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Who – or what – is seeing your digital ads?

By Emily Englander

In a time where online ads are gaining more attention, one would hope that their effect would be as great as their presence. While data may show that your digital ads are hitting targets and reaching a large number of viewers, there’s a catch. You see a number of views, and may think you have placed an extremely successful ad, but who’s actually seeing it? Are they the voters you thought you were trying to reach through a geo-targeted ad? Or are they a new type of viewer?

As frustrating as it is for both consultants and campaigns, all the views you see may not be from your target voters. In many cases, online ads are reaching a different type of audience: robots. These bots are introducing a problem into the digital advertising world — ad fraud.

These bots are costing digital budgets across the country billions of dollars and skewing traffic data. In an industry where audience impact is crucial, it’s critical that every dollar you spend is reaching your target. Ads need to be placed where your audience are the ones viewing the ad and not bots.

This is why Revolution Messaging has taken strides to ensure that their clients’ ads are placed in a manner where the voters will see the ads. Less than a year ago, Revere Suite, a new revolution in digital rapid response, was introduced. Revere brings together in one self-service platform our award-winning text messaging technology along with our calling, online and mobile ads, news clipping and link shortening tools into one powerful, interconnected rapid response operation.

Rise of Digital

With Americans spending more time on their smartphones and laptops than their TVs, it’s important to turn the focus of ad buys to the digital world. Though traditional media consultants point out that they do not have to face the problems that arise due to ad fraud, Keegan Goudiss, a partner in Revolution Messaging, argues that digital advertising still proves to be necessary in today’s changing society in a recent article in Campaigns & Elections.

“While this is a weakness of digital [online ad fraud], it’s also a strength because with TV ads there is no way to tell if anyone is watching,” says Goudiss. “You are moving to a place where a campaign is only going to pay for guaranteed video views, guaranteed banner displays. Compare that to TV, where there can be no guarantee.”  

Revere Exchange gives campaigns the expertise they need to precisely target political audiences on a self-serve platform. Most importantly, Revolution Messaging’s digital advertising services  provides some of the strongest safeguard against fraud in the industry, ensuring maximum deliverability. We constantly and carefully update our safeguards to make sure their clients’ dollars are spent to reach human beings — not bots.

Revere Exchange is the only platform that works with all progressive data vendors to provide you with a reach no other vendor can provide. Clients are able to reach over 162 million registered voters, through the creation of custom target audiences using voter file and consumer data, our in-house SmartCookie matching technology, IP and mobile targeting. Unlike other firms, Revolution Messaging is the only political technology firm that is a member of the IAB (Interactive Advertising Bureau).

In our industry, there isn’t room or time for waste. Every dollar spent needs to assist in reaching another vital voter or activist. That is why Revolution Messaging makes it a point to combat ad fraud, and provide our clients with the best results possible.


Goodstein in TIME – Former Obama Tech Expert: Democrats Need a Competitive Primary

Revolution Messaging founder and former Obama for America External Online Director Scott Goodstein published the following article on TIME.com

Democrats risk falling behind Republicans on technology

For much of our nation’s history, there have been insiders who aimed to quash competition within political parties. Even today, far too many party elites seem to think uncontested primaries are better. However, competitive primaries force an evolution of organizing models and new technologies that benefits campaigns and the public. The lack of a vibrant primary in 2016 would put Democrats at risk of falling behind Republicans in bringing technology to bear on campaign strategy — and that would be a big loss for both Democrats and the country.

In 2007 and 2008, Barack Obama’s stiffest competition was Hillary Clinton. Competing against Clinton — a household name, a former first lady, and a well-respected senator — as a first-termer with a name like Barack Obama was truly daunting. When you have an uphill battle, you are going to get creative, and that’s what we did. As part of his early campaign team, we had to get a new and different set of voters to the polls. We needed to find younger voters who would be motivated by Obama’s message. And for the first time in a presidential primary, that meant using social media and sending messages directly to voters’ cell phones.

Back then, social media was seen as a fun new fad that kids were playing with — not as an organizing tool. Facebook had been open to non-college students for less than a year, and MySpace was in its prime. With each tool, we were able to target different voting blocks. We used Facebook mostly for reaching college-educated people, college students, and super-local groups. On MySpace we targeted young voters, military families (it was an easy way to communicate between military members overseas and family members back home), Silicon Valley techies, the entertainment industry, and women over 35.

Over the course of the primaries, having multiple digital teams experimenting with new techniques pushed each campaign to become better and evolve more quickly. And, quite frankly, we enjoyed the challenge.

