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* Will Bunnett at Campaigns & Elections…
According to the Off the Grid National Survey 2014, under half of voters now say live TV is their primary way to watch video content—and other than sports, nearly 30 percent did not watch live TV over the past week. The National Republican Senatorial Committee, whose candidates made big gains this year, recommended spending 20 percent of total campaign budgets online.
* But as far as fundraising goes, social media ads alone don’t do the trick…
For years it was the zombie prediction that wouldn’t die: fundraising will shift to social media. Did you hear any of that buzz this cycle? Asking for money on social media is like going up to your friends and shouting, “Who wants to help move my couch upstairs this weekend?” Asking over email is like looking your friends in the eye one by one. […]
Most political advertising online relies on so-called “last click attribution” to measure effectiveness: somebody saw the ad and clicked to the website, so did they take an action or not? But commercial marketers long ago moved beyond simple last-click models. This cycle we learned that political marketers must, too. My employer, Trilogy Interactive, partnered with Facebook on a study that showed supporters who receive fundraising emails and ads simultaneously contributed 67 percent more via email.
posted by Rich Miller
Friday, Dec 5, 14 @ 12:04 pm
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Previous Post: Unclear on the concept
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“Asking over email is like looking your friends in the eye one by one.”
And asking again and again and again and again and again and again and again and again and again and again until your friends hate your stupid, needy face.
– MrJM
Comment by MrJM Friday, Dec 5, 14 @ 12:12 pm
Times are a changin,’ but I find it hard to believe that 30 percent did not watch live TV for a week.
That’s one of those questions, like how much do you drink, eat and smoke, that people vastly understate when asked.
Comment by Wordslinger Friday, Dec 5, 14 @ 12:55 pm
Politico had an interesting article awhile back about Ed Gillespie’s digital strategy in the Virginia Senate race.
http://www.politico.com/magazine/story/2014/11/they-like-me-they-really-like-me-112731.html
Comment by Precinct Captain Friday, Dec 5, 14 @ 1:02 pm
“I find it hard to believe that 30 percent did not watch live TV for a week.”
I never watch live TV (other than sports) and my brother never watches live TV.
And we’re old.
– MrJM
Comment by MrJM Friday, Dec 5, 14 @ 1:18 pm
I’m with you, MrJM. Haven’t watched anything on live TV in months. I saw exactly zero campaign commercials this fall.
But I was absolutely buried in fund raising emails. Thank god for Gmail filters!
Comment by Out Here In The Middle Friday, Dec 5, 14 @ 1:25 pm
Wordslinger, I’m in that 30%.
I almost never watch non-sports live, to the extent that it is not uncommon for me to record something and then watch it the following hour in order to avoid the delays of commercials. I’m busy enough that devoting 50 minutes to something is better than devoting an hour.
I suspect a lot of people are similar. DVR makes things easy.
If candidates did not advertise during Bears games or Arsenal matches, the odds of me seeing the ads were nearly zero.
Comment by Gooner Friday, Dec 5, 14 @ 1:39 pm
== supporters who receive fundraising emails and ads simultaneously contributed 67 percent more ==
But what if they receive fundraising emails, ads, texts, calls and mailers simultaneously?
While a campaign volunteer yells at them from a bullhorn? /s
Comment by Formerly Known As... Friday, Dec 5, 14 @ 2:25 pm