Lotame Solutions art of Political campaigning microtargetingPresentation Transcript
The Art of Political Campaigning Advanced Microtargeting June 17, 2011
Political Campaigning: Then & Now
The days of winning elections by shaking hands and kissing babies are long gone.
“ Old election tech” has given way to micro-targeting, social media and the never-ending news cycle.
Welcome to the radically new world
of 21 st century, tech-driven political campaigning.
Digital Elections: 2008, 2010 and Beyond
United States: 2008 Campaign – “While social media garnered the bulk of the media coverage, innovations such as downloadable voter registrations available on Facebook and, more important, a 13.5 million person email list were chief accomplishments of the 2008 digital team. The influx of new voters and new energy resulted in some $500 million being raised online from 3 million donors, most in increments of less than $100 (and much of it spent on TV advertising); 35,000 groups organized through the Web site My Barack Obama.”
Source: AdAge June 2011
The Precision Imperative
The need to precisely align political messages with appropriate, receptive, and ‘friendly’ constituencies is more critical than at any point in our political history.
There is increasing voter antipathy.
The average voter has neither the time nor the inclination to wrap their mind around myriad issues (taxes, wars, education, health care, etc.)
Embracing Technology Innovations
Taking full advantage of aggressive targeting and activation within digital media is no longer an option, it’s a necessity
Master micro-targeting within digital to:
Reach precise audiences
Identify and activate “friendlies”
Encourage pass-along and viral engagement
Every great journey begins with a few small steps
The Lotame Posture and Perspective
Lotame is a data-driven Internet advertising platform that specializes in reaching and activating precise audience segments
We were an active player in dozens of campaigns during the 2010 election cycle and are ramping up for 2012
Online Targeting Strategies
Target by geo: region, state, congressional district, or zip
Target by age and gender
Target by known affiliation
The Second Level
Target by more nuanced political views and behaviors
"Mobilization" refers to an audience of people who are active within your political party and will definitely vote for your candidate. The goal is to get these people to spread the word, donate, etc.
"Persuasion" refers to an audience of people who are undecided as to which party's candidate they will be voting for and the goal is to persuade these people to vote for your candidate.
Online Targeting Techniques
Political BT: We analyze how individuals interact with websites - where they go, what they do, etc.
Custom surveys: We gauge party affiliation and intensity of activity/involvement via in-banner studies fielded online
Profile data: We leverage data from social media profiles and other third party sources
Affinity Tools: We scale audiences using look-a-like algorithms
EXAMPLE: We identify behaviors and interests of those in the Mobilization audience and intelligently expand the reach people originally unconsidered who look, act and respond in similar ways
Campaign Optimization: Lotame will continually adjust the targeting of the campaign based on specific campaign objectives
driving traffic to a candidate's site
getting individuals to donate to a candidate's campaign
increasing awareness of a candidate
Increasing favorability of a candidate
increase intent to vote for a candidate
Engaging Creative Executions
Lotame will execute and deploy several different types of creative units to meet the campaign’s objective :
Expandable video units
The Bottom Line
Lotame has achieved success in meeting and exceeding various campaign objectives: CTR, VCR, Conversion Rate, Interaction Rate, Brand Awareness, Intent to Vote, etc.
No one behavior or data point drives these outcomes – still “art” in the process
We optimize each campaign towards the target objective for that individual campaign
EXAMPLE levers: inventory placement, creative type, user behaviors, time of day, etc
Case Study: Rubio Prevails
Lotame’s Role in Rubio’s Win “ Lotame Solutions, collected data and ran microtargeting for Rubio’s campaign. The firm’s not-so-simple task was to create a universe of voters and divide them into three groups: mobilization voters, persuasion voters, and opposition voters. Mobilization voters were Rubio’s hardcore supporters, energized enough not just to vote for him, but to lobby others to do so as well. Persuasion voters were just supportive enough to pull the lever for Rubio. Opposition voters, on the other hand, were dead set against Rubio and were unreceptive to any of the Rubio campaign’s messages.”
Privacy, privacy, privacy
Play by the rules and take the high road
There’s “data” and then there’s DATA
Start early – latecomers will miss out on data aggregation, relevant inventory (“cross-over”) and optimization