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Case Study: Political Strategies
2
Political Strategies – Audience
Extension
Awareness
Interest Intent
Purchase
RETARGETING
CONTEXTUAL
DEMOGRAPHIC
GEOGRAPHIC
BEHAVIORAL
3
We provide campaign planning and management expertise that leverages data,
consumer purchasing habits, purchasing windows and buying funnel to establish
consistent communication throughout the purchasing journey.
IP TARGETING
SEARCH RETARGETING
TARGETING
PLATFORMS
DESKTOP
MOBILE
VIDEO
EMAIL
Digital Strategies
Audience Extension
Digital Political Strategies
Audience Extension
4
We’ll optimize across content targets, data sets &
platforms based on performance
Frequently Used Targeting Mix / Options
Gen. Pop
• Run of network within target zip codes of your direct market area
Frequently Used Content Targeting Options
• Political, News and Information, Education, Entertainment
Data Targeting
• Party Affiliation
• Demographic
• Education Levels
• Family / Kids in Home Age 13-17 yrs old
• Career / Occupation
• IP / Specific Physical Address List Matches
• Look Alike Data of Converters
Retargeting
• Desktop site visitors
• Display & pre-roll
• Search retargeting
Multi-platform Targeting – Right Audience Across All Screens
Political – Candidate
Digital Marketing Case Study
Company Overview
The Plan
The Results
Our client was a
candidate running for
governmental office
and looking for an edge
in his campaign.
We planned to target
every voter county-
wide who had voted
in the last three
Democratic or
Republican primaries.
We then leveraged IP
Targeting to hyper-
target Republican
primary voters in an
area with a heated
Republican primary.
We also IP Targeted
fidelity Democratic
voters in an area with
a hotly contested
Democratic primary.
The campaign was
a success with 31%
higher then
expected win rates
and with an overall
win percentage of
75%.
We also found that
in the hyper-
targeted areas
there was 17%
more overall votes
due to the digital
marketing
campaign.
Legislative campaigns
in Kentucky are non-
partisan because of the
down-ballot nature of
these races and are
typically focused on
name ID instead of
larger campaign issues.
In the digital
advertising campaign
we needed to increase
name ID for the
candidates among
likely primary voters.
The Challenge
5
Political – Ballot Initiative
Digital Marketing Case Study
Company Overview
The Plan
The Results
The Challenge
6
Political Ballot
Initiative
We used IP Targeting
& client-supplied data
of those who had
requested a ballot,
along with data on
voter registration.
Then we scrubbed this
data against our
proprietary
technology to deliver
display
advertisements to the
targeted voter
households.
Over the course of
one week we
delivered 120K
impressions to this list
of likely supporters.
The overall digital
campaign was a
success with a 17
point improvement
in our clients pole
and a 60/40
margin election
win. We also found
that 95% of the
funds raised were
from the targeted
households.
Internal tracking
showed our client
was trailing by 6-8
percent in a series of
recent polls. With the
impending election
there was very
limited time to use
traditional media
outlets to sway votes.
Political – Mayoral Candidate
Digital Marketing Case Study
Company Overview
The Plan The Results
The Challenge
7
Mayoral candidate
was running for
Mayoral Election and
wanted to gain an
edge in the campaign
against his
component.
We worked with the
candidate’s team to
plan and launch an
online campaign that
targeted 500,000 voters
in LA, focused on
Spanish- and English-
speaking Latinos, aged
18-46. Our IP targeting
technology can uniquely
target Internet users
within a specific
household.
“According to a report
published by the agency, they
delivered over 7 million
impressions for the Mayoral
campaign in just over two
weeks. Engage:BDR claims
that the micro-targeting
campaign bought between
10% to 17% better click-
through rates for Spanish-
speaking Latinos and English-
speaking Latinos ages 18-46.
While those returns might
sound like another dry
marketing statistic, they're—
again—the reason why
election campaigns want to
know you better than you
know yourself.”
— Fast
Company, Yes, Political
Campaigns Follow Your
Browser History
The challenge was to
cut out the noise of
other candidate’s ads
by purchasing only
relevant impressions
that can deliver
tailored messages to
specific sections of
the electorate.
