PRESIDENTIAL ELECTION 2016 YOUR DIGITAL ROADMAP
PRESIDENTIAL ELECTION 2016 A lot has changed in media since the last election. Digital has overtaken TV as the most popular media channel in terms of time spent, mobile penetration and usage have continued to explode, and digital targeting technologies have become increasingly sophisticated. How can you capitalize on this rapidly evolving media landscape while ensuring the best return on your advertising investment this campaign season? It begins with a strategic digital presence spanning all three phases of your campaign. FUNDRAISING PERSUASION GET OUT THE VOTE Source: emarketer, 2013.
By combining these solutions with Undertone s comprehensive suite of eye-catching creative formats, your voters can be driven to donate, submit their email address, share content via social, and more. These actions are key to helping establish a foundation from which to build your campaign in the months that follow. PHASE 1: FUNDRAISING This critical phase sets the stage for the remainder of your campaign through email acquisition, donations, and establishing your message early on. When it comes to narrowing in on your base and making sure every impression counts, you need the right local targeting strategy. Undertone offers three specific local solutions that enable you to deliver your fundraising message to the right audiences across screens: DRIVE TO SOCIAL CLICK TO DONATE GEO-TARGET Reach relevant local audiences by targeting your ads to a specific DMA, state, city or zip GEO-FENCE Serve relevant messages when a voter is close to a particular location GEO-SOCIAL Extend reach by targeting users who are often in close proximity with your specified demographic SUBMIT E-MAIL
PHASE 2: PERSUASION The persuasion phase is all about maximizing awareness, driving candidate opinion, and gaining momentum leading up to November 8th. This phase, which should span up to six months for maximum performance, requires a strategic combination of creative and targeting tactics to maintain voter attention. Coupling a smart digital campaign with your TV buy is key for getting the most out of your HIGH IMPACT ADS: DELIVER ACHIEVE GREATER UNAIDED BRAND RECALL HIGHER OVERALL LIKEABILITY 124% 40% ARE 61% MORE LIKELY TO BE SHARED VIA SOCIAL ARE 58% MORE LIKELY TO ELICIT RECOMMENDATIONS...THAN STANDARD DISPLAY advertising investment during the persuasion phase of your campaign. Undertone offers proven targeting technologies that enable you to effectively extend the reach and/or frequency of your TV campaign online. We also offer a suite of solutions that enable you to bring your TV spots to life online, including rich media overlays, click to donate buttons, social apps, and more. Another creative solution ideal for the persuasion phase is high impact. In a recent study we conducted with Ipsos ASI, it was proven that high impact formats are successful in driving key campaign metrics such as recall and likeability. Source: Undertone and IPSOS, 2013
CUSTOM HIGH IMPACT TEMPLATES DRAMATICALLY IMPROVE CAMPAIGN TURNAROUND TIME CAMPAIGN AMPLIFIER: YOUR HIGH IMPACT SOLUTION Consumer-driven brands have been tapping into the power of high impact for years now, but up until recently, these formats have been difficult for political campaigns to use due to lengthy turnaround times. This election season, we have developed a solution that finally makes high impact accessible even to candidates with the tightest timelines. Undertone s new Campaign Amplifier solution enables you to get all creative approvals out of the way upfront. So, during the busy election cycle, all you ll need to do to activate your high impact unit is sync your latest social or video content. It s that simple. FULL-PAGE BILLBOARD HALF-PAGE
PHASE 3: GET OUT THE VOTE With more than 42% of eligible US voters not turning out for the last presidential election, the importance of the weeks leading up to the election cannot be underestimated. The best way to drive maximum awareness amongst your target demographic during this time is to take the tactics from the persuasion phase to the next level. Whether it s expanding your campaign to mobile devices, further narrowing your targeting strategy, or simply increasing the impressions you deliver, Undertone s campaign management and performance teams know what it takes to maximize performance. Our suite of mobile solutions are particularly powerful for this phase of your campaign. In the weeks leading up to the election, leverage smartphone and tablet units to surround swing voters while they re on the go and, on Election Day, use these units to drive voters to polling stations during peak hours. FINAL THOUGHTS THIS CAMPAIGN SEASON IS UNLIKE ANY THAT HAS COME BEFORE. The continuous growth of digital means that in order to stay ahead of your opponents, your campaign strategy must evolve. By getting ahead of the game early, you can pave the way for a successful path to November 8th. Source: Bipartisan Policy Center, 2012.
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