Programmer is your new political candidate

    Political strategists say that programmer has enormous potential and a bright future in the political arena. This technology will be one of the keys that will open the door to victory in the 2016 US elections.

    Borrell Associates' new forecast provides a vivid picture of the withering of television broadcasting in terms of spending on political propaganda. Next year, approximately $ 6 billion will be spent on political television advertising in the United States (according to Campaign Media Analysis Group, $ 4.4 billion). In 2012, this figure was $ 5.75 billion. It would seem that there is growth. However, according to the forecasts of leading experts, by 2020, politicians will spend no more than $ 5 billion on television advertising. But according to the same consulting company Borrell Associates, the players in the political arena will be much more economical in their expenses on TV - by 2020 TV spending will drop to $ 3.5 billion

    Yes, television is still a favorite channel - it accounts for more than half (52%) of all political “advertising dollars”. But today, marketers are starting to “transfer” budgets to digital space, and it is the digital environment that can become the basis of political advertising in the next 5-10 years. The reason for this tectonic shift is algorithmic advertising purchases.

    Borrell Associates notes that by 2020, most of the money spent on digital advertising will be spent through programmatic channels that guarantee that the marketer reaches the right audience, or in our case, the electorate.

    According to new data from a politically oriented digital consultant like Targeted Victory, an average of 75 cents out of every political advertising dollar is wasted due to inaccurate voter targeting. The way “Republicans start and lose” can be seen on the map from Targeted Victory and Google. Looking at this infographic, you can understand how tremendous the financial losses of political forces are, who are addressing their calls to the wrong people.

    The leader in waste of money was the 10th Illinois Congressional District, whose wasteful political race cost the Republicans $ 19,148,540. However, only $ 1,389,261 was spent on targeting the target electorate. Using simple mathematical calculations, we can establish losses: just imagine - $ 17,759,279! This is 93% of the budget!

    In response to the Targeted Victory study - and perhaps indirectly in response to data from Borrell - the Television Bureau of Advertising (TVB) issued a statement stating that television is still the main channel of political advertisers.

    “Advertising will never be effective if the ads are shown to the wrong people,” said Steve Lanzano, president and CEO of TVB. “The fact remains - television offers advertisers a scientifically proven way to reach their target audience. While digital advertising is still the subject of heated debate about such "pitfalls" as viewability and fraud. "

    Most marketers seem to agree with Lenzano, as politicians spend most of their money on television. But it is also indisputable that political marketers are experimenting more and more boldly with digital channels. Indeed, even the Bureau of Television Advertising recognizes that digital political advertising platforms have their advantages.

    In 2013, the analytical company Deep Root Analytics was created, the services of which several candidates for the presidency of the United States have already managed to use, including Jeb Bush, who is the younger brother of the 43rd President of the United States George Walker Bush. Deep Root Analytics collaborates with a leading developer of data combination and advanced analytics solutions Alteryx Analytics to optimize the targeting and procurement of TV placements.

    Zack Moffat, co-founder of Targeted Victory, defines the programmer as "insights plus automation." But it was this particular person who led the digital campaign of Mitt Romney, who was a candidate for the US presidency in the 2012 Republican Party election. Mr. Moffat claims that tens of millions of dollars were spent using programmatic technology as part of the election race. And it was more than a successful investment.

    Adherents of the old school of purchasing media say that it is very difficult to abandon TV in favor of the new technology, but they note the growing appetite of marketers, who salivate when mentioning algorithmic purchases of advertising.

    Eric Frenchman, who advises Republicans on digital advertising, warns many market players that, despite the relative simplicity of the algorithmic procurement of advertising, programmers are not plug-and-play technology.

    “People think that they can simply load their ads and then just press the buttons,” says Mr. Frenchman. “Everything is a bit more complicated.”

    The debate continues. Ace in the sleeve of television people - these are problems with the visibility of digital advertising and widespread advertising fraud. However, digital marketers also have something to present to the supporters of the TV channel: today, many users record TV shows and watch them later without advertising. This discussion boils down to the following: effective vs. efficient (achieving goals versus achieving goals at the lowest cost) and proven facts vs. lack of evidence. It remains only to wait for the time to put everything on the shelves. BYYD • Mobile Advertising Platform

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