The U.S. elections this year are forecast to set a record for media spending as the country’s two major political parties seek to influence voters such as independents who aren’t sure how they’ll cast their ballots. Reaching this slim part of the electorate on a variety of media outlets is critical, especially in the weeks since the incumbent president withdrew from the race.
“As we’ve seen the last few weeks, really monumental change can upend the race from both the top of the ticket, but all the way down the ballot,” Don Simons, executive vice president of sales at market research and analytics firm Dynata, said in this interview with Lisa Granatstein, editorial director of Beet.TV.
“Being able to pivot to that is really important,” Simons said. “When you think about multiscreen, multitouch measurement, looking at what have we seen that’s effective — being able to do that quickly and able to do that at the local level is really critical.”
Dynata has a brand-lift measurement tool and a collaboration with Comcast’s EffecTV ad-sales division to help campaigns to reach voters at the local level.
“Our partnership with EffecTV allows us to have local level advertising, actual data, which is superior to claimed data,” Simons said, “and with that married with our survey information, allows us to get at what’s resonating with voters in a very fast way that allows campaigns to be optimized on the fly.”
You’re watching “Road to the Election 2024,” a Beet.TV Leadership Series, presented by Effectv. For more videos from this series, please visit this page.
