When Bernie Sanders spoke at a campaign rally Friday in the Northern California city of Cloverdale, there was a live-stream of the event, just as there have been for many of his well-attended gatherings. But this time the live-stream showed up in ads aimed at millennial-age voters.
The campaign, in conjunction with the Sanders camp's digital agency Revolution Messaging, on Monday rolled out ads across California showing a live-stream of a get out the vote rally in San Francisco featuring bands and entertainers including Dave Matthews, Fishbone and Danny Glover.
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The Sanders camp is hoping for a big turnout among young voters who haven't yet voted by mail in California, which holds its much-anticipated primary today. The vote is considered by many to be a last shot for the Democratic senator from Vermont to suppress rival Hillary Clinton's momentum.
Ms. Clinton needs just 23 delegates to meet the 2,383 needed to clinch the party's nomination; that number includes highly controversial superdelegates which Mr. Sanders aims to win over to his side. He has 1,561 total delegates.
Traction Labs allows people to view live-streams in ad units for as long as they want, and is charging the Sanders campaign on a cost-per-30-second view basis. The company serves ads throughout a network that includes sites such as TechCrunch and The Huffington Post.
Execs at Traction Labs said they will measure in real-time what people are saying about the live-stream through sentiment analysis of viewers.