Tuesday, May 19, 2015

GOP Hopefuls Face Online Ad Space Sell-outs

Even before all the Republican presidential hopefuls can enter the 2016 race, the hottest online ad inventory is selling out, especially for the New Hampshire and Iowa primaries, reports the National Journal. There were digital-ad shortages ahead of the 2012 and 2014 elections, too, but not so far in advance, note political pros and online sellers like Google. But, with the summer of 2015 still ahead, winter 2016 ad inventory is booking up in this presidential race. The ads that are selling out the fastest are those that automatically play on Hulu, YouTube and other Internet-based videos that users can't skip. With a field of nearly 20 GOP candidates, and super PAC money, the ad crunch is not surprising, and Peter Pasi, now vice president of political sales at Collective and a former GOP digital ad strategist, predicts "a huge shortfall." The ad space that will be available for late arrivals includes Facebook, which sells video ads at auction, so campaigns can't lock them up in advance, and YouTube's skippable ads, which are also sold at auction. But political strategists advise conservative campaigns to grab prime ad real estate early, especially since there is little penalty for pre-buying; most ad reservations can be cancelled later at no cost or for a small fee. Perhaps just as important, campaigns are urged to use more sophisticated data targeting than in the past to make the most of scarce ad inventory, avoiding wasted dollars by serving ads only to likely caucus-goers or primary voters. "It's BYOD--bring your own data--if you will," remarks Kenny Day, head of political-advocacy sales for Yahoo. For the full story, read http://www.nationaljournal.com/2016-elections/websites-are-already-selling-out-of-ad-inventory-for-2016-20150512

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