Ok, I'm back from the All Things Political conference and it was very interesting. The panel I was on discussed best practices in online political advertising and on the panel with me was Ben Katz from completecampaigns.com (a website in a box solution) and a woman from a Washington based buying group who pinch hit for a missing panel member (since I don’t remember her name I’ll call her MediaWoman).
Our moderator Chris Jennewein from SignonSanDiego.com did an excellent job of asking questions that were really centered around advertising and not just email and website; as I’ve written before, online campaigns are a lot more than just websites, blogs, and emails. So, almost all of his questions were in my sweet spot and I’m happy to report I was the star of the panel and if not the star from the first day of the conference. The only real competition came from political consultant Dan Schnur but that’s for another post!!!
At one point the conversation turned to the benefits of running TV ads versus online banner ads. MediaWoman talked about buying impressions, measuring clicks and why you get a better bang for your buck with TV where you know what is going to happen. That’s when I jumped in with my Just Stream It strategy.
JUST STREAM IT
Do you really know how many people actually watched your offline commercial? The answer is ABSOLUTELY no. Sure you have models and tracking tools but those just really estimate it; even if you got some TiVo data all you know is whether they pounded through them or not. Big deal. You rely on outdated forecasting models that say if you run this many GRPs in a market (someone said 3000 per week per market) you can expect this movement in the polls. Really now? How do you know they saw the ad? Why don’t you just stream them online.
Streaming them online via a company like PointRoll gives you many more options and tracking capabilities. For example, take this ad we did for Dick DeVos for Governor of Michigan and you can see what I’m talking about. We know how many times the ad is being served, how many clicks, what the amount of time spent in the ad unit interacting with the campaign, the post click tracking actions, and most importantly how many times the video was streamed. Can you get that kind of data from your TV ad buy? The answer is no.
That’s why political campaigns as November 7th approaches should just stream their offline commercials in a banner unit. The incremental costs are marginal and guess what you might even reach an audience that wants to view your TV ads wrapped around by a great unit that stresses call to actions like volunteering, voting, reading about records, and etc turning the content over to the viewer. If you bundle that ad unit with a smart media buy now you might actually influence real people.
Need more proof? Read this article found over in MSNBC called DVRs help voters avoid political ads. Listen to me. Politicians Should Just Stream Their Political Ads online. If you need some help, drop me an email so that the agency I work for, Connell Donatelli Inc can give you a hand...
PardonMyFrench,
Eric
Eric:
I attended the conference...great stuff. I consult for a mix of clients - political and corporate. One of my clients is a PAC that specializes in Illinois judicial elections. In down-ballot races like these, where money is scarce, how should we look at dividing up resources? For one of the candidates, we've built our site, have a good email list (we average around 5,000 visitors a week to the site) ... streaming an ad online means paying for production of an ad that we may not use on television due to resources....it's a Catch-22. Given our limited resources, I'd love to do as much as I can on the Web to be cost-effective...but at what level does it take away from the traditiona, tried and true like mail and phones?
At the conference, many people said it takes 3 direct mail pieces to have an effect....but what if we only have resources for one mailer....and maybe some phones? Should we scrapt those efforts and move to something totally online?
Curt
Posted by: Curt Mercadante | August 24, 2006 at 12:16 PM
Curt,
Streaming an ad becomes cost effective as long as you already have the commercial built. If not, there may be ways to save on the production if you are going to stream it in a small frame (need less resolution).
If I had to only spend $1 in an online campaign, I'd buy it on search. You can geotarget in Google and with some fancy keywords you can make Yahoo act like it is geotargeted. Open up an adwords campaign and buy some keywords to start.
Eric
Posted by: PardonMyFrench | August 24, 2006 at 12:32 PM
Thanks, Eric. In your experience, how is Web penetration in rural areas? In Illinois, for instance, the biggest cities in one district in which I'm consulting are Peoria and Moline/Rock Island.
