Tech Digital Advertising Trends – Why TV Ads Are No Longer Just For Viewers
You may have noticed the new Washington Post-tech digital ads on their website. They are not only slick and professional-looking, but also filled with great information about the nation’s most popular business sector. It is very hard to miss them, and the Washington Post has made it easy for all consumers to find these useful publications. Unfortunately for consumers, there is one big miscommunication that makes the ads misleading.
The key wording in the ad refers to “tech advertising” and a “voter suppression machine.” These are both incorrect and the confusion stems from the fact that the headline was included in quotation marks. The meaning of the statement is actually “voter suppression.” The Washington Post regrets this error and in fact has taken steps to fix it. However, they still use the incorrect wording in future posts.
The reason that the headline was changed in the digitally posted ad is because a reader might assume that there is an election going on when nothing of the sort is happening. Since voters tend to forget about election dates, the change was necessary to remove that possibility. However, in accordance with their own campaign finance laws, the Post realized that they were not spending their money in a way that was compliant with the law. Instead, they had to make some changes so that it would be more clear what their campaign was planning to do in regards to tech digital ads.
The ad spend guidelines for nonprofit organizations are different than the rules that apply to for-profit corporations. Technological innovation can be allowed as long as it does not take more than 20% of the ad spend. However, any time that exceeds this limit is considered an illegal campaign contribution. Therefore, the Post will now only allow tech digital ads that are not only less expensive but also do not count towards their election spending limit.
The new rules will affect both traditional and social media marketing and all of the tech companies that rely on Twitter, Facebook, YouTube and other online social networks as part of their campaigns. There are a couple reasons for the revised guidelines from the Post. Some of these reasons include the fact that the content posted by nonprofit organizations is more complex and requires more consideration when assigning costs; members of various groups might not recognize the distinction between personal and political advertising; and that the cost benefit ratio of running digital ads on social media platforms may not justify the additional time spent monitoring the campaigns.
The revised guidelines are currently in place for both nonprofits and non-profits, but the Post is putting the weight of the law on the shoulders of donors. In the last year, Netflix raised eyebrows when it showed support for a political candidate in an advisory position. This led to calls from members of Congress to tighten the campaign finance laws. It is now hoped that Netflix will be more careful in its political involvement. The company did not immediately break its ties with President Trump, but it is clear that the tie will continue. Several members of Congress have already introduced pieces of legislation that would require tech companies to disclose their political spending.
Netflix’s decision to make Hulu the default video playback channel on mobile devices was also news. Many tech consumers are using their smartphones to stream videos from services such as Hulu, which allows users to watch television shows, movies, and popular videos across a variety of devices. However, the streaming service from Netflix could lead to a breakup with another company, like Hulu.
If a company has an app that offers a lot of features and uses very specific terminology that might appeal to a younger audience but not an older one, it may be better to leave those features alone and focus more on targeting the right age group with a paid or sponsored ad campaign. One example of a tech product that would fall into this category would be an iPhone application that allows users to watch videos on their devices, similar to what they do with Hulu. But in the case of Netflix, it appears that they are taking the “free for all” approach when it comes to their current platform partners. It appears that tech buyers and sellers will just have to wait and see if the negotiations between Netflix and Hulu come to some kind of resolution.