Our database consists of U.S. Citizens
who are registered voters, Democrats,
Republicans, Independents, etc. The
database is comprised of self-reported
consumers that have contributed their
information through opt-in online
surveys, e-subscriptions, e-registrations
and our extensive network of permission
based websites.
8
State: Democrats Republicans Independents Registered Voters
AK 48,632 60,437 339 299,714
AL 409,033 564,942 2,170 2,041,337
AR 525,736 171,844 2,413 1,292,788
AZ 751,963 177,632 7,869 1,164,940
CA 4,712,787 1,190,655 18,552 8,169,494
CO 959,692 802,098 17,852 2,475,699
CT 687,830 316,639 2,328 1,619,256
DC 210,987 17,898 456 277,308
DE 217,125 114,584 89,437 443,946
FL 4,045,818 2,740,349 180,404 9,024,052
GA 1,078,933 792,954 13,116 2,696,318
HI 124,818 15,139 876 227,931
IA 277,422 378,822 1,510 933,459
ID 139,902 123,893 991 356,958
IL 1,865,249 674,649 11,784 3,627,033
IN 648,996 390,726 81,954 1,990,370
KS 253,613 161,823 3,024 754,118
KY 996,579 238,155 4,690 1,539,419
LA 1,097,134 538,600 14,621 2,123,194
MA 1,299,120 271,859 5,897 2,642,689
MD 992,599 282,898 8,201 1,704,752
ME 242,962 65,749 2,188 384,129
MI 1,317,937 845,377 3,765 4,991,062
MN 767,550 225,695 3,494 1,730,415
MO 868,624 370,207 4,708 1,833,218
MS 496,376 174,760 1,253 894,491
MT 81,650 18,953 1,064 198,304
NC 2,339,192 1,479,211 13,254 4,684,641
ND 61,282 9,343 1,014 95,396
NE 132,712 275,305 5,509 537,143
NH 164,962 132,869 19,246 404,030
NJ 1,308,315 595,999 105,755 2,768,219
NM 208,374 64,794 1,964 426,480
NV 561,532 345,315 14,364 1,191,671
NY 4,567,996 1,910,274 71,724 8,438,034
OH 2,007,792 1,231,359 17,754 5,872,693
OK 760,609 566,976 172,946 1,576,990
OR 779,085 123,559 2,356 1,212,063
PA 1,778,710 454,395 28,983 4,052,758
RI 264,692 57,955 559 512,119
SC 470,540 305,135 6,163 1,127,151
SD 57,651 13,121 514 179,754
TN 749,179 303,002 6,636 1,516,656
TX 2,790,798 845,739 18,393 5,590,567
UT 184,568 389,500 2,161 1,011,396
VA 1,111,006 355,630 14,613 1,994,516
VT 58,380 13,229 1,337 96,142
WA 969,270 269,449 5,762 2,083,046
WI 837,979 671,401 1,813 2,445,590
WV 215,772 27,057 1,246 349,418
WY 46,163 15,760 727 126,253
Total 47,545,626 22,183,714 999,749 103,729,120
U.S. Registered Voters by Political Party
103.7 Million Opt-In Emails
State: Democrats Republicans Independents Registered Voters
AK 48,632 60,437 339 299,714
AL 409,033 564,942 2,170 2,041,337
AR 525,736 171,844 2,413 1,292,788
AZ 751,963 177,632 7,869 1,164,940
CA 4,712,787 1,190,655 18,552 8,169,494
CO 959,692 802,098 17,852 2,475,699
CT 687,830 316,639 2,328 1,619,256
DC 210,987 17,898 456 277,308
DE 217,125 114,584 89,437 443,946
Political – Decision 2016
A Look Ahead
This election cycle there are several state and federal
positions being contested:
- United States President
- 34 US Senate Seats
- 435 US Congressional Seats
- 12 Gubernatorial Seats
- 86 of 99 State Legislative Chambers will hold
elections in 2016. (6,000+ seats)
- Additionally, 41 of the 100 largest US cities will hold
municipal elections for Mayor and/or City Council.
