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Intensive Workshop: Digital Advertising for Public Affairs
March 30, 2017
Washington or Virtual


9 a.m.

9:30 a.m.
Building an Integrated Digital Advertising Campaign

We’ll start the day by taking a broad view of the various options and capabilities in digital advertising. We will walk you through the steps of how to build a campaign, what to measure and monitor and how to optimize for success. In addition, attendees will hear case studies from two organizations who recently completed successful public affairs digital advertising campaigns.

Moderated By:

Nick DeSarno
Manager, Grassroots and Communications
Public Affairs Council



Adjoa Adofo
Director of Communications
Better Medicare Alliance
Mary Schaper
Digital Communications Manager
American Petroleum Institute


10:30 a.m.
Search Engine and Data-Based Advertising

This session will examine how advertising networks allow organizations to target their ads to users across websites, and how search engine advertising can also be a very powerful tool. Policymakers and potential advocates may turn to a search engine first to find out more information about a policy issue or organization. We will also discuss how programmatic ad buying works and how sophisticated targeting using data can drive your advocacy message home to the right audiences.

Aaron Lichtig
Head of Industry
Google, Inc.
Peter Ludgin
Vice President
Audience Partners
Nick Meads
Account Executive, Advocacy and Associations
Google, Inc.


Networking Lunch

12:45 p.m.
Advertising on Social Platforms

Social advertising may help your organization improve its advocacy and public affairs efforts. Hear about the latest developments in advertising and engagement on Facebook, Twitter and LinkedIn. In addition, we will give an overview of unique advertising offerings on these social platforms, as well as recent case studies.

Andrew Carroll
Politics, Government, & Advocacy Sales
Erica Pyatt
Senior Account Executive – Advocacy & Government
LinkedIn Corporation
Mike Senich
Client Partner


2:45 p.m.
Networking Break

3 p.m.
Native and Sponsored Content Advertising

A growing trend in digital advertising is the practice of online news publishers offering sponsored or branded content. This session will examine how industry-leading publications are developing new ways for organizations to be heard in the policy arena through unique forms of advertising and sponsored content development.        

Jacquelyn Cameron
Vice President of Client Solutions
The Washington Post
Johanna Derlega
The Hill


4 p.m.