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MediaPost Event: Marketing Politics with Programmatic

February 8th, 2016   ||    by Monta Monaco Hernon   ||    No Comments

Data, data, and more data was the theme at Marketing Politics 2016, a recent MediaPost event. While political campaigns are accustomed to polling numbers and the like, there has been an explosion in regards to the type and amount of information that can be tracked. Determining which data is important and which data is actionable makes it easier to reach the right voter with the right message—the ultimate goal of any political campaign.

“It’s all about finding the right media mix and being able to dynamically adjust campaign messaging to what the poll and voter data is revealing,” said Mackenzie Baines, senior product manager at Videa, who attended the event. “It’s definitely an exciting time to be involved with political marketing and there is a huge programmatic opportunity for the TV industry.”

Close the Creative Gap

Political campaigns need to resonate a candidate’s message in a very short time period. They don’t have the luxury of implementing a marketing campaign over a number of years like a traditional advertiser might, and therefore, the influx of data has been extremely beneficial towards identifying the most efficient ways to connect with voters, Baines added.

With the emergence of digital, campaigns have the opportunity to merge platforms into a unified marketing strategy, whereby they can harness both the power of television and the immediacy of the Internet. However, TV commercials, in general, do not resonate with audiences the way digital advertising does. Messaging must capture the attention of both audiences. Panelists discussed how not merging TV and digital leads to what is known as a creative gap.

“Having a greater focus on campaign targeting and being able to match the right target audience with the right messaging is what bridges the gap,” Baines said.

Traditionally, television spots were adapted for digital use, but now the trend is the reverse. Creative ideas are tested on a digital platform and the most successful themes are explored for further use on television, where time slots are more expensive and effective messaging is imperative. Adapting well-received digital advertisements and bringing them to a broadcast audience enables marketing teams to enhance brand lift and overall campaign results.

From New to Necessary

Over the last few election cycles, the use of data has transitioned from an experimental to an essential part of campaign planning. “The ingestion of data insights has largely been a result of the recent acceptance of programmatic,” Baines said.

A separate panel at the MediaPost event, Advanced TV and Cherry Picking the Next Media Buy, explored how programmatic provides access to real-time data, analysis, and automation, which makes running an advertising campaign more efficient and targeted.

“Targeting is better than not targeting. Even in a broadcast medium, you have the ability to do that targeting and you can see there is movement in the polls in terms of ballot support and turnout related to targeted television vs. traditionally bought television,” Alex Lundry, CAO Jeb 2012/Co-Founder Deep Root Analytics, said.

By embracing programmatic technology for TV as well as digital, political campaigns can paint a more complete picture of their audiences, unify their marketing strategy across platforms, and create resonating messages with voters.

“It is a very exciting time for TV. Today we have the metrics we need to be more efficient, drive more voters, and reach the voters we want to influence,” Fariba Zamaniyan, SVP, TiVO Research, said.

For more information on how programmatic can make a difference in political campaigns, contact Videa.

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