In Iowa, we experimented to see if setting up a statewide MySpace page would return new volunteers. In Nevada, we built rapid-response interactive voice hotlines and text-messaging tools that reinvented the process for dealing with election violations. In South Carolina, we launched two-way text messages on canvasses to see how we could better tether canvassers to their local headquarters. On Super Tuesday, we created separate MySpace and Facebook groups to empower Obama supporters to self-organize, kept in touch with our hard-core base on Twitter, and used the social networking tool Eventful to send surrogates to rallies and build crowds quickly. In the late primaries, we tested new ways to engage young voters by combining offline advertising and point-of-purchase display advertising with text-messaging and toll-free hotlines that provided additional information.

By the time the general election arrived, we were wielding more powerful tools with a known return on investment. We even built our own social media site (MyBO) for supporters and volunteers. All of that work during the primaries put the party in a stronger position for the general election. It also enabled Democratic firms and private-sector partners at social media sites to build more and more robust tools in the years that followed to allow candidates to engage with voters and vice versa. These advancements put Democrats at a serious advantage over the competition — and none of these advances would have been realized if not for a hotly contested primary.

So what will we be missing if the Republicans have a debated primary and the Democrats don’t? Their candidates and campaigns will get better at giving a rehearsed stump speech and answering questions at debates and fish fries. But the lost opportunities would go far beyond that.

There is no question that Republicans are catching up when it comes to putting technology to work on the campaign trail — a competitive Democratic primary would allow us to stay out in front. We can pressure-test the new advances in ad-technology and mobile marketing by experimenting in each state primary with real deadlines and real results. Can hyper-geo-fencing different messages affect turnout on an election day? Can Democratic campaigns better divide their resources between direct-mail universes, walkable precincts and geo-fenced ads in gated-communities that can’t be canvassed? Can connected TV be integrated in a campaign’s field and in fundraising efforts?

While the political results of a candidate who isn’t battle-tested are well known, the lasting effects from failing to evolve our political technology could not only put us at a disadvantage in 2016, but also put Democrats behind for years to come.


Revolution Messaging Wins Six Pollie Awards

Progressive Firm Honored for Digital Advertising, Email Fundraising, Websites, Logos and More

WASHINGTON, DC – Revolution Messaging is proud to announce that it has been awarded six coveted Pollie Awards from the American Association of Political Consultants (AAPC), the industry’s highest honor bestowed upon political consultants at the national and international level. Revolution Messaging, a full-service digital firm, was recognized for its creative, website development, advertising and innovation during the 2014 political season.

The winning campaigns included:

2015 Gold Best Website (Downballot Statewide)
Maryland State Education Association’s MDAppleBallot.com

2015 Silver Best Use of Email Fundraising
Americans for Responsible Solutions PAC

2015 Silver Best Mass Transit/Bus Sign
National People’s Action’s Preyday Lenders

2015 Silver Best Internet Advertising for U.S. Senate – Democrat
Americans for Responsible Solutions for Senator Jeanne Shaheen
In conjunction with The Campaign Group, Inc.

2015 Bronze Best Logo
National People’s Action’s Preyday Lenders

2015 Bronze Most Original/Innovative Collateral Material
UltraViolet Board of Tourism

With over 2,400 entries, this year’s contest was the largest in AAPC history.

“It’s an honor to be recognized by the AAPC for our work in 2014,” Revolution Messaging’s Scott Goodstein said. “In a challenging midterm election year for Democrats, we were proud to help progressive candidates and issue campaigns break through and compete in a mobile world.

“It is particularly rewarding for our team to be honored for such wide ranging services as hyper-targeted advertising, logo development, websites and beyond,” added Goodstein. “Stay tuned for more cutting edge digital campaigning in the year ahead. ”

The AAPC announced this year’s winners at the 2015 Annual Pollie Awards & Conference on March 19 in New Orleans, LA. The Pollie Awards (Pollies) are bipartisan honors awarded annually by the AAPC to members of the political advertising and communications industry who have demonstrated superior work on behalf of their candidates and causes. A blind jury of their peers selects AAPC award winners. Esquire magazine has dubbed the Pollies as “…the Oscars of political advertising.”

Revolution Messaging is a leader in full service online organizing, offering fundraising, creative, video, mobile, advertising and technology services. Founded in 2009 and led by key members of the 2008 Obama campaign, the firm is a leader in cutting-edge progressive strategies for a mobile world. Follow us @revmsg.

