Political Campaigns

Sample Campaign

  1. It is easy to get lists of registered Democrats and Republicans and those can be useful, but purchasing otherwise segmented lists can be more helpful in a political campaign. In the case study below, Eric Garcetti’s campaign for Mayor of LA got a big boost when they purchased lists of households speaking only Spanish and Spanish speaking households also speaking English. (500000 in total, see below for details)
  2. Say there are 250000 matched IP addresses and in a concentrated two week campaign right before the election, drop 25 impressions per match for a total of 6250000 impressions for the campaign.
  3. Your message can be directed at the segment you chose.
  4. All banner ads are seen…no cookies…so not blocked…every viewer is a possible buyer!
  5. You control day parts, daily frequency and choice of banner, animated or video ad
  6. You need banner ads and landing page…we help in the creative process
  7. We perform match-back analysis at end of campaign to compare effectiveness of the list receiving banner ads compared to the non-matched, no ad list.

Actual Case Study Results

Eric Garcetti’s 2013 Campaign for Mayor of LA

  1. Now Mayor Garcetti was President of the City Council of LA and running in a close race for mayor
  2. His campaign team segmented lists of households speaking only Spanish and Spanish speaking households also speaking English totaling 500000.
  3. Approximately 250000 were matched to a home IP address and received banner ad treatment…in the appropriate language.
  4. 28 impressions were dropped per match for a total of 7 million campaign impressions in a concentrated campaign two weeks leading up to the election.
  5. Click through rates were 10 to 17% higher than average for the campaign.
  6. Mayor Garcetti won the election with 53.9% of the vote.

Protocol Access More Effective Than Retargeting!