and Reaching the Persuadables
  • Reaching Minorities
  • The Lessons of 2023

For 11 years, MediaPost has aimed its media and marketing lens on political brands to follow their allocation trail. As we gear up for historical levels of campaign spending, we ask an even bigger question. Whether and where the money matters.
Join the conversation #MPMKTG

Conference Content Programmer:

Steve Smith, Senior Editor, MediaPost


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Thursday, 01/18

8:45 AM
8:45 AM ET
Sponsor Breakfast Presentation
9:15 AM
9:15 AM ET
Opening Remarks
Steve Smith, VP, Editorial Director, Events, MediaPost 
Cory Treffiletti, Contributing Writer, MediaPost 
9:25 AM
9:25 AM ET
Panel: Allocation for the Hell of It: Does Overall Media Spend Matter Anymore?
Millions have already been spent on Campaign 2024, but has any of it moved a needle, even one bit? Are the traditional costly channels for reaching votes really working? Up-ballot or down-ballot? On continuing to carpet bomb CTV, or on P2P GOTV? On linear TV where no one is watching? On micro-targeted social channels? Or AI-powered hyper-personalized appeals? We start our annual assessment of Marketing Politics by asking MediaPost's perennial question: where do we follow the money this year, and what has changed?
10:05 AM
10:05 AM ET
Case Study: AI
AI has enabled political marketers with fewer resources to create campaigns more efficiently. It has leveled the playing field for many political advertisers. We will discuss how this tool has been leveraged to create copy/videos, update voter databases, analyze data, and more.
10:35 AM
10:35 AM ET
Sponsor Spotlight and Break
11:05 AM
11:05 AM ET
Discussion: Defending Incumbency: Democrats Arrayed
What is the White House/DNC data and media plan to defend incumbency this cycle?
11:35 AM
11:35 AM ET
Case Study: Republican Campaign
12:05 PM
12:05 PM ET
Case Study: Does Micro-Targeting Still Work? Are There Persuadables?
Rick Wilson, Co-Founder, The Lincoln Project 
12:35 PM
12:35 PM ET
Sponsor Lunch Presentation and Lunch
1:35 PM
1:35 PM ET
Panel: From Streaming to Gushing: Tactical CTV
While half of 2024 cycle TV budgets are still expected to go linear; Connected TV, OTT and digital video will be a major battle ground for precision media. But how are campaigns learning to use data-driven and connected video screens in more targeted and integrated ways? How are they reconciling the incompatible measurement across walled gardens? Connecting the video buys to other digital advertising, direct mail and GOTV efforts?
2:15 PM
2:15 PM ET
Panel: Innovating GOTV
Several elections and voting for state constitutional amendments in 2023 saw remarkable turnout for an off year, following similar energy in the 2022 cycle. What have we learned about optimizing GOTV efforts, especially as SMS, Peer-to-Peer and email channels have become so saturated. How are campaigns connecting data, segmentation, and messaging in the most effective ways?
2:45 PM
2:45 PM ET
Sponsor Spotlight and Coffee Break
3:15 PM
3:15 PM ET
Panel: The Bigger Tent: Reaching Minority Segments
Persuading, activating, or just talking authentically to niche and minority communities could well be the deciding factor in the current cycle. Both parties suspect that Hispanic and Black voters may especially be more in play this year than ever before. But a range of Muslim and Jewish voting patterns may have also been shaken by events in Gaza. What is the plan for segmenting and messaging the multiple constituencies in these populations that may be aligning differently this cycle?
3:45 PM
3:45 PM ET
Discussion: After the Campaign
What have suspended and losing campaigns of recent cycles learned about where and how media does and doesn't move the needle?
4:15 PM
4:15 PM ET
Cocktail Party


Amanda Ach

Senate Majority PAC
Digital Director

Steve Smith

VP, Editorial Director, Events

Cory Treffiletti

Contributing Writer

Rick Wilson

The Lincoln Project


Washington Marriott at Metro Center
775 12th Street NW
Washington, DC, District Of Columbia, 20005

In a city where access is currency, Washington Marriott at Metro Center ushers you to the front of the line at the intersection of D.C.'s political and social scene. Our hotel's premier downtown location near Metro Center gives you easy passage to Washington's key players, whether you've come to lobby Congress or see the National Mall. With their signature Commitment to Clean, guests can enjoy a heated indoor pool and 24/7 fitness center that cater to active lifestyles. Stylish hotel rooms in Metro Center offer Marriott's luxury bedding package and spa-like marble bathrooms with Washington D.C. views as a dynamic backdrop.  It is not only about where you are staying, it's about where you are going.

Booking your Room at Washington Marriott at Metro Center
To secure a room for MediaPost's Marketing Politics, you MUST be a registered attendee of the conference. If you ARE NOT registered in our event system you will NOT be able to retain any reserved room under our discount booking link below.  Any reservations made WITHOUT event registration will be revoked. You may register for the event here.

To book your discounted room at Washington Marriott at Metro Center, go to:

This discounted room block will EXPIRE on Friday, 12/15/23!!

If your room is not booked by this time, you will run the risk of prices increasing and hotel inventory becoming unavailable, so please book as soon as possible.

Washington Marriott at Metro Center

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