Digital video, OTT, and programmatic TV may be seeping into TV and digital, but they don't fundamentally alter political media buying, says a veteran of many elections. During the 'The TV Everywhere Strategy' panel discussion at Marketing: Politics conference, National Media SVP Will Feltus stated that 85% of spend in the next cycle will likely remain the same as in the last one. For political media buying, TV still remains King.
Fake news is a complex issue that may exceed government's capacity and, perhaps, feasibility, to regulate it. During the 'Regulation, Fake News, Transparency' panel, Randall Rothenberg, IAB's Chief Executive Officer has come at that problem with the supply chain concept.
Direct mail and email were once the undisputed frontrunners of fund-raising campaign. But the integration of new channels like SMS, messenger apps and bots will allow much more targeted and substantive conversations between campaigns and supporters. At the Marketing: Politics conference last week panelists suggested that they are just starting to define the new limits and uses of these channels.
In the Spring of 2016, candidate Trump told supporters at the rally in Spokane, Wash. that Hillary Clinton was playing the woman's card. Clinton used Trump's remark to drive her most successful fundraising effort to that point in the campaign and develop a unique engagement tool - a literal "woman card."
Can digital channels really drive turnout? Well, maybe enough to swing an election like 2016's reflects the RNC's Doug Hochberg, Chief Digital Officer. At last week's Marketing Politics in DC he ran the math on how turnout in key swing states was impacted by visits to their Vote.gop online tool in 2016.
When it comes to digital ad spending in politics, 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.