PRESS CONTACT: Moira Mack Muntz, 703-416-9188, Moira.K.Muntz@gmail.com

 

Revolution Messaging

www.revolutionmessaging.com/

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Revolution Messaging Attends RampUp 2015

By Jimmy Kaduboski

Last month, Revolution Messaging staff joined 1,500 marketing experts at RampUp, LiveRamp’s annual conference in Santa Clara, CA. LiveRamp is leading the way in connecting marketers with the tools needed for improved online targeting and engagement, and RampUp provided attendees with the chance to discuss data, digital marketing and their intersection.

Our own Eden Joyner, Vice President of Media Strategy, participated in a panel titled “What Digital Marketers Can Learn from Political Campaigns.” Eden was joined by other top political consultants to discuss best digital practices, and how campaigns will use digital strategy in future elections.

Eden highlighted how Revolution Messaging’s self-serve digital platform, Revere Exchange, allows even smaller campaigns to have access to modern, targeted advertising technologies. In the past, smaller campaigns would have been locked out of the newest innovations.

When asked about how to decide between advertising on mobile platforms instead of desktop interfaces, Eden emphasized that “you should use as many devices as possible, I don’t think there is a limit on one you should do or one you shouldn’t do. We believe in cross-screen advertising.”

Looking toward 2016, Eden told the audience that she expects to see a lot of investment in dynamic pre-roll advertising “that delivers very specific messaging to very small groups.” While television advertisements have a longer opportunity to deliver a message, Eden stressed that digital advertisements, like pre-roll advertisements, have only a few seconds to capture a voter’s attention, so future campaigns must make that adjustment.

Other sessions at RampUp discussed the importance of measuring and ensuring attribution; making sure that digital advertisements are leading towards action. At Revolution Messaging, this ultimately means ensuring that advertisements are getting out the vote on Election Day.


2015 Predictions and 2014 Favorites

Last year, Revolution Messaging Partner and resident soothsayer, Arun Chaudhary, followed up on his amazing prediction for 2013 (Bill de Blasio would be elected Mayor of NYC), with another prescient prognostication that “Ukranian opposition leader Yulia Tymoshenko will be freed in 2014.”

Unfortunately, not all the forecasts were quite as flawless (looking at you, Sam Lozier): “Wisconsin, Ohio and Florida will elect new Democratic Governors.” But one thing is for sure; the conjecture coming from the crystal ball this year has something for everyone.

Take a look at Revolution Messaging’s 2015 Predictions and 2014 Favorites at http://2015.revolutionmessaging.com/

When you’re done, share your predictions and favorites for the year ahead on our Facebook page at https://www.facebook.com/revmsg

Predictions


Revolution Messaging Named Finalist for 2015 Reed Awards

Campaigns & Elections Magazine has recognized Revolution Messaging as a finalist in four categories for the 2015 Reed Awards. The winners will be announced January 23 in Las Vegas, Nevada – and we are honored to make the finalist list for these entries:

Best Web Video for Mayoral Candidate
“Don’t Be a Puppet”
Client: David Catania for Mayor
2014 was the year of the puppet. This video sought to paint Muriel Bowser as a political machine and highlight the danger of being an uninformed voter. “Don’t Be a Puppet” initiated a competitive election, and Bowser even attacked the puppets during debates.

Best Website for Independent Expenditure Campaign
MDAppleBallot.com
Client: Maryland State Education Association
Maryland State Education Association’s Apple Ballot campaign revealed the power of digital in downballot races. We worked with MSEA to bring educator endorsements to the web, complete with responsive design, branding, zip code lookup and SMS Election Day reminders. 86% of MSEA-endorsed candidates won in the June primary and 71% of endorsed candidates won in the November election. On a bad night for Democrats, MDAppleBallot.com helped with driving votes in key down-ballot elections.

MSEA_AppleBallot

Best Website for Issue Advocacy or Public Affairs Campaign
KnowYourCharter.com
Client: Ohio Education Association
KnowYourCharter.com provides data analysis from the Ohio Department of Education in an effort to transparently compare public schools and publicly funded charter schools. In addition to responsive design, branding and analysis, Revolution provided an open-sourced library of scripts that parse, compile and prepare data for SQL import that can be viewed on GitHub for added credibility. The site has been so successful that the conservative Republican governor has spoken out about charter school reform to major state media outlets.

