Advertising in the 2008 Election

Apr 10, 2009

Interactive Advertising Bureau | Public Policy

Panelists talked about changes in advertising during the 2008 elections. A large percentage of advertising in 2008 was done online, including local media sites. Also, for the first time political online advertisers successfully used behavioral advertising. However, Congress and regulatory agencies are studying placing restrictions on this type of .. Read More
Panelists talked about changes in advertising during the 2008 elections. A large percentage of advertising in 2008 was done online, including local media sites. Also, for the first time political online advertisers successfully used behavioral advertising. However, Congress and regulatory agencies are studying placing restrictions on this type of advertising. "Political Behavioral Advertising in the 2008 Election: Politics Will Never Be the Same Again" was an event at the Public Policy Office of the Interactive Advertising Bureau.

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TRANSCRIPT

TIME SPEAKER TEXT
00:00:04 Unidentified Speaker IN 1979, AMERICANS CREATED C-SPAN -- AMERICA'S CABLE COMPANIES CREATED C-SPAN AS A PUBLIC SERVICE....
00:01:11 Unidentified Speaker WELL, THANK YOU FOR BEING HERE EVERYONE ON A HOLIDAY. WE REPRESENT THE LARGE AND SMALL PUBLISHERS....
00:02:47 Unidentified Speaker DOES THAT PUT ME ON THE OFFENSIVE?
00:02:52 Unidentified Speaker I DON'T THINK THAT'S TRUE. BUT SHE'S WRITTEN SUCH BOOKS AS "SAYS NO TO SPYWARE BUT ALSO LIKES FLUFFY...
00:03:23 Unidentified Speaker I CAN APPRECIATE THAT DIFFERENCE.
00:03:25 Unidentified Speaker THOSE ARE TWO OF HER HEADLINES.
00:03:29 Unidentified Speaker THE SECOND ONE IS MUCH MORE SERIOUS.
00:03:30 Unidentified Speaker THE MESSAGE WAS SERIOUS.
00:03:31 Unidentified Speaker YES.
00:03:34 Unidentified Speaker BUT IN ALL SERIOUSNESS, KATE IS ONE OF THE LEADING REPORTERS, JOURNALISTS, INVESTIGATIVE REPORTERS...
00:05:29 Unidentified Speaker I ACTUALLY WAS COVERING THE CAMPAIGNS AS EARLY AS 2007, BUT THE CAMPAIGN 2008 SECTION WAS CREATED...
00:06:08 Unidentified Speaker WHO WERE YOUR MAIN SOURCES? I KNOW YOU WORKED WITH THE PRESIDENTIAL CAMPAIGNS, BUT YOU WENT BEYOND...
00:06:16 Unidentified Speaker WELL, THE BULK OF THE BOOK WAS CREATED THROUGH ALL THE REPORTING THAT I DID OVER, YOU KNOW, THE PAST...
00:07:52 Unidentified Speaker THAT'S GREAT, THOUGH, YOU HAD THE SORT OF THE COMPREHENSIVE VIEWPOINT WHERE FROM MY VIEW PERSPECTIVE,...
00:08:29 Unidentified Speaker THE CAMPAIGNS HAD REALLY PEOPLE IN HOUSE, THE OBAMA CAMPAIGN HAD PEOPLE IN HOUSE, PRETTY MUCH, REALLY,...
00:09:04 Unidentified Speaker I WANT TO JUMP TO ONE OF YOUR CONCLUSIONS WHICH IS REALLY ONE OF YOUR OPENING PREMISES, WHICH IS THAT...
00:09:25 Unidentified Speaker SURE. I THINK THROUGHOUT THE YEARS I'VE BEEN COVERING THIS SPACE, YOU KNOW, WHEN THE PRESIDENTIAL...
00:10:59 Unidentified Speaker ONE MORE STEP IN THE POLITICAL ARENA. DOES THAT MEAN JOHN MCCAIN IS THE FATHER OF ONLINE POLITICAL...
00:11:10 Unidentified Speaker HE DID IT. HE'S, UNFORTUNATELY, THROUGHOUT HIS 2008 CAMPAIGN AND THE WAY THE MAINSTREAM MEDIA COVERED...
