Most people look at Campaign â€™08 in terms of the influence it will have on Americaâ€™s political agenda, society, and the world at large. Chuck Porter thinks of it in terms of how it will impact advertising.
Porter, the P in Crispin Porter + Bogusky, and this afternoonâ€™s keynoter at OMMA Hollywood, predicted the big boon to the art and science of advertising would come not from creative hot shops like CP+B, but from this yearâ€™s presidential hopefuls.
â€œHereâ€™s why,â€ he said, showing a smirky photo of Hilary, and commenting, â€œThese people are really, really good at this. Maybe the best in the world.â€
Porter said political candidates utilize techniques that generate the kind of marketing ROI that would make packaged goods marketers green with envy, measuring each ad placement and media buy â€œto the dollar.â€
â€œI think we are going to learn form these political campaign something about the science of online marketing,â€ Porter declared.
Implying that a significant part of John McCainâ€™s winning GOP strategy had to do with the fact that his campaign has been buying â€œupwards of 10,000 keywords a dayâ€ to generate traffic to his campaign site.
Mitt Romney, by comparison was spending 75% of his budget on broadcast TV, 25% on cable and a â€œnegligibleâ€ amount online.
In fact, Romneyâ€™s core online strategy centered on the â€œMitt TV Web Site,â€ featuring more than 100 videos of the defunct presidential hopeful.
â€œIt may be that he didnâ€™t spend much money online that is the reason why heâ€™s out of the campaign, maybe more than the fact that he was a Mormon,â€ quipped Porter.