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Reach Voters at the Right Time, Right Place This Year.

Reach Voters at the Right Time, Right Place This Year

There is no industry where messaging is more crucial than in politics. A slogan can make or break your campaign. 

Messaging is 80% of the job, but the other 20% is medium. Political advertising is about sending the right message at the right time on the right platform. 

Apart from reaching people online, programmatic advertising can also drive in-person campaign strategy through a reverse funnel strategy; by understanding what people en masse online are concerned about, campaign managers can use online insights to drive effective grassroots in-person campaigns that address the public’s concerns about a candidate's views and proposals. 

If you work on a campaign trail or at a political advertising agency, keep these things in mind, especially as election season is approaching by the day. 

If and when you are ready to launch, there are a few capabilities you should consider in your digital advertising strategy: 

  • Geo-targeted content strategy
  • Voter list quality 
  • Cross-platform reach

Geo-targeted content strategy 

Political attitudes, bureaucratic issues, and government bottlenecks are region-specific, especially in the United States. In a country as diverse as its cultural and socioeconomic backgrounds, a “more than” one-size-fits-all approach is needed when catering to Americans' needs. 

You must take a geo-targeted approach when creating your ads, whether static, carousel, video, or banner. Your messaging should vary from region to region and be targeted as granularly as city/district. Mobilizing local voters means reaching them at the regional level, even in digital campaigns. 

Voter list quality 

There are two things that really matter when it comes to voter lists: regularly updating them, and accessing data partners that have a "high-match" rate against your voter lists. For the former, it's important to update the classification of your list daily based on Early Voters, Absentee Ballot Requests, and New Voter Registrations. And don't forget to exclude people who already voted in order to reduce wasted ad spend. For political clients, the speed of Voter List to addressability is vital.

When you have a good voter list, then it's about finding the right data partner (ex. LiveRamp, i360) that can closely match the criteria of your existing voter list. This might mean you use more than one partner to get a high match rate.

Cross-platform content strategy 

Along with region-specific messaging, your content strategy should also be tailored to the platform. This doesn’t mean you need from-scratch content for each platform, but the messaging must fit the medium. You should be short, succinct, and punchy for static banner ads. For video ads, you need to be human, emotional, and captivating. 

Video is undeniably powerful and should be added to your digital advertising tech stack. Ideally, you should have a single access point to CTV/OTT inventory for seamless digital and traditional TV connectivity.

If your programmatic platform has performance analytics and reporting (which it should), you can fortify your cross-channel strategy at a granular level. Half the work is analyzing; the real work comes when it's time to get creative. 

Caveat:

Political advertising faces several challenges, including ad fatigue and data privacy concerns. Comply with data privacy regulations and align yourself with brands that adhere to your campaign's principles. If your campaign's platform is vocal about sustainability, don’t engage in unsustainable or environmentally damaging activities. 

This approach builds trust with voters while maintaining high campaign performance.

As an ad tech platform political clients use, we must toot our own horn here. We offer a powerful toolkit for political campaigns, combining advanced targeting, sustainable ads, and built-in analytics and optimization features. By leveraging these capabilities, political marketers can achieve greater reach, engagement, and success. Check out our full list of capabilities. 

Let’s mobilize.

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