POLITICAL TOOLKIT Midterm Elections 2014

Transcription

1 POLITICAL TOOLKIT Midterm Elections 2014

2 SIMPLIFY YOUR STRATEGY. MAXIMIZE YOUR EFFICIENCY. The average American owns four digital devices. The average American now spends 60 hours a week consuming content across their various digital accessories. How can you simplify your media strategy in this fast-changing landscape, maximize the hours in your day, and make sure the most of each dollar you spend supports your end goal?

3 AOL ADVERTISING An experienced, scalable and seamless multiscreen partner Your Goals Our Toolkit Awareness AOL Exclusive Inventory List-Building Advertising.com Persuasion AdLearn Open Platform Get Out The Vote Video Fundraising Premium Formats

4 DATA DRIVES BETTER RESULTS Data is at the heart of everything we do. Eliminate wasted impressions with sophisticated targeting. A SAMPLING OF OUR PARTNERS Our Data AOL s rich archive of 1st party household data, in conjunction with all major third party data partnerships (including voter file) enables you to target voters with precision and maximum household level scale across ALL screens. Geo Targeting Target by State, DMA, Congressional District, Current Location (Geo-fencing).

5 AOL OWNED & OPERATED AOL brands like AOL.com, Huffington Post, Mapquest, and Techcrunch bring compelling original content and services to the most valuable audiences. Our editorial voices drive influence across desktop, mobile and tablet redefining how content is created and socialized. Reach 101M unique visitors Registered voter reach 43M unique visitors Engagement 17 MINS per day

6 Scale Reach 80% of any audience in a single buy across all screens. Quality Advertising.com is the largest real-time marketplace for exclusive premium desktop, mobile, and tablet inventory. Upfront purchase commitments with 74 of Comscore s top 100 publishers. Low session depth impressions insure your message breaks through. Technology With 10+ years and $100M invested in our AdLearn optimization platform, we ll get the right message in front of the right voter at the right time. Risk-free pricing List building and fundraising may have the ability to be priced on a cost per acquisition basis. Speak to your AOL Sales Representative for more info. Control When you seek full control of your campaigns, AdLearn Open Platform (AOP) is our DSP solution. AOP provides second-price access to our entire Advertising.com network in addition to every major exchange. ADVERTISING.COM Broadcast your message at scale or target your base across the premium web with Advertising.com and our AdLearn Open Platform Technology.

7 PREMIUM VIDEO Online video consumption has increased 57% from 2013, clocking in more than 35 billion viewings. With more than 144M unique visitors per month, AOL has become the largest premium video network. All screens Programming a unique experience to reach the right consumer at the right time - across all devices. Find your base Target by demo, geo or audience behavior, or by one of our 15 content channels. TV to online retargeting TV categories Dayparts Viewership (heavy/light) Combination of segments Social Affinity Targeting Offline TV viewership (types of programming watched) Combination of segments

8 GET OUT THE VOTE Less than half of the population votes during midterm elections. Drive voters to the polls on Election Day with these unique opportunities. Geo-netblocks Drive mass awareness in a short period of time with optimized frequency across our entire premium Advertising.com network (available on desktop and mobile). Target by geo, demo, and/or audience behavior. Mobile firstview Get in front of every voter who comes to our AOL owned and operated mobile sites sideways. Regardless of the page they visit first, your candidate owns the first impression the consumer sees for maximum impact.

9 ACCELERATE YOUR CAMPAIGN WITH AOL PREMIUM FORMATS Standard banner ad units have long been advertising staples, but your candidate needs display ads that mirror the rich storytelling experience they get from television. Send voters through the entire marketing funnel in one execution with the AOL Devil unit. Discovery Educate voters with engaging video or high impact images Social feeds Syndicate the latest news and campaign updates Call to action Generate donations or build your list with an address capture Road Devil Accompany the voter on the go 11% 4% 24% Lift in intent Lift in online ad Awareness Lift in sponsorship association

10 EXAMPLE CAMPAIGN CALENDAR Kick-Off Voting day AWARENESS LISTBUILDING/ DONATIONS PERSUASION GOTV ADVERTISING.COM (desktop/mobile/tablet) X X X X AOL OWNED & OPERATED (desktop/mobile/tablet) X X VIDEO X X X PREMIUM FORMATS X X X X NETBLOCK/FIRSTVIEW X

11 THANK YOU Contact AOL Advertising: Mike Balabanov Account Director, Elections & Advocacy P: Matt Ross Account Director, Elections & Advocacy P: