; 2016 ;
Linda Goldstein, Manatt Phelps & Phillips LLP: One of the
more interesting aspects of this year’s political campaign is
the precision with which candidates are seeking to target
very specific segments of the market. Performance-based
marketers and direct response experts have been perfecting the art of targeted marketing for years. Their precise
knowledge of how to best target specific segments of the
community could be a real asset to political advertisers.
Peter Koeppel, Koeppel Direct: DRTV’s longer lengths
would seem tailor made for candidates who want more
time to distinguish their positions. And yet, with rare exceptions, such as Ross Perot’s third-party run in 1992 and
Barack Obama’s infomercial “event” right before the election in 2008, there has been scant use of the infomercial
or other, longer commercial lengths. Given the expertise
the industry has in storytelling, there is an enormous
opportunity to engage with voters. Such content can be
repurposed across social media and digital advertising in
shorter chunks so that all of it works hand-in-hand to
convey a candidate’s message.
Fern Lee, THOR Associates: Since performance-based mar-
keting experts are driven by data, there definitely could
be the opportunity to work together. Performance-based
marketers have a deep understanding of viewer demo-
graphics, media consumption habits, cross-device inter-
trends, and rate efficiency thresholds
that can be very beneficial to political advertisers to help
guide placements, tactic mix, and budget thresholds.
Kevin Lyons, Opportunity Media/A&E: Each time we have a
national election, there is a huge amount of advertising
leveraged against it. There is a great opportunity for performance-based marketing expertise. Having greater accountability on results creates better efficiencies, enabling
political advertisers to spend their budget more wisely.
Whether they listen to the advice is another story.
Richard Stacey, Northern Response Intl. Ltd.:
Performance-based marketing begins with establishing clear objectives
and then clearly defining metrics and reliable systems to
measure them in an accurate and timely manner. This
process can be used in political marketing just the same as
it can be to sell a pair of shoes online.
Robert Yallen, InterMedia Group of Companies: Political and
issue category advertisers should include at least a portion
of their offline and online spending on direct response
media, as well as performance-based media. In its purest
form, this category aligns itself with direct response in the
sense that these advertisers want to get information in