Comcast alum Robin Porter to lead new political ad sales division with elections on the horizon

LoopMe, a leading technology company that uses artificial intelligence (AI) to improve brand advertising performance, today announced from Marketing Politics: the Conference, held on January 18, 2024 in Washington D.C., the appointment of former Comcast political advertising sales director, Robin Porter, to lead LoopMe’s political advertising division. In her new role as Head of Political, Porter will build out political agency and advertiser partnerships and campaigns, offering solutions for measuring real-time voter sentiment and delivering hyper-targeted audience segments.

“We are fortunate to have Robin’s leadership as we tailor our proven AI technology across audiences, measurement and lift to the political market, in this pivotal 2024 election year,” said Lisa Coffey, global chief revenue officer, LoopMe. “Political advertisers deserve to be able to identify voter sentiment and audiences in real-time so that political candidates can reach and influence voters on key issues. This ability to find and message the right audience is what LoopMe offers through its proven AI, which has been driving 3-5x the results of industry benchmarks.”

While political ad spending is projected to surpass the $10 billion mark by the end of the 2024 election cycle, which would make it the most expensive two years in political history, political advertisers are facing unprecedented complexities in the media landscape. According to Nielsen’s November viewership report, fragmentation is at an all time high. CTV consumption has skyrocketed, with streaming taking 36.1% of viewership, cable at 28.3% and broadcast trailing at 24.9%. Furthermore, in 2024, advertisers will endure the loss of key targeting capabilities for digital with the degradation of Google’s cookie, along with the downward spiral in trust and brand safety of social media channels.

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“LoopMe’s proven and patented AI technology delivers the edge that political campaigns will need in 2024,” said Porter. “With our solutions, delivery outcomes can now move beyond simple media metrics and begin to measure a campaign’s impact in real time. LoopMe’s proprietary survey technology is integrated into each campaign, measuring voter sentiment such as candidate perception lift or increase in awareness for advocacy campaigns. The AI is constantly optimizing to drive efficiencies and greater impact for winning campaigns. We have already seen a huge response simply around the ease of execution. Automation for buyers is critical as the political pace is fast and furious.”

Porter hails from Comcast after a nine-year stint leading strategy teams for TV and streaming advertising sales. Prior to Comcast, Porter worked in the non-profit sector.

“The 2024 election cycle will include both major challenges and huge opportunities, and incrementality is needed now more than ever,” said Carolyn Xu, founder of Media Fortitude Partners. “AI is no longer a technology of the future, it’s the here and now, and its presence is only going to grow. Embracing and adapting to technological advances can empower the voices of candidates and issues to reach audiences with precision.”

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