The rules of marketing have changed drastically for organizations that traditionally relied heavily on the big broadcast buy. Consider political campaigns, which are placing a growing premium on targeted messaging across multiple channels.
The tech-savvy campaign that President Barack Obama’s aides unleashed six years ago was only the beginning – employing digital strategies is quickly becoming a differentiating point in the political arena.
In a show of bipartisanship, agencies on the opposite aisle recognize the shift.
“(Content consumption) behaviors are changing,” said Zac Moffatt, co-founder of the digital agency Targeted Victory. He left the company briefly in 2011 to serve as Mitt Romney’s digital director during the primary and general elections. “With television, for the first time ever, now 50% of viewers are watching television online. You still have broadcast, but you have broadcast cable, broadcast cable online.”
Consequently, agencies that service political organizations are looking to expand their horizons. Case in point, Targeted Victory recently integrated its ad tech with community organization platform NationBuilder, a move designed to reach specific audiences via geotargeting or voter data through display ads, preroll video and Facebook Exchange.
Mobile is another hot area. Marketing agency Revolution Messaging Group, which serves the political and nonprofit sector, has seen an increasing demand from organizations looking for help targeting constituents through mobile advertising.