Will Paying for Voter Action Rather than Gross Media Spending Be the New Measuring Stick for Political Campaigns?
With less than 20 days left until the gubernatorial election, tens of millions of political campaign dollars will be spent in last minute media purchases. The hope is to sway voter favor to the political candidate of choice by flooding the market with the most media. Ironically, over 65-80% of political spending is ineffective and will not reach most voters or drive polling results, as a consensus among top brand managers. Political campaigns are now embracing pay per voter action also referred to as pay per performance marketing as an effective means to reach and engage registered voters, prior to their campaign dollars running out. According to McKinsey Research, “Multi-channel marketing can increase effective consumer reach by 200-400%”.
Given the growing trend in tracking voter actions in relation to a campaign’s media spend, Adreka announced today the launch of their Pay for Voter Action Platform. “This is the first pay for performance media platform designed for the political space,” says project manager Alicia Armstrong. Adreka measures voter engagement by tracking voter actions directly related to a campaign’s traditional and social media interactions which include phone calls of donors and volunteers. Moreover, Adreka’s platform also engages online influencers (those having a large online following), from Facebook, Twitter, You Tube, and localized political blogs. The goal is to create voter action that is predictable and measurable in our clients favor, says John Cataldi, Media ROI Evangelist for Adreka Advertising.
Adreka’s, Pay Per Action Political Platform works by 1) understanding what is really important to the majority of the voting populous through social analytics; 2) creating and syndicating relevant media across TV, Radio, Internet, Social Media, and Mobile Media; and 3) measuring what media channels are effectively affecting voter options. The end result is a political media campaign that only allocates media spending on the media that sways polls into the candidate’s favor. As an added benefit, many voters responding to Adreka’s political adverts can be legally tracked and marketed to via their mobile device and social media network. Depending on the campaign, costs can run from $10-$250 per voter action. “I have seen Adreka in action; this type of political and media convergence is a game changer for any election”, says leading political consultant, Gabe Winslow.
Not understanding how the media conversions can be directly correlated to voter response is prevalent even in campaign watchdog groups. Ross Johnson, Chairman of the Fair Political Practices Commission of California stated, “More campaign spending means greater influence. To believe otherwise, is to presume that candidates for public office live in a cave”. According to Cataldi, “If political campaigns were compared to corporations with similar media spends; the end result would be the destruction of most top brands. Ross Johnson is correct in that more spend equates to more media, but an effective spend can outperform an opposing campaign by a factor of 10x. I believe that the future of not only political, but all media spending will be measured on performance and end result, anything less is a waste of dollars and time.”
About Adreka, Inc.
Adreka provides the leading media monitoring and engagement platform for marketing, communications and customer support professionals. The company's new digital listing technologies allows the monitoring of all forms of social media, mobile, and traditional media, with a heavy emphasis on analytics, predictability, and media effectiveness. Visit www.Adreka.com, call 678-804-7144, or email sales@adreka.com for more information.
About John Cataldi
An avid technophile, serial entrepreneur, and media spokesperson, John Cataldi is the CEO of Adreka, an open media exchange to allow agencies and advertisers to target, create, syndicate, and track their traditional and interactive advertising. Visit www.JohnCataldi.com for more information.
John Cataldi
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I can not believe the mis-spending of many of my fellow GOP campaign managers. In California alone, she had go raise another $14M
This is just said… that they spend everything and track nothing, good luck John, I know of a few political campaigns that wish they used you, we may have had the right folks elected! We will be calling you guys for the 2014 race!
FYI – KANTAR MEDIA is forecasting “Three-quarters of the $3 billion expected windfall will be spent in the final seven weeks of running. http://www.allaccess.com/net-news/archive/story/81085/3-billion-in-political-ad-spending-expected