Catch up on These Recent Programs |
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Last week, the AAPC
hosted a discussion with experienced media consultants as they discussed the playbook
for targeting the elusive live sports fans in a digital streaming era. Key takeaways:
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Nearly 60% of CTV households are now cordless. Streaming and Linear
TV viewing times are almost the same, so now is the time to take advantage of streaming ad buys.
- Track what platforms are allowing what type of political or issue
ads. For example, if Netflix is out on political ads but Peacock is in,
that’s going to make a decision for you as a buyer. Another example would be
Direct TV stream allowing political ads, but not on their pause ads (which is
a high-impact ad). You might be better off spending that ad money elsewhere.
- Top sports by viewership reach in internet-accessible households:
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Football- 55%
- Basketball- 34%
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Baseball- 33%
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AAPC hosted a discussion
with experienced media consultants as they discussed the importance of authenticity
in political campaign imagery. Key takeaways:
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Royalty
Free vs. Editorial Content. Turn to the editorial library when looking
for an image of a specific place, time, person, event, etc. Access the royalty-free
creative library when looking to illustrate an idea. There are different uses
for both types of content. A common use case for editorial content is using images of an opponent.
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AI Generated Content. Remember the importance of authenticity.
Voters tend to trust campaigns that use REAL images, not AI-generated content
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Mitigating Risk. It is crucial to document EVERYTHING! Save the
image number, know where the image came from, know who took the photo, the source,
the location, etc. It’s also in your best interest to get multiple sets of eyes
on the content you’re working on
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Coherent Brand Image.
Try to tell a story. What was the last ad the viewers saw in the campaign, and
what do you want them to see next? Try to bridge that gap by taking the viewers
on a journey. Ensure there are common elements throughout (logos, colors, design choices, etc)
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AAPC hosted a fireside
chat with top political experts from Arena and Prompt.io on pivotal strategies
for the 2024 elections. Key Takeaways:
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Target
Gen Z and Millennial voters using direct mail. Since a large number of
this audience are cord cutters, mail is one of the most effective ways to reach them
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Don’t just text voters to ask for money. Texting can be used
for polls, surveys, election information, etc. You are more likely to get your
texts blocked by voters if you are only texting for money grabs
- Start
with the basics. It’s easy to get wrapped up in new tech and outreach
opportunities. Look into voter trends, past election results, etc. What will turnout
look like? Start your path to victory from there
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Don’t underestimate
the versatility of social media. Social media can be a HUGE fundraising
tool for your campaign or organization while also being used to showcase messaging and imagery
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2024 will be the year of the text. Texting will play a larger
role in this cycle than it ever has before
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