Posted by: Curt Mercadante | August 24, 2006 at 12:55 PM
In rural areas I wouldn't worry too much about web penetration, but more concerned with broadband penetration. For that kind of information I'd visit Pew here : http://www.pewinternet.org/
Eric
Posted by: PardonMyFrench | August 24, 2006 at 01:13 PM
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Panasonic TH-42PX50U Television.....$1000usd
Panasonic TH-50PX50U Television.....$1500usd
Panasonic TH-42PWD6UY Television....$500usd
Panasonic TH-42PD25U/P Television...$400usd
Panasonic TH-42PHD8UK Television....$450usd
Panasonic TH-65PHD7UY Television....$2500usd
Panasonic TH-37PX50U Television....$500usd
Panasonic TH-42PX500U Television...$800usd
PHILIPS PLASMA TV
Philips 42PF7320A/37 Plasma TV $600
Philips 42PF9630A/37 Plasma HDTV $700
Philips 50PF7320A/37 Plasma HDTV $720
Philips 50PF9630A/37 Plasma HDTV $550
Philips 50PF9830A/37 Plasma HDTV $800
Toshiba 42DPC85 Plasma TV $760
Toshiba 42HPX95 Plasma TV $880
Toshiba 50HP95 Plasma TV $750
Toshiba 50HPX95 Plasma TV $900
Toshiba Satellite PRO L20 $250
Toshiba Satellite PRO L10 $320
Toshiba Portege A200 $320
Toshiba Satellite L10 $330
Toshiba Qosmio F20 $500
Toshiba Qosmio E10 $750
Toshiba M200 $500
Toshiba R100 $450
Toshiba M100 $680
Toshiba M300 $740
PIONEER PLASMA TVS
Pioneer PDP-5050HD plasma TV $1000usd
Pioneer PDP-424MV Plasma TV $756usd
Pioneer PDP-42A3HD Plasma TV $600usd
Pioneer PDP-434CMX Plasma TV $500usd
Pioneer PDP-43A5HD Plasma TV $560usd
Pioneer PDP-4360HD Plasma TV $700usd
Pioneer PDP-504CMX Plasma TV $600usd
Pioneer PDP-505CMX Plasma TV $500usd
Pioneer PDP-5060HD Plasma TV $700usd
Pioneer PDP-614MX Plasma TV $780usd
SHARP TELEVISIONS
Sharp Aquos LC-45GX6U 45 in Flat Panel LCD TV.$500
Sharp Aquos LC45GD4U 45 in Flat Panel LCD TV .$350
Sharp Aquos LC-45GD7U 45 in Flat Panel LCD TV $450
Sharp Aquos LC-20S4U 20 in Flat Panel LCD TV .$250
Sharp Aquos LC-26DA5U 26 in' LCD TV...........$300
Sharp Aquos LC-37D7U 37 in Flat Panel LCD TV .$400
Sharp Aquos LC-37D7U 37 in Flat Panel LCD TV .$450
Sharp Aquos LC-32DA5U 32 in Flat Panel LCD TV $350
NEC PLASMA TVS
NEC 42XM3 Plasma TV $700usd
NEC 42XR3 Plasma TV $500usd
NEC 50XM4 Plasma TV $780usd
NEC 50XR4 Plasma TV $900usd
NEC 61XM3 Plasma TV $560usd
NEC 61XR3 Plasma TV $500usd
NEC 84VP4 Plasma TV $690usd
HITACHI PLASMA TVS
Hitachi CMP4211u Plasma $850
Hitachi CMP4212u Plasma $350
Hitachi 42HDF52 Plasma HDTV $400
Hitachi 42HDT52 Plasma TV $440
Hitachi 55HDS52 Plasma HDTV $480
Hitachi 55HDT52 Plasma TV $650
Hitachi CMP-55HDM71 Plasma $420
SONY TELEVISIOVS
Sony PFM-42V1/S Television.....$500usd
Sony KDE-61XBR950 Television..$5000usd
Sony KDE-42XBR950 Television..$1000usd
Sony PFM-42X1/S Television.....$500usd
Sony KDE-42XS955 Television....$550usd
Sony FWD-50PX1/S Television...$1200usd
Sony FWD-42PV1 Plasma TV.......$500usd
Sony KE-42M1 Plasma TV.........$580usd
Sony PFM-42X1 Plasma TV........$600usd
Sony KDE-42XS955 Plasma TV.....$700usd
Sony FWD-50PX1 Plasma TV.......$750usd
Sony KDE-50XS955 Plasma TV.....$680usd
Sony Grand WEGA KDFE42A10 TV...$400usd
Sony Grand WEGA SXRD KDS R60XBR1$600usd
Sony Grand WEGA SXRD KDS R50XBR1$450usd
Sony Wega KDF-E50A10 TV ......$450usd
Sony Wega KDL-V40XBR1 TV ......$400usd
Sony Wega KD-36FS130 TV ......$400usd
SAMSUNG TELEVISIONS
Samsung HP-R4252 Television $500usd
Samsung LN-R328W - LCD TV 32 $500usd
Samsung LN-R408D - LCD TV 40 $800usd
Samsung LT-P326W - LCD TV 32 $650usd
Samsung LTM 225W - LCD TV 22 $500usd
Samsung PPM63H3-plasma panel63 $2000usd
Samsung HPP5031 - plasma panel50 $1000usd
Samsung HP-R4252 Plasma TV $560usd
Samsung HP-R5052 Plasma TV $1000usd
Samsung HP-P5581 Plasma TV $950usd
VIDEO GAMES......
