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

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

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Mobile technology played a big part of the election presidential campaigns, from the registry process, to persuading last-minute deciders. A mobile advertising strategy to reach out to Hispanic voters was a must have during the 2012 close campaign. The Obama campaign opted to use Adsmovil’s mobile ad network to extend their engagement with the Hispanic user on key battleground states; and the approach paid off.

Mobile technology played a big part of the election presidential campaigns, from the registry process, to persuading last-minute deciders. A mobile advertising strategy to reach out to Hispanic voters was a must have during the 2012 close campaign. The Obama campaign opted to use Adsmovil’s mobile ad network to extend their engagement with the Hispanic user on key battleground states; and the approach paid off.

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

  1. 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. 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. 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. 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. 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. 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. 7. Jorge A. Rincon COO jrincon@adsmovil.net www.adsmovil.com @adsmovil @jorgerincon

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