With political spending in 2016 is expected to top $6
Billion, with $1 Billion alone online, have you
considered how digital advertising will help your
candidate win?

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Political Case Study - AdCellerant

  • 2. 2 Political Strategies – Audience Extension
  • 3. Awareness Interest Intent Purchase RETARGETING CONTEXTUAL DEMOGRAPHIC GEOGRAPHIC BEHAVIORAL 3 We provide campaign planning and management expertise that leverages data, consumer purchasing habits, purchasing windows and buying funnel to establish consistent communication throughout the purchasing journey. IP TARGETING SEARCH RETARGETING TARGETING PLATFORMS DESKTOP MOBILE VIDEO EMAIL Digital Strategies Audience Extension
  • 4. Digital Political Strategies Audience Extension 4 We’ll optimize across content targets, data sets & platforms based on performance Frequently Used Targeting Mix / Options Gen. Pop • Run of network within target zip codes of your direct market area Frequently Used Content Targeting Options • Political, News and Information, Education, Entertainment Data Targeting • Party Affiliation • Demographic • Education Levels • Family / Kids in Home Age 13-17 yrs old • Career / Occupation • IP / Specific Physical Address List Matches • Look Alike Data of Converters Retargeting • Desktop site visitors • Display & pre-roll • Search retargeting Multi-platform Targeting – Right Audience Across All Screens
  • 5. Political – Candidate Digital Marketing Case Study Company Overview The Plan The Results Our client was a candidate running for governmental office and looking for an edge in his campaign. We planned to target every voter county- wide who had voted in the last three Democratic or Republican primaries. We then leveraged IP Targeting to hyper- target Republican primary voters in an area with a heated Republican primary. We also IP Targeted fidelity Democratic voters in an area with a hotly contested Democratic primary. The campaign was a success with 31% higher then expected win rates and with an overall win percentage of 75%. We also found that in the hyper- targeted areas there was 17% more overall votes due to the digital marketing campaign. Legislative campaigns in Kentucky are non- partisan because of the down-ballot nature of these races and are typically focused on name ID instead of larger campaign issues. In the digital advertising campaign we needed to increase name ID for the candidates among likely primary voters. The Challenge 5
  • 6. Political – Ballot Initiative Digital Marketing Case Study Company Overview The Plan The Results The Challenge 6 Political Ballot Initiative We used IP Targeting & client-supplied data of those who had requested a ballot, along with data on voter registration. Then we scrubbed this data against our proprietary technology to deliver display advertisements to the targeted voter households. Over the course of one week we delivered 120K impressions to this list of likely supporters. The overall digital campaign was a success with a 17 point improvement in our clients pole and a 60/40 margin election win. We also found that 95% of the funds raised were from the targeted households. Internal tracking showed our client was trailing by 6-8 percent in a series of recent polls. With the impending election there was very limited time to use traditional media outlets to sway votes.
  • 7. Political – Mayoral Candidate Digital Marketing Case Study Company Overview The Plan The Results The Challenge 7 Mayoral candidate was running for Mayoral Election and wanted to gain an edge in the campaign against his component. We worked with the candidate’s team to plan and launch an online campaign that targeted 500,000 voters in LA, focused on Spanish- and English- speaking Latinos, aged 18-46. Our IP targeting technology can uniquely target Internet users within a specific household. “According to a report published by the agency, they delivered over 7 million impressions for the Mayoral campaign in just over two weeks. Engage:BDR claims that the micro-targeting campaign bought between 10% to 17% better click- through rates for Spanish- speaking Latinos and English- speaking Latinos ages 18-46. While those returns might sound like another dry marketing statistic, they're— again—the reason why election campaigns want to know you better than you know yourself.” — Fast Company, Yes, Political Campaigns Follow Your Browser History The challenge was to cut out the noise of other candidate’s ads by purchasing only relevant impressions that can deliver tailored messages to specific sections of the electorate.
