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Here’s What Digital Political Advertising Will Look Like in 2016

March 14, 2016
by Jeff Green – CEO and Founder

Originally posted on AdWeek.com

For the past 50 years, television has been the most effective medium for politicians looking to reach voters. This is about to change.

メディア追跡会社Borrell Associatesが8月に公表した報告書によると、10億ドル以上のデジタル政治広告費が2016年の選挙シーズンに費やされました。この値は同じ期間中にテレビ広告に費やされる額より随分少ないものの、4年前の大統領選挙でデジタル広告に使用された1.6億ドルと比べれば大幅な増加です。

その意味では、2016年は、プログラマティック広告業界にとっては過渡期の選挙であることが表明された年でした。選挙運動の中で特定の有権者に独自のメッセージを訴える際のツールとして、デジタル広告が非常に有効であることを選挙運動マネジャー達に見出されたことにより、政治の世界においてプログラマティック広告が飛躍する年となることを広告業界の関係者は期待しています。

Digital is where the voters are

There’s an old truism in the marketing world that the money follows the eyeballs, and that’s precisely what’s going to happen this year. Today, the average American adult consumes more than five and a half hours of digital media daily, according to Mary Meeker’s latest Internet Trends report. That’s a 30 percent increase from 2012.

This figure has steadily risen every year since the last election and will likely continue to climb throughout the first term of President Obama’s successor. So it’s no surprise that Borrell Associates predicts that the 2020 elections will see a whopping $3.3 billion in digital political spend.

2012年当時よりはるかに優勢になったオンラインメディア

Though significant, the 30 percent increase in time spent on laptops and mobile devices over the past three years isn’t the sole reason for the nearly 700 percent increase in online political spending we’re about to see.

Online video has also exploded in recent years, giving advertisers more opportunities to reach people with the same combination of sight, sound and motion they use on television. Meanwhile, Web publishers have not only grown in size — BuzzFeed has about three times as many monthly visitors as it did in 2012 — but have also taken great strides to make sure people will see their ads by optimizing their design for maximum viewability.

おそらく最も重要なことは、モバイル広告(かつてのパッとしないクリエイティブフォーマットの荒れ地)が近年その足場を固めたことです。eMarketerは、2016年の広告費は、モバイルがデスクトップを上回ると予測しています。事実、デジタル投票に大きな影響を与えるのにこれほど良いチャンスはこれまでありませんでした。

Data-driven digital travels down the ballot

One of the biggest changes of this election cycle will be that local government candidates are going to start employing the same programmatic advertising techniques as brands.

While this technical expertise has previously been limited to big-time presidential and congressional campaigns, a number of smaller technology firms have cropped up over the past several years with the intention of making it easier for political organizations with small budgets to execute highly targeted online campaigns.

By tailoring advertising messages to precise audience segments, candidates will be able to have one-to-one conversations with their most important constituents — without blowing their entire campaign budgets.

Digital advertising offers the 2016 candidates a great opportunity to speak directly to the group of people who will decide their fate on election night. That’s why campaign strategists hoping for a victory party need to start thinking about how they will harness these tools to achieve that goal.

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