00:12:33 Unidentified Speaker THE VICTORS GET TO WRITE THE HAD ISTRI BOOKS. IF YOU DON'T WIN, PEOPLE DON'T REMEMBER YOUR SUCCESS...
00:13:05 Unidentified Speaker WELL, YOU KNOW, DEFINITELY, I WOULD SAY 98% TO 99% OF WHAT THEY DID WAS ONLINE ADVERTISING WAS FOR...
00:14:55 Unidentified Speaker I NOTICED THAT A WEEK BEFORE THE PRIMARY ELECTION, THEY WERE VERY INTERACTIVE, CLICK HERE, FIND YOUR...
00:15:22 Unidentified Speaker AD NETWORKS IS REALLY -- I THINK THAT THAT'S THE ONE -- ONE OF THE KEY COMPONENTS OF WHAT HAPPENED...
00:17:34 Unidentified Speaker AND NOT ALL THAT NEW IN OUR
00:17:35 Unidentified Speaker RIGHT.
00:17:37 Unidentified Speaker CERTAINLY WE'VE BEEN THE FACT OF 85% OF ONLINE ADS ARE ACTUALLY DISPLAYED OR DELIVERED VILLA AD NETH...
00:18:45 Unidentified Speaker EVEN THEY BELIEVE IT WAS A HUGE SURPRISE TO PEOPLE THAT -- ONE OF THE PEOPLE CLOSE TO THE CAMPAIGN...
00:21:52 Unidentified Speaker LITERALLY HUNDREDS OF THOUSANDS OF WEB SITES.
00:21:55 Unidentified Speaker THEY CLAIM TO REACH OVER 80% OF THE WEB POPULATION WITH THESE WEB SITES. SO THE UNDERSTANDING IS,...
00:22:52 Unidentified Speaker AND GETTING PEOPLE TO GO TO
00:22:54 Unidentified Speaker RIGHT.
00:22:58 Unidentified Speaker YOU TALKED ABOUT ROI AND THE FACT THAT YOU ARE PAYING PER CLICK OR PER ACTION, AND EVERY TIME -- YOU...
00:23:43 Unidentified Speaker YEAH, AND I IMAGINE THAT FOR A LOT OF NONPROFITS, A MILLION IS WAY OUT EVER THEIR BEARK, BUT -- BALLPARK,...
00:24:57 Unidentified Speaker THE DIFFERENCE BETWEEN ONLINE AND TRADITIONAL MEDIA IS THE ABILITY TO GET THE RELEVANCEY OF THE AD,...
00:26:12 Unidentified Speaker WE'RE GOING TO TALK ABOUT THE USE OF ONLINE ADVERTISING FOR POLITICAL AND NONPROFITS, TREE ASSOCIATIONS,...
00:26:31 Unidentified Speaker CAMPAIGN GRID IS AN ORGANIZATION THAT -- AN ONLINE AD NETWORK THAT SERVES CANDIDATES AND CAUSES. ...
00:27:35 Unidentified Speaker AND TO JEFF'S LEFT IS EMILY WILLIAMS. KIND OF A WELL KNOWN FIRM HERE IN D.C., SPECIALIZING IN DIRECT...
00:27:59 Unidentified Speaker NICE TO BE HERE.
00:28:07 Unidentified Speaker AND COLIN DELANEY RUNS AN -- RUNS A SITE. TONS OF REALLY PRACTICAL AND A WILL THE OF TIMES HUMOROUS...
00:28:23 Unidentified Speaker I'M RUNNING POLITICS NOW? I GUESS I'M THE KING OF ONLINE POLITICS? IS THAT HOW IT WORKS?
00:28:28 Unidentified Speaker I SAID FUNNY?
00:28:29 Unidentified Speaker I DON'T KNOW IF I HIT THE MARK ON THAT ONE.
00:28:39 Unidentified Speaker OK. I THOUGHT THE FIRST QUESTION FOR THE PANELISTS THAT MAKES SENSE, IS IT NECESSARY FOR ANY ONE OF...
