A New York-headquartered technology company that uses artificial intelligence to improve brand advertising performance is welcoming a former Comcast political advertising sales director to lead its political advertising division.
This will see the build out of political agency and advertiser partnerships and campaigns, offering opportunities for the measurement of real-time voter sentiment and the delivery of “hyper-targeted” audience segments.
Taking the role at LoopMe is Robin Porter.
LoopMe made the announcement on Thursday from Marketing Politics: the Conference, in the Nation’s Capital.
“We are fortunate to have Robin’s leadership as we tailor our proven AI technology across audiences, measurement and lift to the political market, in this pivotal 2024 election year,” said Lisa Coffey, LoopMe’s Global Chief Revenue Officer. “Political advertisers deserve to be able to identify voter sentiment and audiences in real-time so that political candidates can reach and influence voters on key issues. This ability to find and message the right audience is what LoopMe offers through its proven AI, which has been driving 3-5x the results of industry benchmarks.”
While political ad spending is projected to surpass the $10 billion mark by the end of the 2024 election cycle, which would make it the most expensive two years in political history, political advertisers are facing unprecedented complexities in the media landscape. According to Nielsen’s November viewership report, fragmentation is at an all time high. Connected TV consumption has skyrocketed, with streaming taking 36.1% of viewership, cable at 28.3% and broadcast trailing at 24.9%. Furthermore, in 2024, advertisers will endure the loss of key targeting capabilities for digital with the degradation of Google’s cookie, along with the downward spiral in trust and brand safety of social media channels.
