Agenda

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Tuesday, January 15

8:00 AM
Registration & Check-In
9:00 AM
MC
Steve Smith, VP, Editorial Director, Events, MediaPost 
9:15 AM

TV vs Digital political media spend is the argument that never ends. But this cycle the allocation math became more complicated as record levels of campaign cash sought places to go and these options went further downstream into even more local campaigns. Digital channels became more central to campaign organizations and spend, especially in the fight for younger voters, At the same time addressable TV, OTT and data-infused linear buying helped the TV plan evolve beyond spray and pray. What did allocation look like in the last cycle and what did the campaigns learn? Are we any closer to attributing media more accurately and capturing those evolving media habits?

Moderator
Tim Lim, CEO, Lim Consulting Services LLC 
PanelistS
Catherine Algeri, Director of Integrated Marketing, DSCC 
Rebecca Pearcey, National Independent Expenditure Director, DLCC 
Melissa Sharp, Senior Media Planner, National Media 
10:00 AM
Interviewee
Michael Steele, Former Chairman, RNC 
Interviewer
Steve Smith, VP, Editorial Director, Events, MediaPost 
10:30 AM
Coffee Break
11:00 AM
At Marketing Politics 2018, digital leaders at the RNC, Doug Hochberg, and DNC, Caitlin Mitchell, shared their plans to win in November. We invite both back to report on what went right, what went wrong in their digital plans. How did the digital teams, data and media integrate with regional groups and campaigns? Most importantly, what were the lessons learned for the 2012 cycle?
IntervieweeS
Doug Hochberg, Chief Digital Officer, Republican National Committee 
Caitlin Mitchell, Chief Mobilization Officer, Democratic National Committee 
Interviewer
Alex Weprin, Editor, Digital News Daily, MediaPost 
11:45 AM

Automated, dynamic and data-driven advertising on a massive scale on Facebook in particular was the breakaway digital story of 2016. But amid growing controversy around how these platforms were abused and gamed by bad actors, legit campaigners now face new rules. Account verification, political ad flagging, stricter policing of accounts and shares, public ad archives have all changed the channel. Key media buyers int he space assess whether and how these changes impacted their social strategy - where and how they allocated, the creative they deployed, and the ways they worked with the platforms.

Moderator
Elianne Ramos, Principal, Speaking Spanish Commiunications 
PanelistS
Luke Partridge, Director, Digital Communications, Global Strategy Group 
Aimee Stern, Community Outreach, Andrew Gillum for Governor 
12:15 PM

A new generation of peer-messaging apps for campaigns took political marketing to an entirely new and intimate level this cycle. Questions emerged immediately about their legality, let alone debates about their effectiveness in recruiting or alienating constituents. What did we find out? About the new channel's impact on fundraising? On turnout? On its effectiveness in finding pockets of voters invisible to email and TV? About voter response?

PanelistS
Jon Adams, Digital Director, National Republican Senatorial Committee 
Ted Peterson, Digital Director, NRCC 
12:45 PM
Lunch
1:45 PM
Presenter
Danielle Butterfield, Director of Advertising, Priorities USA 
2:15 PM

Cross-channel digital campaigns are only as good as the voter identification data and profile used to target them. How have campaigns evolved their harvesting of voter data to ensure a richer and more relevant set of data points? Which channels and appeals are netting richer data? And on the targeting side how are campaigns best penetrating walled gardens to effectively find their voter list and identify persuadable prospects? Everyone was promising campaigns the world with laser targeting and fresh, reliable data, but what data is proving of real value in the political ad market?

Moderator
Sue Zoldak, Founder, Zoldak Agency 
PanelistS
Ben Friedmann, Chief Digital Officer, Republican Governors Association 
Phil Vangelakos, Sr. Vice President, Push Digital Inc. 
3:00 PM
Coffee Break
3:30 PM

The human field operation's ground game remains the heart of GOTV strategy. But how are digital channels helping best to make the human channel more efficient and complement those efforts to reach other voters? Text messaging, mobile apps and alerts, targeted Web and mobile ads, email and even social shares were employed this cycle to get supporters to the polls. What worked?

PanelistS
Alex Kellner, Senior Director, Bully Pulpit 
Billy McBeath, Digital Director, American Crossroads 
Martha Patzer, Head of Digital, Need To Impeach 
Jeffrey Rich, Digital Political Director, RNC 
4:15 PM
Conference Ends