00:28:57 Unidentified Speaker I THINK SO. AND I THINK THE MOST IMPORTANT REASON WHY, IS YOU GET INCREDIBLE AN LITICS YOU CAN USE...
00:30:10 Unidentified Speaker EMILY, WHAT DO YOU THINK?
00:30:12 Unidentified Speaker I DON'T THINK YOU HAVE TO SPEND MONEY ONLINE JUST FOR THE SAKE OF IT. I THINK THE IDEA IS TO UNDERSTAND...
00:30:52 Unidentified Speaker I AGREE WITH EMILY. OBVIOUSLY THERE ARE ALMOST ALWAYS SOME WAYS IN WHICH ONLINE COMMUNICATION CAN...
00:32:01 Unidentified Speaker EITHER ONE OF YOU GUYS WANT TO --
00:32:04 Unidentified Speaker I'LL TAKE A SHOT. GOOGLE HAS A PROGRAM WHERE A QUALIFIED 5123, THE ONLY ACKSEPPINGSES ARE POLITICAL...
00:33:04 Unidentified Speaker I DON'T KNOW IF THERE IS ANYTHING ELSE TO SAY ABOUT GOOGLE GRANTS RIGHT NOW. I'D LOVE TO KNOW HOW...
00:33:14 Unidentified Speaker FROM WHAT THEY HAVE REPORTED, IN FIVE YEARS THEY SAY THEY HAVE GIVEN AWAY $350 MILLION IN CLICKS,...
00:33:32 Unidentified Speaker SO I'M WONDERING IF YOU GUYS WOULD -- LET'S ASSUME THAT EVEN AN ENTITY WHERE YOU SAY, YOU KNOW, GUYS...
00:33:49 Unidentified Speaker ALMOST ALWAYS. THERE ARE THOSE CASES WHERE YOU ARE TRYING TO FLY UNDER THE RADAR, BUT WE WOULD NEVER...
00:34:49 Unidentified Speaker I HAVE A LITTLE DIFFERENT VIEW. IN THE ORGANIZATIONS WE WORK WITH, THE ADVERTISING WE DO DRIVES 90%...
00:35:31 Unidentified Speaker YOU THINK THEY HAVE TO WORK IN TANDEM. YOU WOULDN'T SAY, YEAH, BUILD THE SITE, THAT'S THE THING YOU...
00:35:48 Unidentified Speaker THEN YOU HAVE TO TEM PEOPLE HOW TO FIND YOUR -- TELL PEOPLE HOW TO FIND YOUR SITE, AND RON PAUL D...
00:36:16 Unidentified Speaker WHEN CAMPAIGNS ARE DOING THE ONLINE AD SPENDING THING, DO YOU HAVE A GENERAL KIND OF, YOU REALLY NEED...
00:36:34 Unidentified Speaker I THINK IT IS THE LADDER. I THINK IT IS BASED ON WHAT YOUR PRIORITIES ARE. I THINK IN THE POLITICAL...
00:37:32 Unidentified Speaker WHAT DO YOU THINK L, EMILY?
00:37:33 Unidentified Speaker I WOULD AGREE WITH THAT. IN MY EXPERIENCE IT HAS BEEN WE'LL SPEND WHATEVER YOU HAVE TO ALLOCATE TO...
00:38:16 Unidentified Speaker JUST THINK OF THE TIMING OF THE CAMPAIGN. ONLINE ADVERTISING TENDS TO BE -- NOT ATTRITIONAL, BUT IT...
00:38:59 Unidentified Speaker CPM IS "COST PER THOUSAND," AND IT IS SOMETHING THAT HAS BEEN USED FOR YEARS AND YEARS, AND PERFORMANCE-BASED...
00:39:52 Unidentified Speaker I GUESS THE QUESTION IS WHAT ARE YOUR OBJECTIVES AS AN ORGANIZATION AND WHERE YOU ARE IN THE CYCLE....
00:40:51 Unidentified Speaker I WOULD AGREE THAT ANY CAMPAIGN, YOU WANT TO UNDERSTAND WHAT DO WE WANT TO GET OUT OF THIS, HOW ARE...
