1. © 2015 MaxPoint Interactive, Inc.www.maxpoint.com 800.916.9960
INFLUENCING PUBLIC PERCEPTION WITH
ALWAYS-ON HYPERLOCAL DIGITAL ADVERTISING
Public Policy Group Addresses Concern about a Key Issue
The political advertising game has changed in recent years. With the growth
of the 24-hour news cycle and constant social media updates, political
advertisers need their programs to respond to public opinion around the clock.
When a political issue became the subject of heated debate, a public policy group
turned to MaxPoint to influence opinion and address concern among constituents.
MaxPoint was uniquely positioned to do this using three key strategies:
Locating the ideal constituents using hyperlocal
intelligence—MaxPoint used its hyperlocal intelligence to
discover which neighborhoods over-indexed for proponents of
the issue, which over-indexed for opponents of the issue, and
which over-indexed for undecideds. In particular, our proprietary
interest data allowed us to analyze real-time content consumption
patterns to focus on neighborhoods that over-indexed for the
most important constituents.
Adapting advertising strategy in real time to respond to
polls—MaxPoint adapted its strategy in real time in response to
a combination of the policy group’s polling data and MaxPoint’s
own proprietary data. As public opinion shifted, we modified both
the creative and the program delivery strategies to focus on either
proponents or undecideds, depending on immediate needs.
Constituents aged 65+
High school education
In favor of the issue
RESPONDER PROFILE
VIDEO COMPLETION RATE*
TIMES
PER WEEK
68%10
*A 42% increase over the industry standard rate of 48%.
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REACHED CONSTITUENTS

2. TOP-RESPONDING NEIGHBORHOODS IN INDIANAPOLIS, IN
© 2015 MaxPoint Interactive, Inc.www.maxpoint.com 800.916.9960
Reaching constituents multiple times wherever they go
online—Political advertisers frequently face two roadblocks: First,
many political advertisers make direct ad buys on the web, often
fighting for scarce inventory. Second, because of this inventory
scarcity, political advertisers often lack the ability to reach
constituents frequently enough to truly affect public opinion.
Unlike direct ad buys, MaxPoint uses content consumption
patterns to determine the best places to reach constituents on
multiple sites across the web. This allowed the policy group to
never run out of inventory and to reach constituents enough times
to make a difference in their political opinions.
When a political issue generates heated public debate, it’s imperative that political
advertisers do what they can to influence the conversation. As this public policy
group learned, one of the most effective ways to influence narratives is by using
hyperlocal digital advertising that responds in real time to changes in opinion
and attitude.
Address concern
around key issue
Reach constituents
enough times to truly
influence opinion
CAMPAIGN GOALS
High Ad Response Rate
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