KYC_Screenshot

Best Online Fundraising Program
Americans for Responsible Solutions PAC
Client: Americans for Responsible Solutions
When most people think of SuperPACs and Citizens United, the first thing that comes to mind is a small number of people and corporations donating large amounts of money to influence elections. Americans for Responsible Solutions PAC turned that notion on it’s head in 2014, engaging thousands and gaining an average contribution of less than $50.

ARS_Movement

In 2014, Revolution Messaging won five Reed Awards, including Best Website: Independent Expenditure, Public Affairs Advocacy or Ballot Initiative, Best Use of Viral Marketing, Best Villain, Toughest Television Advertisement and Best Use of Social Media Engagement.


Voters Beware – This Halloween Scare is Real!

 

Right Wing Text Spammer is Back with New Super PAC

WASHINGTON,DC — A right wing telemarketer with a history of scaring voters with misleading spam text messages in the 11th hour is back. A new report from the Center for Public Integrity warns that Gabriel Joseph, the man behind the controversial ccAdvertising, has formed a new super PAC known as The Survey Group PAC. This may mean a new round of illegal and anonymous political spam text messages will be coming to a state near you.

Known for spreading false and often outrageous messages through anonymous text messages, conservative text spammers have been hitting voters with uninvited SMS messages the last few Election cycles. In addition to spreading lies about candidates, the spammers have also spread misinformation about where and when to vote in egregious acts of voter suppression. Innocent cell phone users often end up footing the bill for these uninvited spam messages — and have no way to opt out or identify the sender. Revolution Messaging has been documenting and fighting these campaign tactics since 2010 and encourages the pubic to visit pocketspammers.com to learn more.

“Voters beware: the right wing text spammers are back in business. Consider this your warning,” said Revolution Messaging CEO Scott Goodstein. “When not misused, text messaging is one of the best ways for people to stay in touch with the campaigns they support – from giving donations and sharing event details to sharing big news or announcements. However,  those who abuse the technology keep exposing its dark underbelly.”

Goodstein was proud to make history through the use of text messaging as a political campaign tactic in Obama’s 2008 presidential campaign. As in that campaign, text messaging is being used by campaigns and organizations across the country to keep interested members of the community up to date and engaged. Texting is one of the most effective methods of organizing available to campaigns. Texts are much more likely to be read and to spur the reader to take action than emails.

pocketspammers-put-end-to-political-text-messge-spam

Background on Political Text Spam

Revolution Messaging has been leading the fight against political mobile phone spam since 2010 when an onslaught of illegal text message spam was used against Democratic candidates. The organization documented the practice and developed a calling tool for Americans to call their attorney general’s office to report messages.

In 2010, text messages were sent from Joseph’s Americans in Contact PAC (AICPAC) in a dozen states with negative and misleading information about Democratic Candidates as well as containing the phone number of the Democratic campaign office in an effort to jam up their phone lines.

In 2011, Joseph’s company is believed to have sent text messages in the same anonymous way during the Virginia off-year elections where his employee was running for state delegate. Revolution Messaging helped the Virginia Democratic Party’s efforts to stop unwanted text message spam which was being used as a new type of voter suppression tactic in Virginia State Senate races.

In 2012, ccAdvertising was at it again and found their sites suspended by Go Daddy for spam and abuse. FCC complaints were filed against ccAdvertising, Gabriel S. Joseph III, and Americans in Contact Political Action Committee (AICPAC) regarding unsolicited, anonymous text messages sent at the end of October 2012 by both Citizens for Responsibility and Ethics in Washington & the Human Rights Campaign Fund.

While Revolution Messaging has a petition before the FCC urging them to take a stand against these practices by clarifying the Telephone Consumer Protection Act, Americans should be on the look out for false, misleading and unsolicited text messages.  These illegal texts cost our citizens money and erode our democracy.


Revolution Messaging’s Own Honored in Top 50 Influencers – Campaigns & Elections 2014

Campaigns & Elections announced its annual “Influencers 50” and Revolution Messaging’s founder Scott Goodstein and head of advertising Keegan Goudiss made the list. The firm is honored that two of our own are recognized for bringing the latest in digital technology, analytics and creativity to political campaigns up and down the ballot.

Revolution Messaging was proud to introduce new innovations in 2014 that will alter the political landscape for years to come – particularly Revere, which includes the first self-serve digital ad platform for political campaigns. For the first time, campaigns of all sizes have the latest ad technology and targeting analytics at their finger tips – along with everything they need to run effective social media, calling and texting campaigns.

