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Adsmovil MipTV 2013 Case Study Presentation: Adelante Obama’s 2012 Hispanic Mobile Ad Campaign

This document discusses the 2012 US presidential election and the Obama campaign's mobile advertising strategy to engage Latino voters. It notes that the Latino population and Latino voters are growing significantly. The Obama campaign partnered with Adsmovil to target mobile ads at Latino voters in key swing states in order to promote the candidate's message, voter registration, and early voting. The objective was to engage Latino voters aged 18+ in strong Hispanic media markets across battleground states.

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Case Study 2012 USA 
                                                Presidential Elections



ENGAGING MOBILE 
CONSUMERS ACROSS THE 
AMERICAS



 www.adsmovil.com ::  Jorge A. Rincon ‐ COO  jrincon@adsmovil.net @adsmovil @jorgerincon
Overview of Latinos in USA
                                                          MIPTV 2013

Hispanics by the numbers

 2.5% Percentage increase in the Hispanic population 
 between 2010 and 2011.

 27 years Median age of the Hispanic population in 
 2012. This compared with 36.9 years for the 
 population as a whole.

 The number of Latino voters has been growing for a 
 number of election cycles, and it's going to continue 
 to grow moving forward
Mobile Latinos
                                                                                MIPTV 2013


Hispanics Consumers OUTPACE non‐Hispanics with the 
adoption of Smartphones

49% of US Latinos own a Smartphone

The share of Latino adults owning a cellphone increased 
from 76% in 2009 to 86% in 2012. 

Three in four Hispanic internet users 
                                                           Says Nielsen, “mobile presents a 
say they access the internet on a cellphone, tablet or 
                                                           significant avenue of opportunity for 
other mobile handheld device
                                                           marketers looking to reach Hispanic 
                                                           consumers” 
A mobile advertising strategy to reach out to Hispanic 
voters was a must have during the 2012 presidential 
campaign. 
The changing face of America
                                                       MIPTV 2013


Time magazine cover

Time Magazine made headlines for the bold claim 
made by the magazine's cover story of March 5, 
2012. 

The cover, titled "Yo Decido. Why Latinos Will Pick 
The Next President," featured images of multiple 
Latino voters, like an omen of what it’ll come in 
November 2012.
Mobile Campaign
                                                         MIPTV 2013

   The Obama Campaign

Outreach and the message to the Latino community 
was vital for the 2012 Presidential  Campaign

The Obama Campaign reaches out to us to carry out 
the mobile campaign on key battleground states

Key battleground states or swing states is a state in 
which no single candidate or party has overwhelming 
support in securing that state's electoral college 
votes.
Mobile Campaign
                                                             MIPTV 2013

 The Obama Campaign
Objective : Engage voters, promote the candidate’s 
message to the Hispanic community and promote voter 
registration and early voting on specific strong Hispanic 
DMAs. 

Targeted Audience: Hispanic Voters 18+ 

Strategy: Leverage Adsmovil’s Mobile Advertising 
Network to reach the Hispanic electoral voters in 
battleground states

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Adsmovil MipTV 2013 Case Study Presentation: Adelante Obama’s 2012 Hispanic Mobile Ad Campaign

  • 1. Case Study 2012 USA  Presidential Elections ENGAGING MOBILE  CONSUMERS ACROSS THE  AMERICAS www.adsmovil.com ::  Jorge A. Rincon ‐ COO  jrincon@adsmovil.net @adsmovil @jorgerincon
  • 2. Overview of Latinos in USA MIPTV 2013 Hispanics by the numbers 2.5% Percentage increase in the Hispanic population  between 2010 and 2011. 27 years Median age of the Hispanic population in  2012. This compared with 36.9 years for the  population as a whole. The number of Latino voters has been growing for a  number of election cycles, and it's going to continue  to grow moving forward
  • 3. Mobile Latinos MIPTV 2013 Hispanics Consumers OUTPACE non‐Hispanics with the  adoption of Smartphones 49% of US Latinos own a Smartphone The share of Latino adults owning a cellphone increased  from 76% in 2009 to 86% in 2012.  Three in four Hispanic internet users  Says Nielsen, “mobile presents a  say they access the internet on a cellphone, tablet or  significant avenue of opportunity for  other mobile handheld device marketers looking to reach Hispanic  consumers”  A mobile advertising strategy to reach out to Hispanic  voters was a must have during the 2012 presidential  campaign. 
  • 4. The changing face of America MIPTV 2013 Time magazine cover Time Magazine made headlines for the bold claim  made by the magazine's cover story of March 5,  2012.  The cover, titled "Yo Decido. Why Latinos Will Pick  The Next President," featured images of multiple  Latino voters, like an omen of what it’ll come in  November 2012.
  • 5. Mobile Campaign MIPTV 2013 The Obama Campaign Outreach and the message to the Latino community  was vital for the 2012 Presidential  Campaign The Obama Campaign reaches out to us to carry out  the mobile campaign on key battleground states Key battleground states or swing states is a state in  which no single candidate or party has overwhelming  support in securing that state's electoral college  votes.
  • 6. Mobile Campaign MIPTV 2013 The Obama Campaign Objective : Engage voters, promote the candidate’s  message to the Hispanic community and promote voter  registration and early voting on specific strong Hispanic  DMAs.  Targeted Audience: Hispanic Voters 18+  Strategy: Leverage Adsmovil’s Mobile Advertising  Network to reach the Hispanic electoral voters in  battleground states
  • 7. Jorge A. Rincon COO jrincon@adsmovil.net www.adsmovil.com @adsmovil @jorgerincon