Are Political Campaigns Going Green?

GOOGLE Earth Day

On the Digital Politics podcast on this 40th Anniversary of Earth Day I ask the question–Are campaigns interested in being environmentally responsible by using more digital solutions to reach voters?  My guest Chris Talbot, Account Executive, Google Elections and Issue Advocacy, says that campaigns don’t seem to be much motivated by being green but rather by what works to win.

Google and other industry leaders have brought to market tools that campaign strategists have only dreamed about.  Sites like YouTube are changing the way media buyers can reach voters with :15 and :30 second in-stream video ads and long format video. The tools are out there to persuade voters using online tactics and to reinforce messages in traditional media.  If it is green –all the better.

Listen to this interview on what Google and the web has to offer 2010 campaigns.

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The Traditionals vs The Digitals

Guest on Digital Politics podcast today is political consultant Steve Kramer (gotvcalls@gmail.com), from Get Out the Vote.  Steve and I both attended the AAPC event last week in Phoenix where he interviewed many of the speakers and exhibitors for a video project. We share some thoughts about the changing focus of this yearly event for political consultants and how the “Traditionals” are coping with the growth of digital competition.

Steve shares some of his insights about creating web videos and experience with creating messages that get the attention of undecided and Independent voters.

Most interesting trend Steve saw at the event was a mobile app that streamlines the field operation.  Is this the year mobile apps will significantly change the way campaigns are managed?

Listen to this interview with someone who knows what it takes to get the vote.

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Dynamic Video Advertising

Guest on the Digital Politics podcast this week is Anupam Gupta, CEO, Mixpo, a Seattle based tech firm specializing in dynamic online video advertising.  Mixpo is all about engagement and making it easier for agencies and campaigns to re-purpose and enhance campaign video and television ads.  Anupam makes it clear that online political ads are moving away from standard banner ads to video ads and that we should all expect higher quality online video ads in the near future. 

Mixpo is providing tools to extend interactivity with political ads.  Will these kinds of solutions help move more dollars online?  Will online budgets be 1% or 10% of the average 2010 campaign? Anupam suggests that performance pressure will cause more political strategists to reconsider traditional media budgets.

Listen to this interview with an industry leader who sees the holistic view.

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Dependence on Television Ads

Living in California is giving me a front row seat for a flood of political and advocacy television ads.  The Primary isn’t until June 8!

Check out this commentary in the March 4, 2010 Washington Times by Anupam Gupta Candidates kicking the TV ad addiction. Cyrus Krohn, former RNC eCampaign Director is quoted as saying “The use of TV campaigns is kind of like our dependency on foreign oil.  We know we have to get off it.  We need to find alternative energy sources.  But we keep on going back to the pump.”

Anupam Gupta, CEO, Mixpo, a Seattle based tech firm specializing in dynamic online video advertising, will be my guest on the Digital Politics podcast this week.

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Impact of Super Bowl Ads

Guest this week was Glenn Kessler, CEO, HCD Research talking about his 4th annual survey of Super Bowl ads using their MediaCurves technology.  Lessons for political consultants are clear to Glenn– ads that tell a story work best, viewers are becoming immune to shock ads because they see them everywhere, and advertisers need new jokes because the old ones are just not that funny anymore.

The Focus on the Family ad did get plenty of attention in the general media before the Super Bowl but in Glenn’s sample of thousands of people, the ad ranked only 91st on their list.  Glenn points out that the ad was confusing unless you already knew the back story and perhaps watched it again online.  An example of targeting within the largest television audience in history?  Illustration of how social media can help supplement a traditional media buy?  Expect to see more advocacy ads in all media.

Listen to this interview with Glenn and check out MediaCurves.com to see the survey reactions to all the Super Bowl ads.

