WASHINGTON, D.C.-With programmatic display advertising for political campaigns “fading, or at least plateauing,” video, mobile, social media and in-banner formats have become much more popular. “It’s not functioning, it’s not getting the same engagement rates that we’ve seen,” is how Jordan Lieberman describes programmatic display.
The Politics & Public Affairs Lead for Audience Partners predicts that future campaign cycles will benefit from the ability to target voters down to a specific parcel of land.
“And when I say geo fencing I don’t mean this part of the city, I mean this building. And that’s a really big deal,” Lieberman said earlier this month in an interview at the Beet.TV summit on politics and advertising. “Not necessarily voter file targeting, but targeting specific individuals in a building.”
Audience Partners’ political division has conducted some 1,000 programmatic digital ad engagements thus far this year, most of them public affairs or campaign related. Lieberman foresees increased use of self-serve platforms by future political advertisers, one of the fastest growing parts of Audience Partners’ business.
“We have a self-serve option called CampaignGrid Direct, but the large part of our business in on the media planning side, which is more than just you show up with a big check,” Lieberman said.
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