00:41:27 Unidentified Speaker AND YOU CAN EVEN BREAK IT DOWN FURTHER FOR THAT. FOR INSTANCE, I TEND TO THINK OF JUST BECAUSE OF...
00:42:11 Unidentified Speaker I THOUGHT WE WOULD FOCUS ON A FORM OF TARGETING THAT IS SPRETH PRETTY PERVASIVE. IT HAS BECOME SOMETHING...
00:44:25 Unidentified Speaker I THINK THE REMARKETING PIECE IS A NICE PLACE TO START. IF SOMEONE HAS BEEN TO YOUR WEB SITE, THEY...
00:45:19 Unidentified Speaker TWO POINTS OF VIEW. I MEAB MEAN, JUST THINK -- I CAN SEE IT IN THE COMMERCIAL WORD, BECAUSE SO OFTEN...
00:46:37 Unidentified Speaker THE PRIVACY QUESTIONS ARE ALWAYS THE FOLLOW-UP WITH THIS SORT OF THING. I GUESS WITH THAT SORT OF...
00:47:04 Unidentified Speaker IT IS CLASSIC TEST, HOW IS THAT GOING TO LOOK ON THE COVER OF THE "THE NEW YORK TIMES"?
00:47:09 Unidentified Speaker I GUESS THAT'S SOMETHING EVERY CANDIDATE HAS TO WEIGH.
00:47:23 Unidentified Speaker JUST TO ASK THE THREE OF YOU, IF YOU ARE A CONGRESSMAN AND IN THE WORLD OF WHERE WE LIVE, COMPARABLES...
00:48:08 Unidentified Speaker THAT IS DEFINITELY SOMETHING THAT WOULD SHUT PEOPLE UP.
00:48:12 Unidentified Speaker THERE IS A VALID WAY TO MAKE IT GO AWAY.
00:48:16 Unidentified Speaker ONE OF THE THINGS WE HEARD ABOUT IN THE PRESIDENT'S CAMPAIGN WAS HAVING THIS INTERGRATED CAMPAIGN....
00:49:10 Unidentified Speaker MY VIEW IS WHETHER THE ANALITICS BECAME THE COMMUNITY DATA THAT WAS SHARED. WE MADE AN EFFORT TO GET...
00:49:25 Unidentified Speaker SOME CAMPAIGNS YOU WORKED WITH THAT WEREN'T INTERESTED IN THAT?
00:49:28 Unidentified Speaker YES. AND MY IMPRESSION OF WHAT HAPPENED IN THE MCCAIN CAMPAIGN IS THAT HAPPENED VERY WELL, BUT IT...
00:49:45 Unidentified Speaker I THINK WERE PEOPLE DOING THE ONLINE STUFF AND THE PEOPLE DOING OTHER THINGS WERE SAYING, EH, GO DO...
00:49:58 Unidentified Speaker WHAT YOU WERE ALLUDING TO ONLINE IS NOT A STRATEGY IN AND OF ITSELF. ONE OF THE THINGS I THINK IS...
00:50:48 Unidentified Speaker ONLINE AND OFF LINE CAN EXIST WELL TOGETHER, BUT ONE OF THOSE AWE HUH -- AH-HA MOMENTS WAS WHEN I...
00:51:11 Unidentified Speaker ERIC FRENCH.
00:51:13 Unidentified Speaker WHO YOU MENTIONED EARLIER WHO IS DOING THE ADS FOR MCCAIN, THEY TRUSTED HIM TO DO THEM, AND THAT WAS...
00:51:55 Unidentified Speaker AND THE IMPRESSION I GOT, TOO, WAS THEY DIDN'T PREPARE THEM FOR -- MAYBE WE SHOULD HAVE A SET OF KEY...
00:53:34 Unidentified Speaker WE HAVE A MIC WE CAN PASS ALONG. WHILE WE'RE DOING THAT, I'LL TAKE THE PROB PREROGATIVE AND ASK A...