It has been a revolutionary year, not only for the firm but for political campaigns large and small. 2014 marked the first year in which Americans chose mobile phones over TV or computers. As such, political organizations and campaigns are shifting to meet voters where they spend their time. To help campaigns make the shift to mobile, Revolution Messaging launched Revere in April and another new service called “Smart Cookies” that takes targeting beyond your basic cookie matching to a whole new level of one-to-one targeting of individual key voters.

The firm also made waves this year by taking a creative and often humorous approach to its work. Taking a little inspiration from Jim Henson’s legacy, the firm used puppets in ads for DC mayoral candidate David Catania and for women’s advocacy group UltraViolet. Drawing from the cult bumper sticker campaign to “Kill Your TV,” the firm launched a tongue-in-cheek campaign urging political organizations to “Kill Your TV Consultant” as a way to educate campaigns about the more effective and affordable digital solutions available in 2014.

Learn more about Campaigns & Elections Influencers 50 here: http://campaignsandelections.com/campaign-insider/2348/the-influencers-50

Revolution Messaging is a leader in full service online organizing, offering fundraising, creative, video, mobile, advertising and technology services. The firm prides itself on bringing the cutting edge technology of the Obama campaign to down ballot political and issue campaigns for as little as $99/month. Follow us @revmsg.


Revolution Messaging Honored as Top DC Innovator – ‘50 on Fire’

InTheCapital announced today its annual ‘50 on Fire’ finalists and Revolution Messaging is pleased to be honored in the news outlet’s annual list honoring visionary individuals and companies across all industries in Washington, D.C. The firm was recognized in the government and advocacy category for its work bringing the latest in digital technology, analytics and creativity to political campaigns up and down the ballot. InTheCapital collects nominations from the community for the city’s hottest names driving innovation in the District.

InTheCapital selected the entire firm of Revolution Messaging for the honor, noting:

It’s impossible to pick just one person from this digital strategies company since the entire firm has been on fire in 2014. With the launch of their “Kill Your Television Consultant” campaign, which urges political groups to stop wasting money on pricey TV ads and instead focus on digital, Revolution Messaging has shown that they aren’t afraid to try out new, forward thinking strategies during an election year.

Revolution Messaging’s digital advertising business has already doubled in the last year and tripled since 2012. It has been a revolutionary year, not only for the firm but for political campaigns large and small. In April of 2014, Revolution Messaging launched Revere – the first ever self-serve digital platform for political campaigns. Revere puts everything an issue or political campaign needs right at its finger tips – from targeted digital ads to social media rapid response to calling or texting campaigns. In September, the firm launched another new service called “Smart Cookies” that takes targeting beyond your basic cookie matching to a whole new level of one-to-one targeting of individual key voters.

The firm also made waves this year by taking a creative and often humorous approach to its work. Taking a little inspiration from Jim Henson’s legacy, the firm used puppets in ads for DC mayoral candidate David Catania and for women’s advocacy group UltraViolet. Drawing from the cult bumper sticker campaign to “Kill Your TV,” the firm launched a tongue-in-cheek campaign urging political organizations to “Kill Your TV Consultant” as a way to educate campaigns about the more effective and affordable digital solutions available in 2014.

Learn more about 50 on Fire here: http://inthecapital.streetwise.co/series/50-on-fire/

Revolution Messaging is a leader in full service online organizing, offering fundraising, creative, video, mobile, advertising and technology services. The firm prides itself on bringing the cutting edge technology of the Obama campaign to down ballot political and issue campaigns for as little as $99/month. Follow us @revmsg.

Revolution Messaging

http://www.revolutionmessaging.com/


New Statistics: Mobile Ads Surge — Is Your Mobile Strategy Up to Snuff?

Digital advertising has continued to soar in 2014, according to new data released today by the Interactive Advertising Bureau. Most strikingly, mobile ad spending spiked to $5.3 billion in the first half of this year, surpassing banner ads for the first time (by over $1 billion).

This shift comes as 2014 marked the first year in which mobile phones outpaced personal computers as users’ preferred way to access the web.

With marketers across industries recognizing the public’s shift to smartphones and tablets, political campaigns and organizations should be asking themselves if they have the ad campaigns they need in place to reach voters in the final days before November 4th.

Contact us to learn more about how Revolution Messaging is helping campaigns of all sizes and budgets reach their key voters through the latest advances in technology and data analytics.

Read more in Media Life Magazine’s report: http://www.medialifemagazine.com/fact-mobile-ads-are-bigger-than-banner-ads/