Spot-on Spotlight

Politics Goes Hollywood

2011-04-11T00:30:48Z

Oh the drama! Watching the countdown to shutdown on every cable show and countless web sites last week made me wonder how far we have slipped into the realm of politics as entertainment. Was watching Congress come up with a budget agreement just another reality show for political junkies? That 11th hour save - just another plot twist? Was most of the action an act for the public or driven by true passion? What about the story behind the story?

In the Saturday New York Times, Rick Klein, the senior Washington editor for ABC's World News with Diane Sawyer is quoted saying the countdown clocks "satisfy a basic desire that we can bring politics down to crisp deadlines and hard numbers--stuff that's usually the realm of sportswriters." Too bad we don't have more elections to satisfy that basic need for winners and losers. Will we start to see fencing or wrestling matches between political candidates?

The last government shutdown was before the Internet age got underway so I also wondered last week about the impact Facebook, Twitter and old fashioned email had on the dialogue, fundraising, and outcome on Friday night. The videos on YouTube from politicians as well as from those who would suffer from a shutdown made it harder for the elected officials to completely ignore the possible ramifications of their actions or inaction.

The rise of political cable shows has also changed the landscape since the last government shutdown. Watching Jon Stewart react to the end of the Glenn Beck show last week really made me laugh because of the absurd way news, satire, and commentary have been woven together to tell the story of how our government is being run and who is really in charge.

I love good stories with interesting characters, plot twists, clever pacing, stimulating scenery and unexpected endings. Can't wait for the Return of the Budget Battle.

Listen to my weekly Tuesday noon Pacific webcast and podcast at Digital Politics Radio. This week my guests will be Chris Nolan, Spot-on, Amy Rubin, Strategic Productions, and Mark Davis, The Wrap, talking about political narratives.

Karen Jagoda is president, E-Voter Institute.

AAPC Wrap Up: New Spot-on Products

2011-03-14T15:56:59Z

It's almost Spring! No better time to tell you about the cool online products Spot-on has lined up for this and next year. We've got a new way to buy online ads for smaller campaigns, some cool Facebook apps and an iPhone app that we think you'll really like.

For municipal and local elections, our Virtual Slate Card saves campaigns money and extends their reach.

Banding together, individual candidates can buy more online than they could on their own and organizations, groups and parties get to show their support - and spread their message - in a targeted way across a county, state or city.

There are more details about this Pollie-Award winning innovation on our site.

We're also reminding folks about our Facebook app program for persuasion and influence campaigns. Unlike "pages", Facebook apps provide a great way to gather data about supporters - ages, email and other demographics. That information can also help target online ad buys when it's time to widen the scope of your efforts.

You can test our "Sample App' by clicking this link. Accept it, invite some friends to use it then send us a note. We'll give you a peek at the back-end data we've collected - yours included - and tell you how it can help your campaigns.

Our TrendSpotter iPhone app will had its first public beta test at this week's AAPC. Spot-on debuted the audience meter during the conferences closing general session featuring a discussion between four political insiders. Using TrendSpotter, members of the audience were able to indicate agreement or disagreement with what panelists were saying - as they were saying it. And since TrendSpotter offers real-time reporting of audience reacation, users cculd see what everyone else in the room was thinking - as they were thinking it.

You can see how TrendSpotter looks and performs by checking out the slideshow on our Facebook SampleApp. Just click on over.

For more on the app an other Spot-on Spring 2011 releases, listen to Spot-on founder Chris Nolan in conversation with eVoter Institute's Karen Jagoda. That interview is in two parts; here's one and here's the second.

Driven to Drink

2011-01-25T16:48:11Z

Just about every time Spot-on ventures out to a conference or confab about 21^st century American politics, we hear someone say online ads don't "really" change voter sentiment.

Since online doesn't "move the numbers" it's often seen as an "extra" for a well-funded campaign. Or worse: a waste of time and money.

That's when Team Spot-on starts thinking about the location of the nearest bar and its hours of operation.

You long-time readers will know there's growing evidence that online does affect voter sentiment. And since - with reason - no campaign is willing to entirely forsake television advertising for online, polling data can't accurately measure online ad performance separate from television.