00:54:24 Unidentified Speaker I THINK THE THING THAT I TAKE OUT OF THAT IS THAT, YOU KNOW, VIDEO IS KEY, AND THE MOST IMPORTANT...
00:55:26 Unidentified Speaker I'LL JUST SAY THAT THE COMPLAINT THAT I HAVE HEARD FROM LISTENING TO A PANEL ON SOUTHWEST AND CAME...
00:56:37 Unidentified Speaker FROM CHONG DESIGN.
00:56:43 Unidentified Speaker LOOK UP LONG-TAIL NANO-TARGETING A COUPLE MONTHS AGO. HE HAS A GREAT ARTICLE OUT THERE.
00:56:50 Unidentified Speaker ONE OF THE THINGS HE WAS TALKING ABOUT -- OH, I'VE LOST MY TRAIN OF THOUGHT COMPLETELY.
00:57:04 Unidentified Speaker PLONG -- THAT PREROLE VIDEO. IF YOU ARE WATCHING SOMETHING ON ABC 7 NEWS.COM, BEFORE YOU WATCH YOU...
00:57:40 Unidentified Speaker AND JUST TO CHIME IN A LITTLE BIT, IN TERMS OF THE ONLINE ADVERTISING WORLD, LIKE THE PEOPLE THAT...
00:58:26 Unidentified Speaker WITHIN THAT, THERE ARE THREE OR FOUR DIFFERENT THINGS YOU CAN DO WITH VIDEO. YOU TUBE IS NOW THE SECOND...
00:59:20 Unidentified Speaker AND TO SORT OF SUM IF ALL UP, I THINK THE SORT OF EASE OF ONES ABILITY TO IRNT GRATE ACROSS PLATFORMS...
01:00:33 Unidentified Speaker GOOD MORNING. CAN YOU HEAR ME?
01:00:35 Unidentified Speaker NOT QUITE. NOT UP HERE.
01:00:39 Unidentified Speaker CAN YOU HEAR ME?
01:00:41 Unidentified Speaker NOT VERY WELL. WE'RE JUST WAITING FOR A QUESTION.
01:00:48 Unidentified Speaker CAN YOU HEAR ME? I HAVE A TWO-PART QUESTION. THE FIRST PART OF THAT QUESTION IS REPUTATION MANAGEMENT....
01:01:36 Unidentified Speaker I'LL REITERATE THOSE QUESTIONS. THE FIRST QUESTION WAS ABOUT REPUTATION MANAGEMENT AND HOW ZSH I...
01:02:57 Unidentified Speaker I THINK WE TRY TO USE THEM IN TANDEM. WHEN ARE YOU FIRST LAUNCHING A SITE OR PAGE OR WHATEVER IT MAY...
01:03:21 Unidentified Speaker THE OPTIMIZATION, IT IS PEOPLE -- HOW MANY QUALITY SITES ARE LINKING TO US, HOW MUCH CONTENT DO WE...
01:04:51 Unidentified Speaker IN TERMS OF REPUTATION MANAGEMENT, THERE WERE SOME THINGS YOU DEALT WITH OUT THERE. THE MCCAIN PALIN...
01:05:06 Unidentified Speaker THEY HAD' TON OF RELATIVELY LOW COST GOOGLING NETWORK DISPLAY ADS AFTER SARAH PALIN WAS FIRST NOMINATED...
01:05:33 Unidentified Speaker THAT'S CERTAINLY AN EXAMPLE. OBAMA'S CAMPAIGN USING PAID SEARCH ADVERTISING TO REFUTE DIFFERENT THINGS...
01:07:28 Unidentified Speaker THE GENERAL SORT OF -- THE SORT OF THE WEB RULE IS, IF THERE'S A CRITICAL MESSAGE OUT THERE, DON'T...
01:08:12 Unidentified Speaker AND THAT'S ACTUALLY A WEB SITE THAT JOHN KERRY --
01:08:17 Unidentified Speaker JUST TO FINISH UP REAL QUICK, WHILE WITH MCCAIN, THERE WASN'T A MCCAIN CANDIDATING UNDER CURN FLOATING,...
01:08:46 Unidentified Speaker ABSOLUTELY.
