Tags: America's Forum | Republicans | midterms | social media

GOP Operative: Viral Ads Not Just a Democrat Thing

By    |   Monday, 13 October 2014 12:11 PM

The days of political ads relegated to television screens are a thing of the past, according top GOP political operative Rick Wilson, who appeared Monday on Newsmax TV's "America’s Forum."

"The eyes of the voters are now on their mobile devices, on their desktops, on their tablets, on their laptops, and they are not chained to the television anymore," he said, adding that Democrats have mistakenly begun to treat women voters as single-issue creatures.

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"Polling and demographic research had identified that this is a soft spot with Democrats," he said. "That they have started to treat women voters in a way that is a little dismissive and a little presumptive and so when you build an ad like this that resonates, it takes off on its own accord."

Viral ads — which use social media and other marketing techniques to create viral messages — are aimed predominantly at women, Wilson explained, because that has shown to be the group most open to changing their mind on issues.

"There are three pillars holding up the current crop of Senate Democrats that are running for office this year: the hard, hard left, African Americans, and single women," he explained. "Politically speaking, just to put it in real politique, African Americans and the hard, hard left are not audiences that are persuadable in any way. Single women are more persuadable because this is a newer area of the Democratic coalition that they've been trying to shape and develop through this phony war on women and that's why this ad was particularly focused on that target."

Sixteen of the top 20 viral videos have been produced by the GOP, he added, a big turnabout from 2008 when the left capitalized on developing a broad digital audience to get President Barack Obama elected.

"They used that set of tools again to get in 2012 to identify their voters and to use social media and email and viral videos and all these other aspects of that tool kit to go after those voters and to ensure the re-election of Obama," he said. "So obviously a lot of folks in this domain, the Republican domain, have started to adopt those tools.

"It definitely speaks to the fact that technology is morally ambiguous. The tools are out there for people who understand they have to use them. We understand we have to use them and as I said in the beginning, we're not looking to just make sure that our ad is seen when everybody's got their fanny planted on the couch and their eyeballs locked on the screen. We want them to hear about it from social media, from friends, from other folks that are talking about the ad, click on it, see it, get the message delivered."

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The days of political ads relegated to television screens are a thing of the past, according top GOP political operative Rick Wilson, who appeared Monday on Newsmax TV's “America’s Forum.”
Republicans, midterms, social media
Monday, 13 October 2014 12:11 PM
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