But this is beside the point. One medium does not replace the other.

So let us take this opportunity to point you skeptics out there to some info collected this last cycle: Polling data from Global Strategies Group showing a lift in numbers for TV and online. Our own numbers showing a dramatic increase in site traffic during an online-only campaign in Los Angeles. And there's this round up from ClickZ on the search for a GRP for online.

There's also increasing frustration with the kinds of creative being developed for banners - one we share. This article in on the tech news site Mashable is a good overview. If you want the strictly political take, the NYTimes' Matt Bai took a few shots at the "Internet" president and wondered why Obama hasn't done a better job of engaging online.

For those of you more interested in numbers than art, let us suggest you check out the useful Google Analytics. This FREE online measurement tool can tell you what's bringing visitors to a website, what they do once they arrive and how long they stay. And in this off year, you've got lots of time to play around with it!

Analytics users have chimed in with their own take on what works and how some of Google metrics can be customized. One of the better how-to's on this topic, well worth a read comes from blogger and entrepreneur Om Malik. Google has a helpful blog on the subject as well.

Got A Privacy Policy?

2011-01-10T17:35:27Z

Whenever we run an online display ad campaign, Spot-on happily serves as our clients' first defense against the questions, queries and, well, sometimes silly demands that "standards and practices" makes on the ads we place.

Last election, we got a new query - one we don't think can be dismissed very easily. Online news outlets are increasingly asking that candidate and campaign sites have explicit privacy statements posted on the candidates or campaign website.

It's part of the increasing interest in online privacy. News outlets, large and small, are worried about the potential danger (and liability) of encouraging their readers to go to sites where their email addresses or other details might be collected and used for nefarious purposes.

Some of this is certainly lawyerly over-caution but the hue-and-cry over the use and misuse of information that sites can collect is simply too loud at this juncture for anyone on the web to ignore.

What to do? Make sure your campaign site has a privacy policy from Day One. It doesn't have to be complicated. One national news outlet was happy to provide us with appropriate wording that would pass muster with their policy mavens.

"ElectGreenGene.com respects your privacy and we are committed to keeping your personal information confidential. We do not sell or share your information with outside parties. You may always opt-out of receiving communications from us. If you don't want to receive future e-mail communications from ElectGreenGreen.com please email 'unsubcribe@electgreengene.com' and we'll remove you from our lists."

We'll write more about this issue in the year ahead. For more background on the privacy debate and how it's affecting political ad campaigns, you can have a look at some past blog posts.

- Online Ad Targeting: Now a Consumer Issue

- Politics and Privacy

Short attention span? We push most of this out on Twitter. Follow us!

Old school? Subscribe to our newsletter.

Holiday Guilty Pleasures

2010-12-28T01:12:56Z

Here at Spot-on world HQ we generally shy away from "shop" movies. No "West Wing" or "Wag the Dog". And campaign documentaries? Unless we know you, no thanks. We'll wait for the books.

But when Hollywood writes our sales pitches for us we make an exception.

A goofy little episode of TNT's goofy little series, "Leverage" made us laugh so we're passing it along for your winter storm-waiting couch lounging pleasure. If you're a Comcast subscriber you can watch it via Fancast.

In "The San Lorenzo Job" Timothy Hutton, a leader of a gang of thieves, plays a political consultant who needs to take the underdog candidate to victory. He wears a white suit throughout so, of course, he gets punched. But the look the little send-up provides of the use of online media has some savvy insights.

And, of course, you know what they say about life imitating art...

Along those same lines, we'll point you to this Xtranormal short "So You Want to be a Political Operative." Yet another reason to stay away from the shop shows.

Hope you had a happy holiday. Stay warm and dry this week.

Weekly Reads: Ads and Privacy Edition

2010-12-07T00:28:31Z

From our stack of virtual clippings, here's Spot-on's look back, look ahead and a bit of an update on the issue of online privacy and ad tracking from the past few weeks.

First up, Kate Kaye over a ClickZ has a run-down on 2010 Election trends. Campaigns spent more money online but they still didn't spend enough say Patrick, Andrew, Josh and all the others (we'll let you match the blind quotes to the names). There's also a nifty little display ad art gallery.

That's in contrast to predictions that have been rolling in pretty steadily since mid-November. Analysts and ad houses are predicting more movement to online. And least two firms think online now rivals newspapers or will soon surpass it in spending by brand advertisers. And, yes, we do have to ask. If it's good enough for Tiffany, Toyota and Toshiba, how come it's not good enough for politics? Over at Engaged, they're asking the same question using well-respected Morgan Stanley analyst Mary Meeker's data.

We've written a lot about online privacy and all the debates about what advertisers can and should do. In Washington, they're starting to hold hearings. This is the "educational" section of the Congressional debate where balloons are floated and popped. This month's offering is "do not track" listings (a little like "do not call)" and the White House has formed a committee, too. Always nice to see a crowd - which is gonna grow. The result: Campaigns should be sure and find out if vendors will co-operate with this proposed opt-out.

Along those same lines, we'd like to call your attention to a trend we've noticed with some news outlets: The need for privacy statements on candidates' and campaigns' destination websites. In other words, if you're CandidateGreenGene.com with a site set up to capture email and donations, you may be asked by an online publisher to include a privacy statement on that site before you ads can run. This isn't a big issue - not yet - but Spot-on's had more than one outlet call the need for such statements to our clients' attention. Expect this to hang around as long as government agencies continue to put pressure on advertisers and publishers.

Short attention span? Don't worry. We push most of this out on Twitter. So follow us!

Old school? We got a newsletter. Get a subscription today.

Whitman's Strategy

2010-11-17T17:38:15Z

She didn't win but Meg Whitman's online strategy was a sound one for candidates at all levels to follow as Kate Kaye explains in her ClickZ post today. The campaign spent a lot - roughly $3 million - but that was still only small percentage of the $100 million-plus Whitman spent on all ad efforts.

Here's Kaye's story.

The Whitman campaign followed most of the golden rules: Start early. Target and optimize your efforts. Don't just looking at political 'pages' for ads but at an overall online media strategy that combines smart use of targeting with media buying at the local level. We'd also point out the lack of emphasis on search-based advertising.

The only point we here at Spot-on would add: You don't need $3 million to do this. The strategy Whitman used can be scaled down to the local level very nicely. Feel free to ask us how.

Weeky Reads: Politics and Privacy

2010-11-09T00:40:15Z

This is what 20 years in the news business gets ya.

Earlier this year when the Wall Street Journal started its series on online privacy we suggested that campaigns' use of targeting services might come under scrutiny. A week or so ago - while we were all heads-down for 11/2 - the Wall Street Journal provided a bit more meat for that bone. In not one but two stories, the Journal looked at online targeting and its use by campaigns.

RapLeaf, a San Francisco company that's been aggressively courting the political community, found itself front and center in the WSJ's coverage. As did broader efforts associated with online services that require registration. This isn't on quite the same level as a look at campaign finance but, well, it's getting there and campaigns are smart to start thinking - and looking carefully - now about the way they use online targeting.

In a little footnote, Politics Magazine is carrying a Q&A today with Spot-on founder Chris Nolan. It's a discussion about local California races and what's happening - or not - online.

Enjoy.

All About Us

2010-10-02T21:09:35Z

Spot-on's been in the news lately so for you those of you stuck on conference calls of the non-crisis variety (as if....), here's a run-down of what we've been doing and saying.

- Chiming in on the discussion over gross rating points and how that metric can - or should - get translated to the web in this ClickZ article.

- Chatting with eVoter Institute (and sometimes Spotlight blogger Karen Jagoda) about that same metric - gross rating points - and the importance of local news sites. That radio interview has two parts; part one on news sites and their importance and part two on GOTV efforts and online ad placement.

- Seeing Cerrell Associate's use of Spot-on's virtual slate card in June profiled in the most recent issue of Campaigns & Elections magazine. Here's a pdf of the story, as well.

Crazy Works?!?

2010-09-27T22:35:51Z

What lessons can we learn from the convergence of the entertainment, news, political, and online worlds?