01:08:48 Unidentified Speaker THERE IS A QUESTION IN THE FRONT.
01:08:49 Unidentified Speaker WHAT INFORMATION DO YOU KNOW ABOUT PEOPLE TO TARGET THEM AND HOW DOES THAT INFLUENCE IN YOUR EXPERIENCE...
01:09:08 Unidentified Speaker IT IS A COMBINATION OF WHAT THEY TYPE INTO GOOGLE. LET'S TAKE POLITICS. IF THERE ARE EIGHT ISSUES...
01:09:59 Unidentified Speaker CORPORATE MARKETERS, TO ANSWER YOUR QUESTION ABOUT HOW CORPORATE MARKETERS TARGET, THEY HAVE DEMOGRAPHIC...
01:11:21 Unidentified Speaker IN MY EXPERIENCE YOU TEND TO SORT OF DEFINE THE TARGET AND DEFINE THE MESSAGE THAT YOU THINK WILL...
01:11:51 Unidentified Speaker WE HAVE BEEN WORKING WITH BEHAVIORAL PROFILING AS YOU MOVE ACROSS THE WEB. ADDING A DONAR FILE BUT...
01:12:32 Unidentified Speaker THE MOST CRITICAL DATA WAS WHETHER SOMEBODY HAD DONATED IN THE PAST.
01:12:35 Unidentified Speaker ABSOLUTELY TRUE.
01:12:43 Unidentified Speaker THE OBAMANS --
01:12:47 Unidentified Speaker AND ALSO IN TERMS OF TARGETING, I HAVE HEARD FROM PEOPLE THERE IS THAT LAW OF DIMINISHING RETURNS...
01:13:14 Unidentified Speaker WHAT ARE YOUR THOUGHTS ON SOCIAL MEDIA ADVERTISING? FACEBOOK? REALLY DOING THIS MICRO-TARGETING SO...
01:13:46 Unidentified Speaker I H HAVE USED THAT FACEBOOK FEATURE, AND IT DOESN'T SEEM TO WORK FOR ME.
01:13:53 Unidentified Speaker MAYBE IT IS A FAKE BUTTON YOU CAN PUSH.
01:13:56 Unidentified Speaker SORT OF LIKE PRESSING THE ELEVATOR BUTTON MORE THAN ONCE. DO YOU THINK IF IT IS JUST A PLACEBO EFFECT,...
01:14:13 Unidentified Speaker I THINK IT IS EFFECTIVE FOR POLITICAL CAMPAIGNS AND NONPROFITS. IN FACT, FOR THE NONPROFITS WE ARE...
01:14:54 Unidentified Speaker GO YR WHERE YOUR AUDIENCE IS. A LOT OF PEOPLE ARE ON FACEBOOK. INITIALLY THEY DIDN'T HAVE A HIGH RESPONSE...
01:15:52 Unidentified Speaker SOCIAL NETWORKING ADVERTISING IN THE 2008 CAMPAIGN, LOOKING AT REPORTS, OBAMA'S CAMPAIGN SPENTOR $640...
01:16:28 Unidentified Speaker IF YOU ARE GOING TO HAVE A FACEBOOK PAGE AND DEDICATE TIME TO IT, THE LIFT YOU GET -- IT IS AN IMPORTANT...
01:16:41 Unidentified Speaker MY NAME IS NICK AND I WORKED ON THE CAMPAIGN OUT IN THE FIELD, SO I GOT TO SEE THE TRANSFORMTIVE NATURE...
01:17:44 Unidentified Speaker WHEN YOU SAY "ACTION ON THE GROUND" WHAT DO YOU MEAN?
01:17:47 Unidentified Speaker WE TALKED ABOUT RAISING MONEY ONLINE, AND YOU TALKED ABOUT MESSAGING WITH ONLINE ADVERTISING, BUT...
01:18:08 Unidentified Speaker THAT'S WHA WHAT THEY DID. THE VAST MAJORITY OF YOUR ADVERTISING WAS LIST BUILDING. AND ONCE YOU HAD...