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Ad Dollars and Health Care Reform

Guest on the Digital Politics podcast this week is Evan Tracey, founder and president of the Washington, DC based Campaign Media Analysis Group.  With over $170 million spent so far on television ads, Evan has seen the wide spectrum of messages and partnerships.  He expects now that the Senate is taking up the vote on the health care bill, we will see even more advertising from all sides as interest groups continue identify issues that resonate with voters.  Evan raises the question of how eager voters will be to watch these ads in the midst of the upcoming holiday season which traditionally has not been a time for political and advocacy ads.

What will campaign ads focus on in 2010 races?  Evan says that health care will be a constant theme which will be tied to unemployment and government spending.  He also reminds us that 2010 races have already begun.  I suggested that those in 2012 have as well.

List to this informative interview with an insider who is keeping his finger on the pulse of political and advocacy media buys.

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Health Care Reform Advertising

Digital Politics podcast this week with guest Glenn Kessler, CEO, HCD Research, looks at the question of anti and pro health care reform advertising.  Are the advertisers missing an opportunity by not encouraging viewers to take more action such as texting or sending email to their elected representatives? Will consumers get further clarification of the issues by competing ads or turned off by extreme claims? How effective are those official efforts by the DNC and grassroots Twitter campaigns representing all sides? What about those Harry and Louise ads?

Listen to the interview with Glenn about this timely topic:

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Future of Political Advertising

The focus of the Digital Politics podcast today with Ira Teinowitz, freelance writer and former Washington bureau chief of Advertising Age was on the future of political advertising.  With his years of experience, Ira was quick to point out that the web is not the best way to reach all voters.   In his own words, “the question is whether web advertising actually brings new people or instead harvests people who are already likely committed –but committed because of advertising or actions somewhere off line… Within limits it works. But there are definite limits to web ads.They ain’t gonna replace TV.”

Many of my guests have been web-centric in their views of how the Internet is changing campaigns.  Ira reminds us that the traditional media still has the upper hand.  Is the future of political advertising more of the same?  Check out the entire interview.

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Future Campaigns Must be More Interactive and Voter-Driven

Washington, DC, January 22, 2009 – Results of a new national study among  3536 Americans revealed that there has been a permanent move from passive communications in political campaigns to on-demand information and relationships with candidates.

The E-Voter Institute surveys conducted by HCD Research revealed that in May 2008, 40% of potential voters viewed on-line videos about candidates. Results from a recent, post election survey released today indicated that 52% of respondents reported that they viewed on-line videos. In addition, there was a 35% increase in the number of women who reported that they watched the candidates’ videos.

Two-thirds of voters reported that they expected candidates to use email communications as part of their campaigns. Particularly striking is the growth of the unofficial campaign, with 45% of respondents reporting that they forwarded links or email about political issues to friends and family.

Furthermore, more than half of the respondents indicated that they received an email from friends or family about politics. For those who voted early, the official web site was almost as attention getting as a television or cable advertisement.

Download the report The Rise of On-Demand Political Campaigns: E-Voter Institute 2008 Post-Election Findings. E-Voter Institute Post-Election-Findings-01-22-09

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Targeting Women Voters

E-Voter Institute Report looks more specifically at the women who represented 70% of the group of responders to the 3rd Annual Survey of Voter Expectations.

Comparisons between genders on Internet activity, political activism, and interest in news sources is augmented by details about the women by age, membership in social networks, and party affiliation.  Surveys conducted with the support of HCD Research, with analysis from Chris Borick, Muhlenberg College.

Of those women 18-24, 92% use email, 85% expect candidates to have a web site, and 68% expect candidates to post their television ads on the official site.

Of those women 55-64, 96% use email, 86% expect candidates to have a web site, and 64% expect candidates to post their television ads on the official site.

Surprised at how similar the expectations are regardless of age?

Looking at party affiliation, of women self-identified as Democrats, 94% use email, 89% expect candidates to have a web site, and 73% forward links  and email to friends and family.  Of those women self-identified as Republicans, 94% use email, 87% expect candidates to have a web site, and 73% forward links to friends and family.

Tough to tell the difference.

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