In the just released E-Voter Institute's report Social Networks Supercharge Politics: Turning Action into Votes in 2010, there is evidence that 61% of those who consider themselves at least somewhat politically active are social network members. The curious twist is that those who are not members of a social network are 28% more likely than social net members to identify as very politically active.

Is this pointing to an opportunity for social networks to find more ways to get those with occasional interests in politics more involved? Or do the truly passionate only respond to town hall meetings, rallies and marches finding the online world inadequate to express themselves?

Amongst this group of politically active it appears that one third are as likely to forward links as they are to attend an event. Clearly these are two different kinds of activities but which is easier for a campaign to conduct and promote and what is the return on investment in the efforts?

When we look at trend data it appears that in 2010 forwarding email and links dropped from 38% in 2009 though equal to what was reported in 2008 (28%). What gets forwarded? We all know the crazier the message or web video, the more likely it will be passed on. It is becoming harder to break through the clutter and while people still like to share links with their friends and family, getting their attention is increasingly challenging.

The E-Voter survey also indicated that dedicated voters (the most likely to vote in all elections) are visiting candidate web sites (55%), searching for candidate information (46%), and forwarding links to web video (35%).

With 32% of the E-Voter survey respondents reporting that cable television is among their top sources for news and current events, the line between news, commentary and entertainment becomes blurred.

First we had the Glenn Beck gathering in August in DC, and now we have the Rally to Restore Sanity and the March to Keep Fear Alive being brought to us by Jon Stewart and Stephen Colbert on October 30, the weekend before Election Day again in DC but also with remote gatherings.

In the echo chamber of the traditional media, announcements of these events were big news. Are these rallies and events in Washington a way for voters to express their concerns? A way to raise awareness about the need to vote? An opportunity to create colorful video that might go viral and promote the organizer? In this general election season what does it mean to be "teapartied"? A rally here, an interview there, dollars spread around from uncertain sources, and certainly a good dose of crazy to get attention and keep the tongues wagging.

What will get the most buzz online? Will those more likely to get politically involved online show up for a real world gathering being put on by an entertainer rather than a politician or will there be enough politicians on the program to confuse everyone? Who will watch the webcast? And just how crazy is it going to get?

It will be interesting to see how independent voters will be influenced by this. The E-Voter 2010 survey indicates that 61% of independents donated to a campaign because they wanted to help the candidate or cause reach a target fund raising goal. I predict that if the tea party candidates can make their campaign the kind of competition Independents understand, they will garner support. The question is does that action turn into votes?

We did have a chance to see crazy up close last Friday when Stephen Colbert appeared before the House Judiciary Committee's sub committee on immigration. Delivering his testimony mostly in character confused the members of Congress, reporters, and cable news talking heads but it did accomplish the goal of at least calling more attention to the plight of immigrant farm workers. Or depending on your point of view, was an inappropriate place for the Colbert brand of truthiness.

The jury is still out on whether crazy will work on Election Day.

---

Read the E-Voter Report Social Networks Supercharge Politics: Turning Action Into Votes in 2010. Find the Executive Summary and link to the full report on the E-Voter Institute site. Register for the Webinar on September 29.

Editor's Note: Karen Jagoda is president and co-founder of eVoter Institute and the host of the weekly podcast, Digital Politics every Thursday on wsRadio.

This Week's Back To School Reads

2010-09-14T17:44:22Z

This week's selection, in honor of the official start of the "in earnest" campaign season, highlights the work of Spot-on pal Kate Kaye over at ClickZ. Kate's got the franchise on covering online and politics so if you're not checking out her work regularly, you're missing out.

Here's a write-up of the increasingly more important Chris Kelly campaign study.

You can get a pdf of the study right here.

Also, if you're in New York next week, the Personal Democracy Forum's holding an event to discuss the results. Details for that evening are over at PDF's site.

Before you go - or even if you stay home, you might want to check out experienced tech journalist Lee Gomes has a few observations about entertainment marketing and paid advertising. Best used in concert, he says, which makes sense to us. And we're pretty sure he hasn't seen the Kelly study results.

