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Rootscamp disrupt presentation
- 2. “If people have the skills to engage others, the tools to build powerful campaigns, and a community of practice to help them learn and grow, they can win real change…” – neworganizing.com
- 3. <2% digital
- 4. THE MEDIA LANDSCAPE Print Radio TV Direct Mail Online Media
- 5. THE CHANGING MEDIA LANDSCAPE Print Radio TV Direct Mail Online Media
- 6. MODERN CAMPAIGNS MICROTARGET, BUT THEIR DIGITAL ADS COULDN’T
- 7. DSPolitical is THE progressive movement’s FIRST online advertising network that enables campaigns and organizations to deliver targeted internet ads to ONLY those voters that YOU choose.
- 9. TARGETING INDIVIDUAL VOTERS NOT ZIPCODES w/ DIGITAL ADS
- 10. MUCH LOWER COST PER VOTER + MUCH HIGHER FREQUENCY PER VOTER +
- 12. 10% digital
- 13. BROAD 2014 ADOPTION Including: • 11 U.S. Senate Races • 13 Governor’s Races • Over 30 U.S. Congressional Races • Ran ads in 46 states OVER 700campaigns
- 15. Self-ServiceVoter FileTargeted Digital Advertising for Local Candidates
- 20. 1
- 21. 2
- 22. 3
- 23. 4
- 24. Integrated.
- 25. 2014 – Quick Recap Ad Volume by State
- 26. Now it is in your hands. DemocraticAds.com
Editor's Notes
- First of all, please know how truly honored we are to to be presenting today. (Next Slide)
- 1) I’ve always been a true believer in the mission of NOI and Rootscamp and that it’s exactly why DSPolitical was actually publicly launched at Rootscamp 4 years ago today and why we’re sponors of the conference for the second year in a row. (NEXT SLIDE)
- 1) DSPolitical is in many respects the result of the Democrats’ thumping during 2010. We wanted to know if there was another weapon we could add to Democrats’ arsenal of mobilizing tools that could turn this tide. (NEXT SLIDE)
- Most money has traditonally been spent on Print, Radio, TV, Direct Mail, but… [NEXT SLIDE]
- …more and more of the content existing in Print, Radio, and TV is being consumed online!!! So why were Democrats spending so little online by comparison? [NEXT SLIDE]
- 1) It turned out that that digital advertsiing still didn’t offer the type of individual voter targeting found thorugh door and phone canvassing or direct mail. So this is the problem DSPolitical was launched to solve. (Next Slide)
- 1) DSPolitical is THE progressive movement’s FIRST online advertising network that enables campaigns and organizations to deliver targeted internet ads to ONLY those voters that YOU choose. (Next SLIDE)
- 1) We built our network on three main pillars: a) a national voterfile matched to 600 million browser cookies, b) political targeting matching exactly what campaigns need, and massive ad network reach across 90% of the US Internet.(Next Slide)
- And for the first time Democratic candidates were abe to target their digital ads to INDIVIDUAL VOTERS! (NEXT SLIDE)
- And it turned out that the media coast per voter turned out to be LESS than a penny an impression with a potential frequency of over 50 ad exposuers PER MONTH, PER VOTER!
- We spend all of 2013 taking all of the lessons of 2012 and building out our systems to include more ad formats, more targeting options, more types of of individual targeting, and especially focused on mobile device targeting.
- 1) Partly as a result of our technology, Digital Ad Spending in the political market increased almost 2000% over 2010 to $270 m (according to Politico)
- DSPolitical was proud to serve over 700 individual ad camcpaigns this election cycle.
- While we continue pushing the the envelope of voter targeting online, we’re very proud of where we’ve been and even more proud of where we’re going next. And to talk about that, I’ll ask my business partner and CTO of DSPolitical, Mark Jablonowski to please take it from here. Mark?
- Thanks, Jim. I’m Mark Jablonowski, Chief Technology Officer at DSPolitical. I recognize many of you from my time working technology for the 2008 Obama campaign or my time as the CTO for the PIC in 2009. I’m excited to talk about DemocraticAds.com. We’ve taken this incredible technology that Jim has been speaking about and made it available to organizers and candidates at all levels of politics through an easy, approachable, self-service interface. DemocraticAds.com launched in September and has already given hundreds of candidates an edge in local elections. With that, I am going to run through some of the features.
- DemocraticAds.com is Fast – You can create your ad campaign in under 15 minutes and your ads start running in under 24 hours.
- It is inexpensive – Voter-targeted ad buys start at only $500. And, to give you an idea at how approachable DemocraticAds.com is, our average ad buy in 2014 was $1900.
- It is targeted – DemocraticAds.com leverages DSPolitical’s best-in-class technology to serve ads to only the voters you want.
- And most importantly, DemocraticAds.com is easy to use. The platform will guide you through the four steps of placing your targeted ad buy.
- First, you select the goe boundries you want to target.
- Second, you select the dates for your ad campaign, where the ads will be displayed, and which voters you want to target. An exact quote is provided based on the parameters you enter.
- Next, you select your creative source. You can either upload ads or use our simple ad builder.
- And lastly, you review the information you entered and submit payment by PayPal or credit card. This is all it takes – your ads will now be running in under 24 hours and daily reports will be sent your way for the duration of the ad campaign.
- Keeping on the ease of use theme, we were the first new program to integrate with NGP VAN’s Innovation Platform. We are using VAN’s ActionID, allowing users to securely log in with the same credentials used to access the VAN.
- Because, who doesn’t like a few statistics? DemocraticAds.com was used in 17 states this cycle with the largest adoption in Texas. In terms of elected office sought, the most frequent ad buy was for State House races. But, we had races from congressional all the way to local school boards. So, where does this leave us? Hopefully, we have been able to demonstrate the real power of DemocraticAds.com. The power to empower organizers and candidates at all levels of politics in America. Now…
- Now it is in your hands. We built DemocraticAds.com to be another tool in your arsenal; to give you the edge in local campaigns and help you affect change. Be sure to stop by our booth across the hall and chat with our staff more in-depth. We are also holding a drawing at the booth for a $1000 credit with DemocraticAds.com