  • 8. Our database consists of U.S. Citizens who are registered voters, Democrats, Republicans, Independents, etc. The database is comprised of self-reported consumers that have contributed their information through opt-in online surveys, e-subscriptions, e-registrations and our extensive network of permission based websites. 8 State: Democrats Republicans Independents Registered Voters AK 48,632 60,437 339 299,714 AL 409,033 564,942 2,170 2,041,337 AR 525,736 171,844 2,413 1,292,788 AZ 751,963 177,632 7,869 1,164,940 CA 4,712,787 1,190,655 18,552 8,169,494 CO 959,692 802,098 17,852 2,475,699 CT 687,830 316,639 2,328 1,619,256 DC 210,987 17,898 456 277,308 DE 217,125 114,584 89,437 443,946 FL 4,045,818 2,740,349 180,404 9,024,052 GA 1,078,933 792,954 13,116 2,696,318 HI 124,818 15,139 876 227,931 IA 277,422 378,822 1,510 933,459 ID 139,902 123,893 991 356,958 IL 1,865,249 674,649 11,784 3,627,033 IN 648,996 390,726 81,954 1,990,370 KS 253,613 161,823 3,024 754,118 KY 996,579 238,155 4,690 1,539,419 LA 1,097,134 538,600 14,621 2,123,194 MA 1,299,120 271,859 5,897 2,642,689 MD 992,599 282,898 8,201 1,704,752 ME 242,962 65,749 2,188 384,129 MI 1,317,937 845,377 3,765 4,991,062 MN 767,550 225,695 3,494 1,730,415 MO 868,624 370,207 4,708 1,833,218 MS 496,376 174,760 1,253 894,491 MT 81,650 18,953 1,064 198,304 NC 2,339,192 1,479,211 13,254 4,684,641 ND 61,282 9,343 1,014 95,396 NE 132,712 275,305 5,509 537,143 NH 164,962 132,869 19,246 404,030 NJ 1,308,315 595,999 105,755 2,768,219 NM 208,374 64,794 1,964 426,480 NV 561,532 345,315 14,364 1,191,671 NY 4,567,996 1,910,274 71,724 8,438,034 OH 2,007,792 1,231,359 17,754 5,872,693 OK 760,609 566,976 172,946 1,576,990 OR 779,085 123,559 2,356 1,212,063 PA 1,778,710 454,395 28,983 4,052,758 RI 264,692 57,955 559 512,119 SC 470,540 305,135 6,163 1,127,151 SD 57,651 13,121 514 179,754 TN 749,179 303,002 6,636 1,516,656 TX 2,790,798 845,739 18,393 5,590,567 UT 184,568 389,500 2,161 1,011,396 VA 1,111,006 355,630 14,613 1,994,516 VT 58,380 13,229 1,337 96,142 WA 969,270 269,449 5,762 2,083,046 WI 837,979 671,401 1,813 2,445,590 WV 215,772 27,057 1,246 349,418 WY 46,163 15,760 727 126,253 Total 47,545,626 22,183,714 999,749 103,729,120 U.S. Registered Voters by Political Party 103.7 Million Opt-In Emails State: Democrats Republicans Independents Registered Voters AK 48,632 60,437 339 299,714 AL 409,033 564,942 2,170 2,041,337 AR 525,736 171,844 2,413 1,292,788 AZ 751,963 177,632 7,869 1,164,940 CA 4,712,787 1,190,655 18,552 8,169,494 CO 959,692 802,098 17,852 2,475,699 CT 687,830 316,639 2,328 1,619,256 DC 210,987 17,898 456 277,308 DE 217,125 114,584 89,437 443,946
  • 9. Political – Decision 2016 A Look Ahead This election cycle there are several state and federal positions being contested: - United States President - 34 US Senate Seats - 435 US Congressional Seats - 12 Gubernatorial Seats - 86 of 99 State Legislative Chambers will hold elections in 2016. (6,000+ seats) - Additionally, 41 of the 100 largest US cities will hold municipal elections for Mayor and/or City Council. With political spending in 2016 is expected to top $6 Billion, with $1 Billion alone online, have you considered how digital advertising will help your candidate win?