More than any year since Spot-On started selling ads, this one has been one of constant change for political advertisers. That’s not just the overall chaotic climate; it’s the new attention being paid to the sloppiness that sadly characterizes the ad tech business by publishers and attention to privacy concerns by a weary public.
The ad tech changes that are being discussed are big and will probably end with some form of regulation. The duopoly between Google and Facebook, which everyone curses but no one seemed to have the willingness to change is under new and sustained threats on multiple fronts.
That’s next year, however. This year, political folks are facing challenges and – believe it or not – local news outlets can provide a solution. Here’s the rundown on what’s moved in just the past 30 days.
Facebook: Under fire from brand advertiser (who pay the bills) with suspicions about their political motives under new scrutiny, the platform made an announcement that’s a cynical as anything it’s done so far. And that’s saying something.
Users will have the ability to block all political ads. So if your ad says “paid for by…..” Facebook will let a voter say “never more”.
Our Take: That’s no different than if the campaign bought print display ads or TV spot. A digital ad on a local news site would be as effective – and seen.
Congress: Rep. Debbie Dingell (D-MI) has led an effort to urge the Trump Administration to buy more ads on and in local news outlets. Other efforts are calling for bans on ‘micro-targeting’ – the witches brew of voter and behavioral data that makes political campaigns think their ads target specific voters.
Our Take: Did the Congressmen and women who signed Dingell’s letter or those who are sponsoring the legislation use micro-targeting in their campaigns? Voter and micro-targeting (they’re the same) was oversold so it’s likely that those calling for the ban did use this technique. A push for a local ad buy – and Spot-On’s making this argument with clients – could get a warmer reception this year.
Big Tech: Google’s already banned micro-targeting for YouTube, search and direct buys on its AdX platform. It’s also stepped up privacy protection on Android phones. Now, Apple’s in on the act, banning apps – and this will include news apps – from targeting without specific user permission.
Out Take: Many political clients believe they can use mobile data to target specific individuals. No more. Again, the field levels.
News Gets Web Savvy: The New York Times is stepping back from willy-nilly programmatic ad sales. Looks like the Washington Post is taking steps to build a local news network (not the first time they’ve tried). Other news chains are looking at who’s siphoning data off their newly popular websites.
Our take: Use your political ad sales to test this idea for your site. If you’re letting political dollars go out the back door with programmatic ad sales, block that exit. And start looking at your subscribers. Data about voters and your site is worth its weight in political ad sales.
So, while political campaigns try to navigate this new world, local news outlets may well be able to step in with solid performance metrics, subscriber data and directly sold rich media placements. But while ads run locally, they’re sold nationally. Finding those ad dollars isn’t easy.
Spot-On can help publishers navigate this world. Give us a shout and we’ll tell you about our new Pinpoint Persuasion ad sales platform that helps you reach campaign professionals working now on November elections.
We don’t harvest your data; we respect your political rate card and – best of all – access is free for any and all news sites.
