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LTO Links
Issue #154 | June 21, 2019
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Political-News Sites Forge Ad Group to Compete With Facebook and Google
WSJ.com
"The Digital News Alliance brings together the Daily Caller and Washington Free Beacon conservative sites with the left-leaning Raw Story and AlterNet and the more centrist Mediaite and its sister site Law & Crime, the publishers announced Thursday. The alliance will offer marketers custom ad packages aimed at politically engaged readers, they said."
2020 candidates throw millions in ad dollars at a favorite punching bag: Facebook
WashingtonExaminer.com
"'It’s difficult for a candidate not to invest,' said Damon McCoy, an assistant professor of computer science and engineering at New York University. 'At a minimum, it’s a good fundraising tool. I think it would be detrimental to a campaign at this point to not at least do some fundraising on the platform.'"
Does Google not realize Beto O’Rourke is running for president?
QZ.com
"Google has been treating Beto’s campaign ads as if they weren’t political content, raising questions over whether Google is capable of keeping its already anemic promise of transparency for political ads."
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ABC Stations Helped Trump Build a Campaign Email List on His Birthday
TheDailyBeast.com
"Some of the network’s largest affiliates posted an identical piece of content on their websites promoting a 'birthday card' for President Donald Trump. The card is actually a petition website created by the Trump campaign and the Republican National Committee to harvest email addresses that can be used during the 2020 campaign."
Conversion Funnel Teardown: Elizabeth Warren
LearnTestOptimize.com
"Of the sites I’ve audited, ElizabethWarren.com has the most robust series of steps to drive supporters up the engagement ladder, but it’s hard to enter with the heavy-handed focus on donations, which is likely a symptom of the debate requirement."
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Andrew Yang, the 2020 long-shot candidate running on a universal basic income, explained
Vox.com
"If I had never heard of Andrew Yang before and you asked me, 'Who is the natural base for a candidate running on establishing a Legion of Builders and Destroyers?' I would say, 'Obviously, memelords on Reddit and 4chan.' And the prophecy has been fulfilled."
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In race to 2020, no podcast is too small for Dem candidates
Politico.com
"Podcasts, late-night programs and web shows are increasingly serving as off-ramps from the daily news churn, offering candidates opportunities for more freewheeling conversations and showing off their personalities or pop culture bonafides to a variety of audiences. And in a packed Democratic field, candidates are seizing every opportunity to reach a fragmented voting public that doesn’t always watch the evening news."
10 Video Tactics That Marketers Should Borrow From Media Companies
Contently.com
1. Create video you’d actually want to see
2. Make different cuts for different social platforms
8. Optimize for mobile and use closed captions
9. Stick to ideas that inspire strong emotions
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“Branding Guidelines for the Trump Presidential Campaign”: Inside the president’s remarkably conventional 2020 re-election effort.
WSJ.com
"The document, 'Branding Guidelines for the Trump Presidential Campaign,' covers design minutiae such as font size, spacing and authorized colors—'Trump Red' and 'Trump Blue' for logos, and 'Trump Gold' for special occasions. It specifies which images of Mr. Trump to use to convey compassion, which to show strength and, in the case of a photo of the president pointing into the camera, when to let donors know they need to boost contributions."
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2020 Contenders Are Subjecting Us to Mile-Long Subject Lines
OZY.com
"The mechanics of what gets something relegated to the Promotions tab are cloudy — conventional wisdom among email marketing guides tends more toward going short. But an analysis in April by search engine optimization firm Backlinko found that emails with longer subject lines have a 25 percent higher average response rate than those with short handles (although by their definition, “long” subject lines were 36 to 50 characters, not words)."
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The State of Email Engagement: When, Where, and How People Engage with Email
Litmus.com
"In the United States, the most popular reading time for email is in the morning. About 7% of all opens happen between 10 a.m. and 11 a.m.—and most of these opens happen on mobile devices...The average time spent reading an email increased to 13.4 seconds in 2018."
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Are the DNC’s Online Donor Requirements an Effective Strategy?
LearnTestOptimize.com
"It’s the rare sort of “requirement” that serves the interests of both parties. On one hand, the campaigns are forced to take digital seriously on their campaign, something Democrats have been concerned with for some time. And on the other hand, the party leveraging the enthusiasm for their two dozen candidates to build the party’s own email list and voter file."
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Election Rules Are an Obstacle to Cybersecurity of Presidential Campaigns
NYTimes.com
"The 2020 campaigns themselves are unlikely to have the expertise to track disinformation campaigns or to build sophisticated defenses needed to ward off hackers. In most cases, they cannot afford to pay outside experts market rates for such services, as required by federal election laws."
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The Next Frontier in Political Social Media: Facebook Groups
Nativ3.io
"I want to shake you violently, dear reader, if you’re running a campaign or a 501c3 or a 501c4 or a business and not developing a group strategy. You’re losing. You’re not thinking innovatively. And you are certainly not positioning yourself for digital victory based on what Facebook is blatantly telling you."
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Tech incubator funds 11 more left-leaning startups
Politico.com
"The fund plans to channel more than $10 million into its expanding roster of dozens of companies over the next two years, aimed at supporting up-and-coming campaign startups that will help the left compete against Republican data and digital resources. This year, each of the 11 new companies will get $100,000 in seed capital."
How You Should Make Technology Decisions for Your Campaign
BestPracticeDigital.com
"Campaigns are hard. Don’t make them more difficult by making expensive technology decisions that are hard to fix."
Nearly every American is on their phone or tablet while watching TV
QZ.com
"Using data from Nielsen, her slides also show that most TV watchers were doing what you might call “research” on these devices, with 71% looking up content related to the program they were watching, and 41% are messaging friends or family about what’s on their TV screen."
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Text Optimizer
TextOptimizer.com
Better rankings by optimizing the text on your website
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