A conservative think tank is planning to target mobile ads to reporters and conservative activists converging on Washington, D.C. for Supreme Court arguments to be heard Monday in relation to the Affordable Care Act case.
American Action Forum, a policy think tank that supports the case to overturn the new healthcare law, will aim ads to mobile devices from Monday through Wednesday during specific morning and afternoon hours when people are expected to be outside the Supreme Court Building and other key spots.
"Our goal is to reach conservative activists attending the hearings as well as the media covering them," said Christopher Georgia, digital director at American Action Forum, the think tank associated with the American Action Network
Mobile search and display ad messaging will position the forum as a leading intellectual force in arguing against President Obama's signature healthcare law. The organization has filed three amicus briefs backing its stance. The ads will link to a page featuring those briefs, in the hopes of generating media coverage of the group and its arguments. In addition to the area around the court, the forum will target ads to the Capitol and the 400 N Capitol building, home to several media outlets. The court is expected to be packed and to generate lots of buzz outside.
"We're trying to get that message out there and use mobile advertising as a tool for reporters to see this," said Georgia. The group's president will also be present outside after oral arguments when reporters are seeking interview subjects.
Georgia said the forum is spending "four digits" on the three-day effort. Though a relatively small expenditure, he believes the ads will reach their intended targets.
"The forum is getting involved in this because of the economics of the case," said Georgia. "There's an economic argument to be made on why the Affordable Care Act is not the correct policy approach to this."
The forum may decided to extend the mini-campaign, he added.
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Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.
December 12, 2013
1:00pm ET / 10:00am PT