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.