Political Advertising Summit

Nov 17 - 18, 2015 / Fairmont Washington, D.C., Georgetown

Connecting Political Campaign Buyers & Digital Media Sellers

An event designed by political campaign operatives for discovery of new and innovative digital solutions to efficiently reach and activate voters

Analysts expect that over $12 billion of advertising will be spent across more than 30,000 local, regional, state and national political contests in 2016. Fueled by PACs and Super PACs, now allowed to spend on behalf of candidates, the presidential race alone is expected to draw over $5 billion in ad spending. The issues and candidates are lining up and ready to run some hotly contested political campaigns in the coming year.

The difference between winning and loosing campaigns will very much hinge on the strategies the campaign operatives apply to activate the vote. TV continues to win the largest share of budgets for political campaigns, but that is changing fast. The Obama campaigns demonstrated the value of efficiently leveraging digital media. In fact, many feel that was the difference in both the 2012 and 2008 presidential campaigns. This year, political operatives across the board are looking for new ways to leverage and harness the power of digital media, social channels, mobile marketing and big data to drive results for their candidates.

With so little time and so many options to explore, this event has been designed to bring together digital media solution providers with campaign marketers to explore and discover digital tools that might just make the difference in their campaigns.

Limited to just 60 digital media sellers, the Political Advertising Summit is being designed by an advisory group of political buyers that will allow them to discover and evaluate digital media solutions. The content will be a mix of panel discussions, presentations and roundtable conversations all targeted to inform and equip the political media strategist for success in 2016.

- The Venue -

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8:00 am - 8:30 am Ballroom I Foyer

Registration

9:30 am - 10:30 am

Overview of Buying & Selling Landscape for 2016

2008 and 2012 saw the emergence of data and technology as drivers of an entirely new way of political campaigning. 2016 will see the explosion. We’ll cover the landscape from both the ad buyer and seller perspectives layering in the maze of technology and capabilities as well as techniques shaping the entire process.

10:30 am - 10:45 am

Solutions Rapid Fire

Four digital media providers will each present 2-minute solutions that showcase innovation in products and services that will drive campaign results.

10:45 am - 11:00 am

Networking Break

11:00 am - 12:00 pm

Programmatic Case Study

Buying digital ads “programmatically” is almost an overused buzzword in commercial advertising but just coming to the fore in the political arena. As a crowded national field squeezes out all the remaining broadcast inventory, efficiently buying digital channels, including “programmatic TV” becomes even more critical. We’ll look at a case study of a recent programmatic political ad buy discussing how it was conceived, planned and executed. We’ll focus on how voter targeting plays a unique role in the programmatic process.

1:00 pm - 1:15 pm

Transition Break

1:15 pm - 2:15 pm

Cross Channel Campaign Strategies

Voters don’t think of themselves as having “channels” as they were traditionally thought of by media buyers and sellers alike. Lack of coordination between voters’ devices and the places they choose to consume content can spell disaster for a marketing campaign. Some sellers offer cross channel capabilities while others are deeply specialized. How do you navigate and execute in this environment?

2:15 pm - 2:30 pm

Solutions Rapid Fire

Four digital media providers will each present 2-minute solutions that showcase innovation in products and services that will drive campaign results.

2:30 pm - 3:30 pm

Mobile Strategies & Execution

The smartphone will be home to display ads, phone bank efforts, video ads, email campaigns and in many cases, the only device used for web browsing and campaign donations. So what does a mobile strategy even look like? How do you integrate some of these efforts? How do you target in a world without cookies? We’ll cover all this and more from the buyer as well as seller perspectives.

3:30 pm - 3:45 pm

Solutions Rapid Fire

Four digital media providers will each present 2-minute solutions that showcase innovation in products and services that will drive campaign results.

3:45 pm - 4:00 pm

Networking Break

4:00 pm - 5:00 pm

Hard to Reach Targets: Strategies & Options

What do you do when you want to reach a very specific group of people? What if that group isn’t very large but very important to your campaign? How do you effectively reach and engage them with your message without breaking the bank?

5:00 pm - 6:30 pm

Cocktail Reception

8:30 am - 12:00 pm

Wednesday Morning Sellers-Only Workshop

While the first full day of the VMA Political Advertising Summit will be a shared experience for leading agency political buyers and key sales executives, the next morning it’s all about you, the political ad seller. In this unique closed-door workshop environment, you’ll learn -- from experts and from your peers -- “How to Connect and Resonate with Political Campaign Buyers.”

If you’re counting on earning your share of the record campaign spending that will happen between now and Election Day 2016 – less than 12 months away – you can’t afford to miss the VMA Political Advertising Summit and our special Sellers-Only Workshop.

8:30 am - 9:00 am

Coffee, Light Breakfast and Networking

9:00 am - 9:30 am

What We Heard and What It Means

Workshop host and Upstream Group CEO Doug Weaver serves up the key sound bites and analysis on the most actionable insights from the Tuesday buyer/seller session. What are the buying signals, objections and strategic shortcuts that are now at our disposal as we pursue 2016 political ad dollars?

9:30 am - 9:45 am

Breakout Discussion 1

9:45 am - 10:30 am

Selling with Political Data: Shortcuts and Dead Ends

The use of data in political ad campaigns is just plain different…a fact some sellers realize too late. Acxiom Group VP and political veteran John Bowen and Government and Political Senior AE Joel Neubert will help sellers understand what data can and can’t do for different kinds of political ad sales, and help them make the best possible strategic data decisions for the coming campaign season.

10:30 am - 10:45 am

Breakout Discussion 2

10:45 am - 11:30 am

Alive and Well and Digital in D.C.

While many of us are riding the wave of digital political spending, Facebook’s Head of Industry for Politics and Government Eric Laurence paddled out to meet that wave several years ago. In this candid conversation and Q/A, he shares what it’s been like to serve political buyers and build a team and a pipeline in Washington.

11:30 am - 11:45 am

Breakout Discussion 3

11:45 am - 12:00 pm

Closing Recommendations & Final Word

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Fairmont Washington, D.C., Georgetown

2401 M Street, NW
Washington D.C. 20037

A Sunlit Urban Oasis

Located in Washington’s fashionable West End and adjacent to historic Georgetown, Fairmont Washington, D.C. welcomes guests in capital style. The Fairmont Washington, D.C., Georgetown is considered one of the premier luxury hotels in Washington, offering unsurpassed service and amenities for discerning travelers. The Fairmont Washington, D.C., Georgetown is the hotel of choice for visiting heads of state and other dignitaries.

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