Political Advertising Embraces the Influencers: People-Driven Content

When it comes to digital ad spending, where do marketers invest resources? Like their counterparts in product marketing political marketers are embracing user-generated content and the power of the grassroots influencer. During “The Digital Strategies of 2018’ panel at Marketing: Politics conference last week, party representatives and leading political marketers discussed how their strategic plans for digital efforts in the 2018 cycle have been informed by the lessons of 2016-17. In this video segment, Jess Reid, Digital Director at Kaine for Virginia notes a progression away from the traditional buy and towards integrating grassroots-produced content. People-driven content is capable of harnessing the power of audience trust in a way that the traditional media isn’t. Hence, that’s where the media budgets get spent, as Jess Reid points out.

MODERATOR Alex Weprin, Editor, Digital News Daily, MediaPost; PANELISTS Julia Ager, Chief Digital Officer, Democratic Congressional Campaign Committee (DCCC); Ben Friedmann, Chief Digital Officer, Republican Governors Association; Jess Reid, Digital Director, Kaine for Virginia

Find the rest of this session, and more, at our Marketing: Politics Agenda Page


Next story loading loading..

Discover Our Publications