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How Social Will Win the Election Ad Wars

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How big a role will social ads play in the 2012 presidential election? 

Advertising in the social ecosystem offers presidential candidates bigger results than tweeting and Facebooking alone. To create this infographic about the 2012 landscape for political advertising, 140 Proof’s Data Team reviewed data from the 2004 and 2008 elections as well as recent reporting from AdAge, Adweek, and eMarketer.

See more on AllFacebook.

For political campaigns, 140 Proof offers simple, powerful advertising in the social ecosystem’s top 50 apps. Our ads are targeted via the interest graph and reach over 200 million US users monthly. 

To adapt your campaign for social and learn how political teams are using 140 Proof to win, email us at

March 15, 2012 - 2 years ago

Posted In InsightsPoliticsTrendsPress

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With 140 Proof Social Ads, All Politics is Social

We’re pleased to announce our new social ad solution for political campaigns.

Political Stumping Gets Social With New Ad Solution for Political Campaigns

140 Proof, the leading social ad platform for Twitter and Facebook, today launched a new social ad solution for political campaigns that allows candidates to reach large groups of targeted voters within the social stream. 140 Proof social ads enable candidates to amplify their campaign efforts and extend their reach beyond existing followers, putting their messages at the top of the social news feeds of over 100 million potential voters.

Candidates Can Extend Social and Traditional Campaign Efforts Beyond Existing Followers

Whether candidates just want to broaden the reach of their existing tweets and posts, or they’re out to own the social conversation around a Presidential debate, 140 Proof social ads are a natural extension of any candidate’s ongoing campaign efforts. 140 Proof creates real-time, top-of-the-feed ads directly from a candidate’s tweets, allowing them to conduct far-reaching conversations with social audiences at the precise moments that are relevant to their campaigns.

For example, candidates can use 140 Proof social ads to:

  1. Reach new potential voters: a candidate’s regular tweets and posts are only seen by existing followers; 140 Proof gets these tweets in front of millions of new potential voters.
  2. Capitalize on breaking news: 140 Proof allows candidates to be first out of the gate with commentary on breaking news and events (and even opponent missteps).
  3. Augment crisis communications: when candidates must react to negative ads or campaign gaffes, 140 Proof gives them a powerful tool for rapid and far-reaching response.
  4. Enhance TV and video ad buys: candidates can use 140 Proof to run ads that include a video within the ad itself, drawing more attention to viral campaigns or TV spots.
  5. Own the social conversation around live events: candidates can run real-time campaigns targeting voters who are watching and commenting on live political broadcasts while on Twitter or Facebook.

Instantly Reach Targeted Groups of Voters on Twitter and Facebook

140 Proof also gives candidates the ability to precisely target these ads to their most coveted audiences, using technology that segments voters based on whom they follow, keywords used in their social streams and other publicly available keys from their social graph. Campaigns can work with 140 Proof to customize their own voter targets, or they can leverage 140 Proof’s pre-built political audience “clusters”, such as Swing Voters; Soccer Moms; NASCAR Dads; Greens; Tea Party; Union Interested; Hispanic; We are the 99%; and many others.

“Twitter and Facebook have become the de facto political platforms that decide elections, and experts are projecting that the ad spend in social media in this year’s election will be 15 times greater than in 2008. To be competitive in the social era, candidates will need to look beyond their existing followers and use tools such as 140 Proof to extend their reach,” said Jon Elvekrog, CEO of 140 Proof. “Candidates should be using their Twitter account as their mouthpiece, and 140 Proof social ads as their megaphone.”

Learn More about 140 Proof’s Political Offerings

All political stories from the 140 Proof Blog

140 Proof Debuts Social Ad Service for Politicians ( 

How Political Campaigns Can Leverage Social Media Interview with 140 Proof CTO @jm3 (Ad Operations Online)

March 29, 2012 - 2 years ago

Posted In eventsTargetingPoliticsTrendsPress

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Facebook Must Grow Social Ad Business to Sustain IPO Momentum

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With an IPO looming, Facebook has a big job ahead to grow its revenues, and the best bet is fresh innovation in its ad platform.

In conversation with Michael Castner of the Wall Street Journal’s Daily Wrap broadcast, Jon Elvekrog (@jonelvekrog) said Facebook must find a way to grow revenues 5X to 10X for their IPO to pay off for investors, a “nontrivial accomplishment.”

But what’s the best way for Facebook to grow revenue to such a scale? Elvekrog says that the biggest opportunity lies in expanding the ambitions of Facebook’s advertising solution. Social graph targeting and a small-business focus has done much to build Facebook’s current value. But there’s an even bigger opportunity to serve big brands in a way that other platforms like Google are not yet doing.

