From Campaigns and Elections by Sean J. Miller Democratic firms are expanding their self-service digital platforms to meet growing demand from candidates
How is Political Digital Media Bought and Sold?
The landscape of digital media is constantly evolving. New tools, strategies and platforms are emerging every day and smart political campaigns are using these new tools to successfully communicate with voters. SpeakEasy Political’s dedicated team of media buyers works to make sure these cutting-edge strategies are available to all of our political campaigns – from School Board to State Senate and beyond.
But even as the field evolves, there is still a basic foundation supporting any successful digital effort.
Our team makes sure that our hundreds of clients are supported by a strong digital buying foundation – starting with using the most successful buying strategies.
How does SpeakEasy Political buy digital ads and how can it help my campaign?
Here are some quick answers. As always, if you would like to consult with us directly on your campaign – book a time to chat with us!
Digital Media is Bought and Sold in Two Main Ways
1. DIRECT BUYING
Media buyers negotiate prices directly with the websites and apps that have ad space, also known as publishers, in order to purchase ads.
In this process, ads are only shown to the viewers of the specific publisher, and publishers often have spend minimums.
In the late 90’s, new technology emerged that allowed buyers and sellers to purchase and sell digital media using real-time bidding.
Now, advertisers of all sizes use Demand Side Platforms (DSPs) to secure display and video ads across many different publishers via ad exchanges.
Benefits of Programmatic:
1. Greater Reach: Programmatic buying allows campaign ads to appear on a wide variety of different websites and apps. Filters are used to block non-brand and campaign-safe websites.
2. More granular targeting: Ads can be uniquely targeted to a voter audience or
demographic segment of the population. This enables campaigns to only pay to reach the people they want to speak to, instead of reaching everyone.
3. More effective reporting: During the campaign, media buyers can pull reports showing impressions served, clicks to the website, reach (how many unique people saw the ads) and frequency (how many times they saw them). This allows real-time optimization to maximize the efficiency of the campaign budget.
Want more information on running effective digital advertisements? You can download our free ebook on digital media here.
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