When you think of political advertising, what do you think of? Television commercials for political candidates began in the 1950’s and by the 1960’s, it became the number one source for political information. TV continues to be the top strategy for candidates, but with all the changes in how people are viewing programs and utilizing their time, are they missing something? I believe so. TV commercials are effective and most definitely need to be part of the strategy, but putting all your eggs in one basket is not the right strategy. Digital consumer behavior is not only what people talk about, but it is what people do. According to ComScore, 39% of all people in the U.S. have a smartphone and 78% own a computer. The multiscreen structure (using your computer and/or phone while watching TV) is the new norm, allowing advertisers to engage with their targeted consumers across multiple platforms. I believe that there is a decent sized percentage of the population that has no idea what is going on when it comes to politics - they either vote how their family or friends vote, or don’t vote at all. How do we influence them? By hitting those digital blogs and social platforms that basically have people doing the advertising for you. For example, Tumblr now has advertising opportunities and Adidas (though I know is not a political candidate, but is an influential brand) jumped right at the opportunity creating an enormous buzz. Or perhaps, drive people to your fan page and have them interact with who you are and what you represent. Imagine if you were running for office…(below is a mental picture, try to imagine) You are sitting around the dinner table at a friend’s cocktail party debating about politics and someone states “Did you see what (candidate’s name here) did with their online campaign? Everyone is talking about it on social media - what a unique and intelligent ways to bring in new voters. Obviously he/she knows what they are doing, I was undecided who to vote for and that pushed me in (candidate’s name)’s direction.
Who will you vote for this election?
-Courtney,
Media Planner/Buyer