Also, important, the below-the-fold stuff in this New York Times piece about the new Google search. The "psychic" aspect of New Google is great if you're running for president. But down-ballot candidates may now have an even harder time catching audience attention online. And prices for popular search phrases are certainly headed up.

This Week's Reads

2010-08-10T12:50:52Z

Here's a collection of analysis and stories making the round about politics, campaigns and online advertising. We send these out during the week via Twitter so some of this might be familiar. But since The Twitter, ain't for everybody, here's a handy dandy round up.

- Check out Engage co-founder Patrick Ruffini's post "The New Media Mix" on an online equivalent for television's Gross Rating Points. There's some more work to be done here but Ruffini's got some smart insights. And there are lots of numbers!

- AdAge chronicles online spending and put its at $4 million this year. There are some good insights here for those of you thinking about your first online campaign.

- The Wall Street Journal's report on Target and how its backing a political effort back-fired. This is a cautionary tale for anyone who thinks that corporate spending in politics is manna from heaven.

- Back to the WSJ again for its "What they Know" series on ad targeting. This practice, used by most brand advertisers is controversial for many of the reasons the Journal spells out co clearly. That can - in the wrong hands - go double for political ads. We here at Spot-on think this makes targeting a consumer issue.

- Particularly when you combine it with growing concerns about what Facebook knows about you and what it does with that info. Alternet takes a look at that.

You can get all these insights and more in a variety of formats. You can follow us on Twitter or 'like' us on Facebook. Subscribe to our newsletter. Or get the Spotlight RSS feed.

Digital Politics: Talking Slate Cards

2010-08-06T16:41:28Z

We can't say enough about our virtual slate cards and eVoter Institute's Karen Jagoda was kind enough to help us out earlier this week.

Spot-on founder Chris Nolan appeared on Karen's Digital Politics podcast to talk about the slate card's versatility and its use in down-ballot races. You can listen here and here.

If you'd care to skip the audio part of the program, a brief run-down on our how virtual slate card works - and works well - is here.

Online Ad Targeting: Now A Consumer Issue

2010-07-31T20:15:03Z

Here at Spot-on we've always been a little leery of online ad targeting.

In the online political space, targeting - using computer code to personalize advertising as a reader moves around the web - can backfire, especially when sensitive topics make in onto ballots or take center stage in campaigns. People might not mind putting a check in the mail but they sure do mind being "followed" on the web. Add to that the fact that Internet use is heaviest at the office, and, well, you can see why questions about privacy can't be dismissed.

That's why this week's Wall Street Journal series on online privacy is so important. It details - with plain language and easy-to-understand graphics - how targeting works. And it talks with intelligence and political sense about how ad data is collected and how it's used.

This won't be the last of these stories; it's just the 1st. Other outlets will pile on. Which means online ad targeting - pretty much the nerdy purview of the Federal Trade Commission and Congressional subcommittees - is now a consumer issue. You can count on more and more discussions - not to mention questions from clients - along with grandstanding and camera-hogging.

Why is this important for political media? It's been very easy for some of these firms to market targeting as a well-used and familiar tool because it can look like the targeting used in direct mail. That's probably going to change as companies amend their practices to conform to regulatory pressure. That's the good news.

The bad news? Aggressive online targeting is a potential campaign issue - just like voting history or financial holdings. That's the main reason Spot-on urges clients to use targeting carefully, especially for the hot-button issues that bring voters to the polls.

Editor's Note: Chris Nolan is Spot-on's founder. In another life she covered Congress and the regulation of the telecom business for Washington-based trade magazines.

Really, Online Works

2010-07-28T00:17:26Z

Following up on our post from a few weeks ago talking about how online ads and do drive traffic to campaign websites - even when the buy isn't very large - we have this study from the folks at Global Strategies Group (in concert with Google and Centro, the Chicago-based media house).

Bottom-line: Online ads impress voters. GSG, which bought for Chris Kelly, a candidate for attorney general, in the Democratic primary surveyed voters who had seen online ads and those who just saw TV. Voters who saw both, had a more favorable impression of Kelly than those who didn't.

You can check it out for yourself: GSG-Ad_Effectiveness_CaseStudy.pdf