SONY PSP GAMES
Sony PSP Tony Hawk's Underground 2 Remix ValuePack $200usd
Sony PSP Limited Edition(White) 20 Games+Car Kit Etc $250usd
Sony PSP Super Pack" - 5 Games With ExtraAccessories$190usd
Spider Man Movie, UMD Sampler $160usd $200usd
Sony PSP Limited Edition Ceramic White$160usd
Sony PSP - 3 Games, Spider Man Movie $270usd
Sony PSP Super Value Pack w/2 Game $160usd
Sony PSP Value Pack- 1 Racing Game $160usd
XBOX GAMES
Xbox 360 Platinum System cost$200usd
Xbox 360 System Bundle $170usd
Xbox 360 Core System Bundle $160usd
Xbox 360 Core Bundle $150usd
Xbox 360 Live Bundle $160usd
Xbox 360 $250usd
PLAYSTATION GAMES
play station I $85usd
play station II $140usd
play station III $350usd
Dell Latitude D600 $290
Dell Latitude D500 $200
Dell Inspiron 6000 $350
Dell Latitude D505 $340
Dell Latitude D610 $460
Dell Latitude D510 $320
Dell Inspiron 9300 $530
CAMCORDERS AND CAMERAS
Canon EOS-1DS Mark II, 17.2 Megapixel SLR Digital Camera--$1000
Canon EOS-1D Mark II, 8.2 Megapixel; Interchangeable Lens Professional SLR; Digital Camera-$850
Canon EOS-20D, 8.2 Megapixel SLR Digital Camera w/ 17-85mm f/4- 5.6 IS USM Autofocus Lens Kit-900
Canon EOS-1D Mark II N, 8.2 Megapixel, SLR, Digital Camera--$700
Canon EOS-5D (Body Only), 12.8 Megapixel, SLR, Digital Camera -$1000
Canon EOS-20DA, 8.2 Megapixel SLR Digital Camera--$900
Nikon D2X, 12.4 Megapixel, Digital SLR Camera --$850
Nikon D2Hs, 4.1 Megapixel, High Speed, SLR Digital Camera --$900
Pentax ist D Digital SLR Camera Body 6.1 Megapixel with 16-45mm f4 ED Zoom Lens ----$600
Panasonic PT-D7700U DLP Projector SXGA 7000 ANSI Lumens --$650
NEC GT6000L 5100 ANSI Lumens SXGA Polysilicon LCD Projector--$800
Sim2 HT300 E-LINK DarkChip3 Projector ---- $700
Mitsubishi XD2000U, 3500 ANSI Lumen Projector --$650
Optoma H79, HD DarkChip3 DLP Digital Cinema Projector --- $700
InFocus LP860, 3500 Lumens Multimedia Projector --- $900
Sanyo PLV-WF10 4000 ANSI Lumens LCD Video Projector ---$1100
Sony VPL-FX51 XGA 5200 ANSI Lumens Video Projector --$700
BenQ PE8720 DLP WXGA Home Theater Projector --- $600
ASK Proxima C460, 3500 Lumens LCD Video Projector --- $600
Company's E-mail address
[email protected]
[email protected]
Posted by: collince | October 18, 2007 at 01:34 PM
That is so nice, good thread.
Posted by: Jane | October 31, 2009 at 05:02 AM