{"id":323,"date":"2021-02-17T07:00:26","date_gmt":"2021-02-17T12:00:26","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/02\/17\/an-audience-of-one-the-president\/"},"modified":"2021-02-17T07:00:26","modified_gmt":"2021-02-17T12:00:26","slug":"an-audience-of-one-the-president","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/an-audience-of-one-the-president\/323\/","title":{"rendered":"An Audience of One: The President"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376258 = window.plc376258 || 0;\n            document.write('<' + 'div id=\"placement_376258_' + plc376258+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376258, [300,250], 'placement_376258_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376258++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><strong><em>By Ken Klein<\/em><\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The CNN town hall in Milwaukee gave President Biden a chance to \u201cspeak to the American people,\u201d said a Marquette University professor. When Biden arrived in Milwaukee (February 16) <strong><em>billboards spoke directly to the President:<\/em><\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cPresident Biden, INVEST IN INFRASTRUCTURE,\u201d declared the American Equipment Manufacturers (AEM), an advocacy group based in Milwaukee.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cHEY JOE, LET\u2019S MAKE HIV HISTORY,\u201d said Vivent Health, also on digital billboards.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">These messages posted in battleground Wisconsin \u2014 on Biden\u2019s first official trip as President \u2014 showcase key attributes of modern out of home (OOH) media:<\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\n \t<li>Hyper-localization<\/li>\n \t<li>Media bounce<\/li>\n \t<li>Speed<\/li>\n \t<li>The First Amendment at work<\/li>\n<\/ul><!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<h3 class=\"wp-block-heading\"><strong>Localization<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">The targeted paid-media campaign by the equipment manufacturers group included billboards in the Milwaukee market, a 30-second ad on the White House cable feed, and a full-page newspaper ad in Milwaukee.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Localization on steroids, this message was aimed mainly at one person on one day (February 16).<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cPresident Biden,\u201d the equipment manufacturers said on their webpage, \u201cneeds to focus on policies that strengthen the industry\u2019s competitiveness in the global economy.\u201d<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Media bounce<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Political elites awoke that day to read about the equipment manufacturers\u2019 campaign in <strong><em>Politico<\/em><\/strong>: \u201cAEM GOES ALL OUT IN MILWAUKEE.\u201dThe publicity-multiplier effect is a common dividend of out of home media. When Environmental Defense Fund-Florida put up billboards in the Tampa market before the 2021 Super Bowl, the environmental group also posted social media about the attention generated through other media.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\">\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/www.advertisingweek360.com\/wp-content\/uploads\/2021\/02\/IMG_1492.jpg\" alt=\"\"\/><\/figure>\n<\/h3>\n<h3 class=\"wp-block-heading\"><strong>Speed<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">The just-completed impeachment trial generated immediate political expressions in Washington, DC, and home media markets of various players in the debate. Digital OOH formats make it easy to create, place, and change ad copy.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/www.advertisingweek360.com\/wp-content\/uploads\/2021\/02\/IMG_4096.jpg\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Digital truck side ads in Washington, DC.\u00a0\u00a0\u00a0\u00a0<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Photo: Gregory Darron Spencer<\/strong><\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Free speech<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Political and advocacy advertising \u2014 a growth category \u2014 is a protected expression ala the First Amendment.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Kantar media tracking says political advertising via out of home media was up 64 percent in 2020 compared to the previous presidential election (2016).<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Political advertising has continued after the November 3, 2020 election. In Georgia, challenger Jon Ossoff defeated an incumbent senator in the runoff election on January 5, advertising his call-to-action slogan, \u201cVOTE YOUR OSSOFF.\u201d<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/www.advertisingweek360.com\/wp-content\/uploads\/2021\/02\/Ossoff.B450A.C.3215072.jpg\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><em>(Ken Klein is executive vice president of the Out of Home Advertising Association of America, OAAA)<\/em><\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376259 = window.plc376259 || 0;\n            document.write('<' + 'div id=\"placement_376259_' + plc376259+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376259, [300,250], 'placement_376259_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376259++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>The CNN town hall in Milwaukee gave President Biden a chance to \u201cspeak to the American people,\u201d said a Marquette University professor. When Biden arrived in Milwaukee (February 16) billboards spoke directly to the President.<\/p>\n","protected":false},"author":7,"featured_media":324,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-323","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>An Audience of One: The President | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/an-audience-of-one-the-president\/323\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"An Audience of One: The President\" \/>\n<meta property=\"og:description\" content=\"The CNN town hall in Milwaukee gave President Biden a chance to \u201cspeak to the American people,\u201d said a Marquette University professor. 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