• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
  • Shop
  • Jobs Board
Campaigns & Elections logo

Campaigns & Elections

  • Subscribe
  • My Account
  • Facebook
  • Twitter
  • LinkedIn
  • Articles
    • Industry News
    • CampaignTech
    • Creative
  • Videos
  • Buyer’s Guide
  • Reports
  • Expert Database
  • Events
  • Awards
    • Reed Awards
    • CampaignTech Awards
    • Rising Stars
  • Consultant Directory
  • Become a Member
  • Shop
  • Job Board
  • Subscribe
  • My Account
  • Facebook
  • Twitter
  • LinkedIn

Creative Insights: Buying Challenges, Finding Underexposed Voters, and Constructing the Right Media Mix

In a recent chat with Adam Wise, National Media’s VP of client strategy, we talked about constructing a media mix with the right goals in mind.

One of the biggest mistakes Republican media strategist Adam Wise sees advertisers make when building a media mix: confusing efficiency with effectiveness.  

“There’s a big focus on ‘how do I be efficient with media spend,’ but really the question is effective,” Wise, told C&E. The VP of client strategy at National Media warned advertisers to not get so bogged down with finding efficiencies with your spend that you forget that all important metric: reach.  

As for ad platforms for the midterm cycle, Wise said both linear TV and CTV will play major roles this year. But it’s really about employing an “all of the above” approach when it comes to content platforms that can reach voters given that fragmentation has never been greater. 

“Comcast did a study of about a year and a half ago that I really like that said it would take a voter watching TV all day, all year round to watch [something like] 80 percent of scripted content that was produced. And that wasn’t factoring in sports and news,” said Wise. “So when you think about that plus you have multiple platforms to access the same content and then you have multiple people selling the same impressions from different vantage points, we’ve never lived in a more fragmented environment for media consumption. And really we have to use all of the above to reach people.”

We also spoke with Wise about identifying and messaging to underexposed voters and finding more effective ways to target. Watch the full highlights of our conversation above. 

Share:
FacebookTweetLinkedIn
Filed Under:
Digital Advertising, Media Buying, OTT, Television

Primary Sidebar

01/13/2022 03:54 PM EST
FacebookTweetLinkedIn

C&E Creative Summit 2023 Countdown:

Get Tickets

Most Read

  • Digital Organizing

    How Digital Can Help Thread the Needle in Virginia

  • Sponsored

    Combine Digital Advertising With Direct Mail, The SMART Way

  • Sponsored

    Political Comms Is The Premium Peer-To-Peer Texting Platform

Subscribe for Industry News Plus the Latest in Campaign Strategy & Tactics

Hidden
This field is for validation purposes and should be left unchanged.

Related Articles

See More Digital Advertising Articles
Close up of person working on laptop.
Data Privacy and Targeting

Call Your Lawyer or Call Your Consultant? Rise Of Data Privacy Laws Will Cause Headaches For Campaigns

Social media app icons on an iPhone screen
Influencer Engagement

How One Dem Firm Tapped Influencers To Help Sway Wisconsin’s Supreme Court Election

Close up of hands typing on laptop.
Artificial Intelligence

AI and Political Campaigns: Let’s Get Real

Become a member and get access to exclusive content.

Join Today

Footer

Upcoming Events

  • September 21

    Campaigns & Elections Creative Summit

Subscribe To Our Newsletter

For the latest in campaign strategy & tactics plus industry news and analysis, subscribe for free today.

"*" indicates required fields

This field is for validation purposes and should be left unchanged.

Follow us

Follow Campaign and Elections for more daily content.

  • Facebook
  • LinkedIn
  • Twitter
  • About
  • Privacy Policy
  • Terms & Conditions
  • Contact

Copyright © 2023 Political World Communications, LLC

Advertisement

Subscribe for Industry News Plus the Latest in Campaign Strategy & Tactics

Hidden
This field is for validation purposes and should be left unchanged.