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Exclusive Marketing insights from the 2008 Barack Obama Presidential Campaign
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Exclusive Marketing insights from the 2008 Barack Obama Presidential Campaign



Learn exclusive insights about how the 2008 Barack Obama Presidential Campaign used transparent Cost-per-Lead advertising to build an engaged community.

Learn exclusive insights about how the 2008 Barack Obama Presidential Campaign used transparent Cost-per-Lead advertising to build an engaged community.



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Exclusive Marketing insights from the 2008 Barack Obama Presidential Campaign Presentation Transcript

  • 1. Exclusive Insights from the 2008 Barack Obama Presidential Campaign 10/19/2009
  • 2. Agenda How the Online Advertising Market is Changing How Online Advertising Strategies are Changing Exclusive Insights from the 2008 Barack Obama Presidential Campaign
  • 3. How the Online Advertising Market is Changing
  • 4. market dynamics Performance Advertising Growing at Expense of CPM Models Performance “It’s no secret that CPM advertising “The Internet is more and more a delivers poor returns” Performance-driven model” - Sam Parry - Imran Khan Director of Online Membership & Activism Managing Director, J.P. Morgan Environmental Defense Fund
  • 5. growth driven by CPC/CPL But there have been Problems with Search • Increasing Cost of Keywords: Difficult to generate ROI • Lack of transparency: How do search algorithms work? • Ability to monitor ROI: Tenuous link between clicks and conversions/sales “Google is potentially stretching for dollars …it has begun displaying more ads for some keywords.” -- John Aiken Majestic Research
  • 6. market dynamics During the last slowdown, CPC grew; this Recession CPL growing Y Y T T Y Y G G R R O O W W T T H H CPM  CPC CPC  CPL eMarketer 2000 – 2011 Search Advertising Spend IAB PWC Internet Advertising Report IMF
  • 7. CPL is the next stage in performance marketing Advantages of CPL “CPC pricing models are a placeholder for CPL” Pay only for qualified leads - Daniel Taylor Senior Research Analyst – No wasted clicks/impressions Yankee Group – ROI 3- 8X more than search “CPL advertising allows you to invest Transparent money where you actually drive results” - Kate Johnson – 2008 breakthrough year Personal Care Consumer Relationship Marketing Manager, Kimberly-Clark – Better optimization Greater ROI measurability “The movement to CPL is huge. With CPL, we can be brand focused and – Map lead directly to deliver ROI” sale/conversion - Michael Wunsch Director of Interactive Marketing LeapFrog Interactive
  • 8. How Online Advertising Strategies are Changing
  • 9. branding is no longer about broadcasting
  • 10. instead it is all about engagement Loyalty Programs Email Newsletters Direct Mail Lists Community Sites/Twitter
  • 11. the 2009 branding campaign Three Stages ACQUIRE ENGAGE BRAND interested consumers with email in relevant ways @ 11
  • 12. acquire interested consumers Deploy mix of high ROI CPC/CPL advertising CPL guidelines – Generate marketing leads • Basic information • Unique to your brand • Leads never resold – Ensure complete transparency – Contextual • Capture lead in relevant environments
  • 13. acquire interested consumers Start with low hanging fruit Collect basic information – Name – Email – Zip – Increase initial response rates Collect additional information over time
  • 14. engage with email Long life time value: 3- 7 years Returns per email address: $118 Favored by marketers – Datran Media Survey • 80.4% of executives chose e-mail as best ROI • 63.2% placed customer acquisition as most important Favored by consumers – Epsilon survey • 56% of recipients of permission-based email from retail companies said they were more likely to make purchases
  • 15. engage with email Branding and ROI not a Darwinian relationship Rather their relationship is symbiotic Convergence of branding and ROI – Email “On the front-end CPL advertising allows us to brand with better visuals than say, CPC “Our research shows that engaging advertising. On the back-end we can consumers in a relevant way through email communicate with consumers based on is far more effective for branding than a their preferences and improve branding Run of site CPM buy.” metrics.” Michael Wunsch - Kate Johnson Director of Interactive Marketing Personal Care Consumer Relationship Marketing LeapFrog Interactive Manager, Kimberly-Clark
  • 16. brand in a relevant way Purchase Intent Research 16
  • 17. Exclusive Insights from the 2008 Barack Obama Presidential Campaign
  • 18. barack obama online advertising campaign Objectives Enhance Obama brand – Hope & Change Drive guaranteed returns – Generate guaranteed number of leads – Time period – in an election, a little late is too late Increase voter registrations Increase donations Build database to engage voters Do all of the above cost-effectively
  • 19. What the Obama Campaign did Right Lessons For Brand Marketers
  • 20. open minded Able to spot new trends and adopt new approaches We approached all political campaigns – John McCain – Hillary Clinton – John Edwards – Barack Obama
  • 21. acquire Used High ROI Strategy Used high ROI vehicles Bulk of investment against CPC/CPL advertising – Spent more with Pontiflex in six weeks than on Washingtonpost.com in the entire year
  • 22. acquire Used High ROI Tactics Used CPL display banners – Deployed Pontiflex AdUnit X banners • User information captured within banner • No landing page Used co-registration creative – Reputed publishers Complete transparency 160 X 600 AdUnit X Banner
  • 23. acquire Collected Basic Fields Collected basic fields to reduce drop off
  • 24. acquire Kept Campaign Management Simple Single point of connection – Open: no restrictions on publishers Publisher 1 • Automated mundane tasks – IOs, traffic creative, etc. – Focused resources on adding value Publisher 2 Publisher 3
  • 25. engage with email Communicated with database through regular email updates Regular cadence of emails Looked beyond the computer – Mobile devices – Text messages – iPhone app (over 30,000 messages) Continue to engage voters even after election – Change.gov
  • 26. brand in a relevant way Used email to direct users to a variety of venues Social Donations Niche sites
  • 27. in summary ACQUIRE ENGAGE BRAND interested with email in relevant ways consumers @ Social 27
  • 28. About Pontiflex
  • 29. about pontiflex About Pontiflex Industry’s first open and transparent cost-per-lead (CPL) market Progress Explosive Revenue Growth; Major Clients: Obama Campaign, Kimberly Clark, eFax, Coldwater Creek, leapfrog Interactive and many others. Employees & Offices 22 employees; Brooklyn, New York & Pune, India Executive Team Involved in online advertising since its inception; Leadership roles at Amazon, IBM and Ogilvy
  • 30. pontiflex Open – Work with any and all qualified publishers – Import publishers for free to Pontiflex and manage campaigns from a central point of connection Transparent – See where your offers are running – Optimize campaigns by source – Front end metrics – Backend metrics (open rates, click rates, etc)
  • 31. Pontiflex enables real-time follow-up Optimize on the basis of follow-up email clicks/conversions/sales
  • 32. Pontiflex AdLeads Single point of connection for campaign setup, management and optimization Makes CPL advertising as easy as search engine marketing – Manage entire campaigns using intuitive drop-down menus Using Pontiflex AdLeads is simple:
  • 33. Pontiflex AdLeads Get an account at http://www.pontiflex.com today and start transparent CPL advertising in less than 15 minutes
  • 34. Thank You! Please feel free to call or email me: Jeff Gottesman jg@pontiflex.com 718.801.8491