Thursday, 01/18
8:45 AM
8:45 AM ET
Sponsor Breakfast Presentation
9:15 AM
9:15 AM ET
Opening Remarks
- MCS
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
- Cory Treffiletti, Contributing Writer, MediaPost @ctreff
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?
- Presenter
- 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
Washington Marriott at Metro Center