The Only Surefire Way To Reach Trump and His Influencers

Since the election, we've heard numerous ideas about how to reach the President-elect and his influencers. Some people have recommended advertising on Truth Social, or X, or Fox News, or various other particular sites. Some people have talked about talking to someone, who might talk to someone else, who might talk to your target.

But none of these tactics can guarantee that Trump and his team receive the message. These approaches are bank shots at best, when there is a direct path to the goal. In today's newsletter we show you that direct path.

Geofence of Mar-a-Lago

Geofence of Trump Transition Offices

West Palm Beach, FL

🔱    Focus On The Person—Not On The Platform

Many public affairs campaigns continue to default to contextual advertising. That's what running ads on Fox, or Politico, or Newsmax is by itself—it's picking the platform, and hoping that your target comes to it.

Maybe they will and maybe they won't. But the only guarantee with this approach is that the vast majority of the messages you pay for will go to people you're not trying to reach, because countless people are consuming content on these platforms at any given time. And critically, you have no way of timing your ad to the precise moment that your target may be on the platform, if they are there at all.

There is a time and a place for contextual advertising. But when you're trying to reach a highly specific target like the President-elect or his influencers, there is only one way to ensure that your message reaches the target.

This strategy is based on GPS location data, which comes from the countless mobile apps that people share location data with. These apps then resell that data to advertisers, allowing you to achieve GPS-level precision with your ad targeting.

At Neptune Ops, we use data from tens of thousands of apps to maximize our ability to reach targets. Many of the apps are household names like Uber, Instacart, and Amazon that rely on precision data to deliver your food, or pick you up on the correct side of the street. But the data also comes from thousands of weather apps, airline apps, news apps, and dozens of other categories that rely on location data. 

So we draw geofences like the above examples of Mar-a-Lago and the transition offices, capture the GPS-location data, and then advertise to any device that enters those areas. And through the use of cross-device graphs, we extend this reach to all other devices used by the targets.

We then advertise across thousands of advertising-enabled websites and Connected TV platforms, but only to the targets we have captured in the geofences. So if the President-elect is watching Fox, we reach him there, but only on his device and the other devices captured in the geofences or connected through the cross-device graph.  

This is the power of programmatic advertising. It's the opposite of contextual advertising. With programmatic advertising, we pick the person. With contextual advertising, we pick the platform.

And ask yourself, what's your target? A person? Or a platform?

Two Ways To Operationalize This Email

🔱  Decide exactly who your targets are in your next public affairs campaign. Then build your campaign based on GPS-location data to reach these precise targets.

🔱  Review your last public affairs campaign and calculate how many ad impressions actually reached your target. If you can't measure this, you're not using GPS-location data.

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🔱  If you'd like to learn more about how to deploy GPS location data in your work, please contact us today.