Reporter Kate Kaye talks to Dan Backer, general counsel and treasurer of Great America PAC, one of the larger super PACs that supported President Trump in 2016. They say they have built a list of at least 3 million active supporters. Great America PAC has used atypical approaches like running 1-800 tv ads to find those low propensity unlikely voters who Trump inspired to become politically engaged. They’ve spent around $200,000 so far in February alone. One goal is to encourage people to contact their senators in support of Trump’s nominees and initiatives like repealing Obamacare and building a border wall and Backer has been running ad tests to see what works most efficiently.
Michael Turk, President, Opinion Mover Strategies, talks about how activists are becoming more sophisticated, how grassroots movements can be proxies for wealthy interests, and how the Twitter news cycle requires Trump contingency plans.
Jeb Ory, CEO and Co-Founder, Phone2Action reminds us that people have always protested in the town square but now everyone has a megaphone. We talk about how movements come together, which ones become sustainable, and what counts as a successful protest or demonstration of disapproval, anger or support.
Kate Kaye, reporter for Advertising Age, chats with Carol Davidsen, VP of political technology at Comscore, about how political campaigns and organizations used TV data and analytics to inform their TV buys in 2016, and explains the difference between addressable advertising and other types of data-informed media buying.
Rob Shenk, Senior Vice President for Visitor Engagement, Mount Vernon, home of our first president George Washington, talks about how our founding fathers would have used social media, the impact of the Broadway hit Hamilton on interest in colonial history, and the ways in which Mount Vernon is creating immersive, interactive experiences for live and virtual visitors.
Andy Hasselwander, Senior Vice President Products and Research, Latinum Network says that Millennial voters are just as diverse as the general population. His analysis of voting patterns in 2016 revealed that density of population was a strong indicator of voter sentiment and that anger more than fear drove people to the polls. He also cautions about the growing tension between cultural openness and cultural isolation within our society.
Kip Cassino, Executive Vice President, Borrell Associates shares details about total ad spend on broadcast television, cable, digital and traditional media in 2016 presidential, state and local races. No surprise that digital has increased eightfold from 1.7% of 2012 budgets to 14.4% in 2016.
Kip suggests that trends point to the accelerating move from mass to targeted communications and that the future looks grim for television ads as more money moves to social media and online programmatic ad buying. Mobile ads will be the real story in 2018.
Kate Kaye Data and Analytics Reporter for Advertising Age delves into the behind the scene story of how the Trump campaign used Deep Root Analytics, Giles-Parscale and Cambridge Analytica to devise and target new voter segments that more closely mirrored the actual turnout. Was density of population as important as ethnicity in predicting voter sentiment? Add to the mix charisma, name recognition and earned media and the next thing you know we have President-elect Donald Trump.
Brent McGoldrick, CEO, Deep Root Analytics talks about the importance of understanding ticket-splitters and cross-over voters particularly disaffected Democrats in 2016. He points out that polls and voting history are less important in predicting turnout than figuring out what people are concerned about and the best screens to find them on. Brent also talks about the challenges of targeting cord-cutters and cord-shavers.
Rena Shapiro, Vice President of Politics and Advocacy, BuzzFeed talks about earning the right to make a personal ask by a candidate or cause, how organizations like Emily's List thought outside the box to reach Millennials, and the science behind creating content that tells a compelling story and is shared often by a loyal audience.
Steven Alembik, Founder, SMA Communications reflects on what pollsters and focus groups missed in 2016 and who they neglected to talk to. Steven points out how misleading voter information can be with an example of those who retire to Florida and register to vote are seen as first time voters when they could have been dependable voters their entire adult lives.
Sean Duggan VP Advertising Sales, Pandora on the explosive growth of political ad campaigns that ran on Pandora in 2016, how campaigns used sites like Pandora to reach multi-cultural voters, and the need to move more budget dollars from traditional media to digital ads that can be seen and heard on any screen at the right time.
Bergen Kenny, CEO, SpeakEasy Political has a self-serve model to help campaigns create direct mail and door hangers using time-tested templates. Bergen reminds us that in the digital age, print pieces still have an important role to play and can be the last message seen before a voter makes up their mind about a candidate.
Jim Walsh, Co-Founder and CEO, DSPolitical on targeting voters as they are making decisions, what we know about late-deciders, whether newspaper endorsements matter, and similarities between the US 2016 election and the Brexit vote.
Pete Martin, CEO, and Jeff Stern, Market Intelligence Lead, Votem talk about creating a secure and transparent voting platform that voters can access through mobile devices. Using a network of trusted parties and country-appropriate authentication Votem is determined to address the needs of all voters especially Millennials who have high expectations for digital access and online voting.
Michelle Niedziela, Scientific Director, HCD Neuroscience discusses the just released results from a study, with a sample of 500 across voter demographics, that was designed to uncover implicit biases to current political themes of sexism, racism and Islamophia. Results of the implicit association tests and self-assessment psychological response tests reveal minimal gender stereotyping regardless of a voter's chosen candidate. While all voters tested exhibited some form of racial bias, Trump supporters showed significantly more bias against African Americans. We also talk about who negative ads most appeal to.
Tom Shepard, Tom Shepard & Associates, shines light on how voters have changed over the last 30 years, value of yard signs for name recognition and persuasion, and moving from bumper stickers to Facebook to inform friends and connections about political passions and what it means for campaigns.
Brian Ross Adams, Trusted Messenger Marketing, points out the differences between social media activities and boots on the ground for GOTV including early voting, finding effective ways to connect with voters, and how negative ads might backfire when posted on social sites.
Darius Derakshan, Political and Public Affairs Ad Sales, the Los Angles Times describes new ad formats that have been effective for political clients, who is reading the paper online, and how local campaigns are shifting dollars from tv to online for getting out the vote.
Mike Madrid, Principal, GrassrootsLab talks about Hispanic generational differences, how we are becoming a multi-cultural society that requires new ways of thinking about voters, and characteristics of the Millennial generation that in large part is Hispanic.
Mark Failla, Director of Political Sales, D2Media Sales a joint venture between DIRECTV and DISH, explains how they are able to target political ads to specific households while maintaining privacy, manage the frequency of viewed impressions, and work with Democratic TargetSmart Voter and Republican i-360 Voter files. This is a solution that shows the convergence of digital, broadcast tv, and cable for media buyers trying to reach voters.
Dr. John R. Patrick is an author, former vice president of internet technology at IBM and founding member of the World Wide Web Consortium started in 1994. We talk about John's new book Election Attitude: How Internet Voting Leads to a Stronger Democracy and why there is such resistance to moving to online voting, the need for the political will to increase voter turnout, and how secure end-to-end online registration and voting solutions are being tested around the world to build stronger participatory democracies.
Thad Kousser, professor and chair of the department of Political Science at the University of California San Diego provides some background about why there are 17 state-wide propositions on the November 2016 ballot in California, how confused voters decide on propositions, and best ways to persuade voters about controversial and technical initiatives.
Dave Morgan, President, Simulmedia reflects on changes over the last 20 years in how campaigns use paid and free media to raise money and get out the vote, the impact of the loss of local media, and collateral damage from negative ads.
Peter Daboll. CEO, Ace Metrix talks about the real impact of political ads particularly on Independent and Swayable voters, unintended consequences of negative ads, and reminds political strategists that more bad ads aren't the way to persuade voters.