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By Anthony Loredo Mar 11 2020 Blog

How Centro Drives Political Campaigns

One guarantee with the U.S. elections in 2020 is that history won’t repeat itself—at least, not when it comes to digital advertising for the candidates and causes that Americans will vote for on November 3rd.

So much has changed since the last nationwide elections in 2016 and 2018. For political campaigns, Google has adjusted audience targeting features, Twitter has banned paid campaigns, ad exchanges have increased digital audio and CTV inventory, California has restricted the use of consumer data, and Facebook—well, maybe not everything has changed. Still, the fact remains that the opportunities available to political marketers have transformed over the past two years.

It’s imperative for campaigns to work with marketing partners who regularly navigate the political landscape, and who have deep experience driving winning outcomes. Because let’s face it: in November, you either win or you lose.

Centro’s Candidates and Causes (C&C) team is set apart by three factors: people, leadership, and tech. Read on for a brief introduction to all three!

The People:

Centro has one of the largest media buying teams in the U.S., ready to jump in on campaigns and able to leverage existing relationships with thousands of sites.

Our C&C team has cataloged battle-tested best practices of winning campaigns. In the 2018 mid-terms, 73% of campaigns we were a part of won their races. In 2016, 80% of our clients had winning outcomes.

We’ve also been at the forefront of political advertising in digital media since 2006. Our D.C. office has spent more than a decade working with teams of political ad experts, allowing for the separation of teams aligned with partisan work. Centro also staffs regional offices across the country with subject matter experts on digital advertising in the political arena.

The Leadership:

Centro’s C&C team is led by a tenured team of experts, including Vice President Grace Briscoe and National Director Jaime Vasil.

Since joining Centro over a dozen years ago, Grace has guided the company’s most important political advertising clients nationwide. She is a leading resource in the various marketing aspects of politics, providing insight to prominent news outlets such as Adweek, Bloomberg, CNBC, Fortune, The Daily Beast and more.

Jaime Vasil joined Centro’s D.C. office in 2011, with vast experience working with Centro in the public affairs realm as an advertising sales leader for The New Republic and for the The Atlantic. Over the past 9 years, she has overseen the growth of Centro’s D.C. team and its work with key advocacy and public affairs clients.

The Tech:

Our platform, Basis, is uniquely suited to the needs of political advertisers, and is the top user-rated cross-channel digital platform among political organizations. Basis is:

  • Proprietary: Because we own our platform, working with Centro eliminates a layer of fees, and offers greater control and transparency.
  • Omni-channel: Basis provides the ability to manage every form of digital media buy. This means not only programmatic, but also search, social, site direct, connected TV, audio, digital out-of-home, and more.
  • Holistic: Holistic analytics across all digital channels, for each placement and creative iteration, power actionable insights at a glance.
  • Transparent: Basis offers the most robust and transparent voter file data integrations, as well as industry leading geo-location targeting for political campaigns.

In every election cycle, there are a multitude of political and advocacy campaigns vying for attention from voters. Digital is a critical awareness and engagement channel for political campaigns, and there is a huge opportunity for these groups to leverage technology to their advantage in 2020.

Are you looking to explore digital marketing for your 2020 elections campaign? Connect with Centro to learn more.

 

Sources:
https://www.centro.net/blog/2018-midterm-adtech-mvps
https://www.centro.net/news/adweek-digital-media-2020-election-winner
https://www.centro.net/news/advertising-age-bloomberg-google-limits-political-ads-loophole
https://www.centro.net/news/cnbc-google-targeting-policies-political-ads
https://www.centro.net/news/fortune-google-twitter-facebook-political-ads
https://www.centro.net/news/thedailybeast-facebook-instagram-political-ads
https://www.centro.net/news/thedailybeast-facebook-instagram-political-ads
https://www.g2.com/categories/cross-channel-advertising?tab=highest_rated