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Articles tagged with CampaignTech

Can addressability keep TV ahead of web?

by Sean J. Miller / Apr 11 2014

Addressability technology is what could ensure online doesn’t overtake television advertising as the preferred medium of campaigns, at least for now.  

That’s the argument made by some traditional media consultants who are facing increased competition for campaign budgets — and commissions — from their digital rivals. Addressable ads are currently available in roughly 42 million households through live TV and video-on-demand, according to Ad Age. These households, which may climb to 50 million

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'Culture' impeding GOP in campaign tech race

'Culture' impeding GOP in campaign tech race

by Sean J. Miller / Apr 10 2014

Republicans are lagging behind Democrats in the technology race because of “culture,” according to Ned Ryun, a GOP consultant.

Republicans have been ridiculed for their recent attempts to foster a start-up culture inside the national committee. Ryun, founder of Voter Gravity, sounded disappointed with the efforts. 

“Our biggest challenge is cultural change,” Ryun said Thursday at C&E’s CampaignTech East conference in Washington, D.C. “I think it’s more of a cultural shift

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Do Democrats have an online advantage in 2012? 

by Sean J. Miller / Apr 20 2012

Todd Van Etten doesn't subscribe to the theory that Democrats are dominating the GOP online. He points to the launch of GOP.com as a large step the Republicans took in targeting and delivering content to supporters online. But that stigma is out there, admits Van Etten, a consultant with Crowdverb who formerly served as new media director at the Republican National Committee. "But it's not particularly hurtful. Everyone likes being the underdog, especially in

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Targeting the unreachable voter online

Targeting the unreachable voter online

by Sean J. Miller / Apr 20 2012

Cellphones and Do Not Call lists have caused pollsters headaches for years. Now, ad makers are faced with the conundrum of the unreachable voter. The advent of DVRs, streaming TV and satellite radio are insulating voters more and more from traditional broadcast advertising. Michael Beach, whose firm Targeted Victory is consulting for Mitt Romney's presidential campaign, believes online targeting will give campaigns a way to penetrate this splendid ad isolation. He explains how. 

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Your ad can't go here

by Sean J. Miller / Apr 20 2012

The mushrooming of issue advertisers this cycle, combined with the presidential race is expected to put a severe strain on ad inventory. How bad could things get? In addition to shortages of coveted broadcast TV ad time, we could see online inventory get gobbled up, too. "Scarcity will definitely be an issue," says Sean Harrison, an account executive with Google's elections and politics team.

Buying for the fall has already started

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Twitter ads can give campaigns an edge, but at what price? 

by Aaron Puebla / Apr 20 2012

Twitter is facing increased competition for campaign ad dollars, but it remains one of the top platforms for political messaging. Peter Greenberger, the site’s Washington sales director, is tasked with convincing candidates to pony up for its advertising options. But with candidates drawing large followings already, are they worth it? Greenberger makes the case.

C&E: Why should campaigns advertise on Twitter?

Greenberger: Politics this cycle, for the first time, is in real

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Why technology can't replace old-fashioned politicking 

by Sean J. Miller / Apr 19 2012

Some prophets of the campaign world have foreseen a future where personal interactions between voter and candidate become a kind of antiquated ritual maintained for the sake of tradition. They point to websites such as Quora, Twitter and Facebook to back up their predictions. But despite the explosion of technology in politics, computers alone can’t win elections. If that were the case, the joke goes, then Howard Dean would’ve been elected president. Shoe leather,

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If you build it, they might not come

If you build it, they might not come

by Sean J. Miller / Apr 19 2012

Looking for a new way to gather information on potential supporters? Facebook applications, which create online niche communities, could be the answer. Mitt Romney, for instance, had a Facebook application, or app, that automatically filled in the name, email address, location, birthday and gender of those signing up for the campaign's email list.

"Rather than making people fill in a bunch of field forms to sign up for your email list, they can just

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