If you look at [Facebook’s] revenue, it’s 83% advertising, which is in line with the 90-plus percent that Google has, and Yahoo, and AOL.
And if advertising is a huge piece of their business, they’re going to need to do some very innovative things to grow revenue. 
A lot of the things that we look at are around this idea of being able to tap the interest graph, rather than just the social graph, which is what they’ve talked about from an advertising perspective.

Developing interest graph targeting is one big opportunity for Facebook. Emphasizing big brand needs and delivery at scale is another.

What do you think it will take for Facebook to grow its ad revenue by a factor of 5? Let us know in the comments.

Listen to the whole interview, or read the transcript below.

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May 1, 2012 - 2 years ago

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It’s Time for Facebook to Supercharge Social Ads

140 Proof CEO Jon Elvekrog spoke with Financial Times about what Facebook has to do to support its $100 billion valuation.

While FT takes the position that advertisers are unhappy with Facebook’s ad offering, Elvekrog posits that the platform has a solid start and that it’s simply time to super-charge Facebook ads for the interests of brand advertisers.

Some advertisers want more traditional online ad formats and placement, such as flashy banner ads across the top of the screen, or at the top of the Facebook news feed, where users spend most of their time reading updates from their friends. They are willing to pay a premium for this coveted positioning, says Jon Elvekrog, chief executive of 140 Proof, a social advertising company.

“Facebook is doing a lot of things right, but to grow that revenue line, it has to push toward higher-value ad placement and technology,” he says.

Read more about how Facebook’s ads affect its value:

Facebook Must Grow Social Ad Business to Sustain IPO Momentum

May 8, 2012 - 2 years ago

Posted In Interest GraphTargetingFacebookPress

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CEOs Who Code

Doug MacMillan of Bloomberg explains a lesser-known feature of the startup world: tech company executives get props from their teams for their tech chops as much as their business acumen. Even Mark Zuckerberg, CEO and founder of Facebook, has returned to coding for Facebook to stay in touch with his product and his developers.

In a tech startup, where the developers is usually the biggest team at the company, it behooves CEOs to be more hands-on, more knowledgeable about technology, and willing to discuss and develop technical strategy with the technical team.

Says Aaron Levie of Box:

Business schools sort of create this vision of a CEO in a corner office far away from the actual work that’s getting done, and that can’t be further from the truth in the technology world.

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June 5, 2012 - 2 years ago

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Digital Politics Radio: Reaching Voters in Social

In conversation with Karen Jagoda of Digital Politics Radio, 140 Proof CTO John Manoogian III (@jm3) discussed how the combination of mobile and social will be a winning strategy for candidates in the 2012 election.

Says Manoogian:

Mobile is the dominant and growing platform for social. Over 50% of teenagers and adults 18-45 have smartphones. And that mobile device is the last screen that the voter is going to see before they go into a voting booth. You can’t get any better than that for an advertising platform.

Manoogian and Jagoda touched on the value of short messages to political candidates — for example, Twitter as the home of the sound bite. Politicians can also take a page from big brands, who have been tailoring messages for social and proving those platforms out for the last two years. Manoogian and Jagoda also discussed how state and local campaign managers can target their ads for social.

Listen to “Mobile Strategies for Voters in Social” with Digital Politics Radio:

For readers interested in more background information on 140 Proof, also listen to the in-depth DPR intro from the same interview.

Related stories:

July 16, 2012 - 2 years ago

Posted In PressPolitics

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[TechCrunch] How Free Apps Can Make More Money than Paid Apps


Part of an ongoing help series of articles for app developers.

While building apps for Apple and Android app stores can be highly lucrative ventures for developers, one of the hardest decisions an app developer has to make is how to get the app to pay for itself. Often the “monetization strategy” — shorthand for “how will this app make money?” — is left for last.

It’s hard enough to get discovered by consumers among the millions of already existing apps, not to mention convince people to buy it. People increasingly prefer free, ad-supported apps for their tablets and smartphones, yet many developers still aren’t sure how to tackle the free vs. paid issue. Deciding when to charge for your app, and when to try an ad-supported model, is one of the hardest decisions developers must make.

Read more in TechCrunch about:

  • Four Monetization Strategies for Apps? Actually, There Are Only Two.
  • Who Pays More for Apps: Users or Advertisers? (AKA Which Monetization Strategy Makes More Money: Free or Paid?
  • How Much Money Can an App Make With Advertising?
  • The Best Part Is: You Can Deploy Multiple Monetization Strategies

Read more on TechCrunch: How Free Apps Can Make More Money Than Paid Apps

Related articles:

August 28, 2012 - 2 years ago

Posted In PressTechnologyTrends

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