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.
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.
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.
Peter Daboll, CEO, Ace Metrix delves into whether negative ads are really persuading voters, what kinds of ads are attractive to Independent voters, and which ads really engage viewers.
Alexander Edwards, President, Strategic Vision reveals details from recent research about car buying habits of Republicans and Democrats and how it can inform targeting voters, trying to figure out what motivates Independent and cross-over voters, and the future of party affiliation.
Mark Bryant, Vice President and General Manager, Politics and Advocacy, Ace Metrix points out that we have entered the age of data driven creative development for political ads, with insights about what kinds of ads Democrats, Republicans, and Independents are responding to with some details about reaction to current ads from Sanders, Clinton, Trump, Cruz, Kasich, and Carson.
Glenn Kessler, President, HCD Research on measuring sub-conscious reactions of voters, understanding what people say they feel as well as why, and figuring out what creative elements really work in an ad or speech.
Kevin Randall, writer for The New York Times, Vanity Fair and The Economist, on his recent articles on the use of neuro-science to better understand voters with examples from Mexico, Poland, Russia and Turkey and why some are calling this junk science and a threat.