Jacob Hawkins | The Convergence of TV and Digital

Campaign War Stories

For years political TV vendors fought digital at every turn. They called it a fad. They said it didn’t move numbers. They did everything they could to put the digital team at the kiddie table. Now they see the opportunity to grab a quick buck so they evangelize streaming products while claiming they’re better suited at those placements than the digital team. We call bullshit.

🎙️ In this episode with Jacob Hawkins, we explore the evolving landscape of digital spending in political campaigns:

💻 We delve into the concerning trend of reduced digital spending on persuasion efforts, despite the increasing popularity of cord-cutting among audiences.

📺 Discover the sudden shift of TV vendors into the digital space, and the implications this has for campaign strategies.

🖥️ Explore the importance of digital vendors in crafting and placing digital creative content, and why this is essential for effective digital campaigning.

🔮 Look ahead to the future of digital campaigning, discussing potential trajectories and innovations in the upcoming election cycles.
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Jacob Hawkins is an ultra-competitive digital operative with over a decade of experience strategizing and executing award-winning political and public affairs campaigns. He currently serves as Vice President at LINK Public Affairs. His experience includes consulting on presidential and statewide campaigns, the highest-spending ballot initiatives in history, and leading the launch of a $300MM+ education foundation as its first Executive Director. He can build a digital program from the ground up: from identifying and acquiring target audiences, to
developing software platforms and websites, to designing and placing advertisements.
Jacob is a graduate of Georgia College in Milledgeville, where he restored a former Governor's home and historic house (The Samuel Rockwell House). He resides in Atlanta with his wife Lenze.