As Republicans advance in secret towards their July 4th health care deadline, today the Democratic Senatorial Campaign Committee is launching full-screen Google takeover ads featuring new versions of the DSCC’s ad “The Price” — specifically highlighting how Rick Scott’s health care agenda will spike costs and strip coverage for hardworking families.
The ads utilize Google’s innovative “full-screen takeover” advertising feature, which expands video content across a viewer’s entire screen and are especially effective at reaching mobile viewers and ‘cord cutters’ who consume television lightly. The DSCC is the first campaign organization to utilize Google’s full-screen takeover format during the 2018 cycle. An example of the full screen takeover format is available here.
The ad will reach targeted voters in Florida who comprise key elements of the 2018 midterm electorate, including older, women and swing voters as part of an ongoing six-figure digital ad buy.
“Rick Scott cannot escape the toxic impact his health care proposals will have: spiking costs, sabotaging care and stripping coverage for hardworking families in order to give another handout to himself and big insurance companies,” said Democratic Senatorial Campaign Committee Spokesman David Bergstein. “This week the stakes for middle class families could not be higher — if Scott has his way the consequences for Floridians who actually work for a living will be expensive and horrific. We are standing with voters in opposing a plan that is deeply unpopular in Florida, and will hold Gov. Scott accountable for his actions.”
The DSCC first launched its 30-second health care spot, “The Price,” – described as “gut punch of an ad” by MSNBC’s Rachel Maddow – when the GOP released its devastating health care plan in March alongside a health care website. The DSCC also released targeted Google search advertisements highlighting potential GOP Senate candidates’ support for the Plan, and most recently the DSCC launched 6-second, non-skippable YouTube ads in 9 battleground states – becoming the first national campaign committee to utilize YouTube’s bumper ad format during the 2018 campaign cycle.
For additional information about the 2018 health care dynamics in Senate campaigns, please see the DSCC’s recent memo, “2018 Health Care Dynamics Crystalize Against GOP Senate Candidates.”