Using 2015 Technologies to Win the 2016 Presidential Election

The 2016 Presidential primaries will begin in just nine months The Iowa caucus will be held on February 1 followed by New Hampshire on February 9 and South Carolina on February 20 In the last few years major shifts in media consumption fueled by innovations in technology have changed the way consumersvoters get their information How do you and your team use these technologies and trends to get your message to the voters that will elect you first in the primaries and eventually in the national electionHere is how the game has changed since 2012 Media consumption patterns have changed greatly since the 2012 election One of the pillars of Presidential campaigns since the 1960s is TV advertising The reality today is TV viewing on TV sets is in decline Consumers are using mobile and digital devices to view video at a rapidly growing rate In just two years the percentage of time spent with TV has declined from 392 of time spent in 2012 to 365 of time spent in 2014 Consumers in Motion Group projects time spent to decline further to 343 by 2016While viewing TV on TV sets is declining overthetop viewing of TV on mobile and digital devices is increasing Viewers spent 36 hours per week viewing OTT on digital devices in 2014 and that number is growing rapidly to 95 hours per week by 2016 according to eMarketerThe growth of OTT is driven by increased usage of mobile devices which in itself is another trend candidates should note amp160In 2012 adults spent 16 hours per day on a mobile devices and by 2016 adults are projected to spend 31 hours per dayamp160 The growth of social media and the increase in time spent on social media offers candidates a new and effective way to influence the influencersMedia planning models for candidates need to be based on where consumervoter behavior is going vs where it was in 2014 or 2012Here is how to reach voters in rapidly changing digital landscape The good news for political candidates is there are technologies and platforms deployed at scale to manage their digital media budgets amp160Google Facebook and Twitter are examples of platform solutions within their amp8220walled gardensamp8221 Demand Side Platforms DSPs facilitate programmatic media buying helping manage the candidateamp8217s media placements across the entire digital landscape desktop display desktop video mobile Web display mobile Web video inapp display and inapp video and private marketplaces across desktop display desktop video mobile display and mobile video A comparison of DSPs was highlighted in the recent Forrester Wave report released on June 3 2015 This report highlights the leading technologies that can provide the candidates with the same technologies used by Fortune 100 companies to manage their media investments DSPs maximize digital media buys and provide rich consumervoter insights which are invaluable to fast moving and dynamically changing campaignsThe report notes amp8220programmatic has gone from buzzword to the standard for digital media buyingamp8221 Forrester warns that amp8220ignoring this new standard will put marketers at a disadvantage as all media buying becomes more complex multichannel and flexibleamp8221 The report noted that amp8220two distinct factions of DSPs have risen to the top and are noted as 1 platforms with a robust breadth of capabilities and 2 fully flexible technologyagnostic platformsamp8221 Forrester noted that DataXu was the most highly rated DSP and was followed by AOL as evaluated by 53 factors outlined the Forrester reportUsing the best in class DSP technology platform will provide the candidates with the digital tools and firepower needed to reach voters with the messages and on the devices that matter to win the primaries Candidates that use DSPs have the potential to maximize scarce political budgets and resources needed to go the distance to Election Day 2016 Source eMarketer 2015The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillage management or associated bloggers

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Using 2015 Technologies to Win the 2016 Presidential Election

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Using 2015 Technologies to Win the 2016 Presidential Election

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