A few weeks ago, a well-known trade magazine carried predictions from various political consultants about the future of the business. Spot-On doesn’t like to contradict wiser heads but we did note that the focus for the predictions centered on what we think of as “business as usual” (otherwise known as mail and television) with digital dismissed as “the flavor of the month.”
Well, this is some “month” – it’s at least 10 years old by our calendar – so Spot-On has a few digital-centric predictions to share. These are ours alone and are subject to the usual disclaimers about biases, short-sightedness and smoking your own fumes.
In 2015, Spot-On thinks….
- Streaming media will start to make an obvious and important dent in cable and broadcast’s ability to reach voters. Test out this prediction: Name five streaming services. Didn’t know there were more than five? Here’s USA Today’s somewhat dated list for cord-cutters.
- Online and TV advertising will be paired so online display ads reflect and reinforce the visual richness of television. Best examples? Apple. Apple doesn’t buy box banner ads; they buy targeted TV, high-end print and lots and lots of in-banner video, homepage take-overs and push-downs.
- Voter targeting using IP “address” and cookies will have its zenith as consultants realize it’s not a magic bullet. Nor is it the best use of online advertising. How else to explain the very low win rates for campaigns that relied on voter matching and targeting?
- Mobile will begin to truly dominate. Ads on tablets show fantastic click-through rates. AND there’s no fall-off on weekends as there is with desktop ad placements.
- The rush to buy Facebook and video pre-roll will, like IP and cookie targeting, reach its high point in 2016. Prices for these placements in contested states are doubling and tripling as election day approaches and demand peaks. Consultants who plan around this will fare better.
Want to hear more about any of these predictions, test our logic or learn more about how Spot-On’s unique approach to online political ad placement can help you win? Give us a shout.