01:19:31 Unidentified Speaker IT DOESN'T COST AS MUCH. REQUEST ON YOUR YES ON PROP 8 THING, AT THE END, THEY COULDN'T VA BOUGHT...
01:19:38 Unidentified Speaker I TALKED TO THE PEOPLE WHO HANDLED THE ENTIRE YES ON 8 CAMPAIGN, THEY TOLD ME -- FIRST OF ALL, ONE...
01:20:20 Unidentified Speaker SO YOU ARE GOING TO TARGET EVERYBODY IN CALIFORNIA. IT TURNS OUT TO NOT COST THAT MUCH TO TARGET EVERYBODY...
01:20:29 Unidentified Speaker BECAUSE NOT EVERYBODY IN CALIFORNIA IS ON LINE CLICKING ON STUFF 10 HOURS A DAY, RIGHT?
01:20:37 Unidentified Speaker AND YOU ARE ONLY CHARGED FOR THE ADS CLICKED ON.
01:20:40 Unidentified Speaker ALTHOUGH, THAT IS ONE THING I DIDN'T MENTION WHEN WE TALKED ABOUT THE GOOGLE SURGE, THAT IS A C.P.M....
01:21:15 Unidentified Speaker CAN I ADD ONE MORE THING? AS HUMAN BEINGS I WOULD BET EVERY ONE IN THIS ROOM HAS A CELL PHONE ON THEM,...
01:22:37 Unidentified Speaker YOU THINK ABOUT THE NUMBER OF PEOPLE THAT DON'T HAVE LAND LINES ANYMORE, ASK THEY ARE LITFRALLY CARRYING...
01:23:08 Unidentified Speaker I WAS SPEAKING TO MY FRIEND CHERYL CONTE A FEW YEARS AGO, OK, WE HAVE ABSORBED TV, WHAT'S NEXT? WELL,...
01:23:47 Unidentified Speaker AND IT WAS PEOPLE WHO CARED ENOUGH ABOUT THE CAMPAIGN WHO CREATE DID.
01:23:57 Unidentified Speaker SOMETIMES WHEN WE LAUNCH A CAMPAIGN SOMETHING DOES GO WRONG OR GOES AWRY, AND YOU NEED TO CORRECT...
01:24:50 Unidentified Speaker THAT'S A GREAT QUESTION.
01:24:51 Unidentified Speaker GOES OVER MY HEAD.
01:24:57 Unidentified Speaker IT IS A TOUGH ANSWER. I GUESS THERE ARE BEST PRACTICES BUT YOU ONLY SEEM TO LEARN THEM AFTER YOU MAKE...
01:25:26 Unidentified Speaker AND BEST PRACTICES DON'T MAKE THE BEST MISTAKES. WOULD THERE BE TOOLS OUT THERE THAT ACT AS SOME KIND...
01:25:39 Unidentified Speaker CERTAINLY RIGHT NOW BY THE MAJOR PORTALS, THE MAJOR AD NETWORKS TO DO IT, IF YOU WANT INDEPENDENT...
01:26:39 Unidentified Speaker THAT'S RIGHT.
01:26:41 Unidentified Speaker THAT WAS FUNNY, AND IT WOULD HAVE BEEN FUNNY NO MATTER WHO THE CANDIDATE WAS. ESSENTIALLY BEFORE A...
01:27:16 Unidentified Speaker MAYBE THERE ARE WAYS TO USE THESE AND BUILD CONFIDENCE IN THE MEDIUM. IT IS MY HOPE IN THE SAME PROFESSION...
01:27:33 Unidentified Speaker THERE ARE THREE DISCIPLINES WE HAVE TO DEAL WITH. THE CREATIVE HAS TO BE PROVED BY THE PERSON THAT'S...
01:28:25 Unidentified Speaker AND POOR TARGETING EXISTS AND WASTEFUL TARGETSING AS WERE YOU DESCRIBING, GETTING AN AD FOR A CANDIDATE...
01:28:49 Unidentified Speaker I BELIEVE WE ARE PRETTY MUCH HAVING TO END THIS SESSION, BUT

NOTE: The transcript for this program was compiled from uncorrected Closed Captioning.

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