The document discusses political strategies for digital marketing campaigns, emphasizing audience extension and targeted advertising methods such as IP targeting and demographic segmentation. It highlights successful case studies featuring candidates and ballot initiatives, detailing improved voter engagement and win rates achieved through optimized online campaigns. The document also outlines the upcoming 2016 election landscape and the significance of digital advertising in political spending.

1. Case Study: Political Strategies

2. 2
Political Strategies – Audience
Extension

3. Awareness
Interest Intent
Purchase
RETARGETING
CONTEXTUAL
DEMOGRAPHIC
GEOGRAPHIC
BEHAVIORAL
3
We provide campaign planning and management expertise that leverages data,
consumer purchasing habits, purchasing windows and buying funnel to establish
consistent communication throughout the purchasing journey.
IP TARGETING
SEARCH RETARGETING
TARGETING
PLATFORMS
DESKTOP
MOBILE
VIDEO
EMAIL
Digital Strategies
Audience Extension

4. Digital Political Strategies
Audience Extension
4
We’ll optimize across content targets, data sets &
platforms based on performance
Frequently Used Targeting Mix / Options
Gen. Pop
• Run of network within target zip codes of your direct market area
Frequently Used Content Targeting Options
• Political, News and Information, Education, Entertainment
Data Targeting
• Party Affiliation
• Demographic
• Education Levels
• Family / Kids in Home Age 13-17 yrs old
• Career / Occupation
• IP / Specific Physical Address List Matches
• Look Alike Data of Converters
Retargeting
• Desktop site visitors
• Display & pre-roll
• Search retargeting
Multi-platform Targeting – Right Audience Across All Screens

5. Political – Candidate
Digital Marketing Case Study
Company Overview
The Plan
The Results
Our client was a
candidate running for
governmental office
and looking for an edge
in his campaign.
We planned to target
every voter county-
wide who had voted
in the last three
Democratic or
Republican primaries.
We then leveraged IP
Targeting to hyper-
target Republican
primary voters in an
area with a heated
Republican primary.
We also IP Targeted
fidelity Democratic
voters in an area with
a hotly contested
Democratic primary.
The campaign was
a success with 31%
higher then
expected win rates
and with an overall
win percentage of
75%.
We also found that
in the hyper-
targeted areas
there was 17%
more overall votes
due to the digital
marketing
campaign.
Legislative campaigns
in Kentucky are non-
partisan because of the
down-ballot nature of
these races and are
typically focused on
name ID instead of
larger campaign issues.
In the digital
advertising campaign
we needed to increase
name ID for the
candidates among
likely primary voters.
The Challenge
5

6. Political – Ballot Initiative
Digital Marketing Case Study
Company Overview
The Plan
The Results
The Challenge
6
Political Ballot
Initiative
We used IP Targeting
& client-supplied data
of those who had
requested a ballot,
along with data on
voter registration.
Then we scrubbed this
data against our
proprietary
technology to deliver
display
advertisements to the
targeted voter
households.
Over the course of
one week we
delivered 120K
impressions to this list
of likely supporters.
The overall digital
campaign was a
success with a 17
point improvement
in our clients pole
and a 60/40
margin election
win. We also found
that 95% of the
funds raised were
from the targeted
households.
Internal tracking
showed our client
was trailing by 6-8
percent in a series of
recent polls. With the
impending election
there was very
limited time to use
traditional media
outlets to sway votes.

7. Political – Mayoral Candidate
Digital Marketing Case Study
Company Overview
The Plan The Results
The Challenge
7
Mayoral candidate
was running for
Mayoral Election and
wanted to gain an
edge in the campaign
against his
component.
We worked with the
candidate’s team to
plan and launch an
online campaign that
targeted 500,000 voters
in LA, focused on
Spanish- and English-
speaking Latinos, aged
18-46. Our IP targeting
technology can uniquely
target Internet users
within a specific
household.
“According to a report
published by the agency, they
delivered over 7 million
impressions for the Mayoral
campaign in just over two
weeks. Engage:BDR claims
that the micro-targeting
campaign bought between
10% to 17% better click-
through rates for Spanish-
speaking Latinos and English-
speaking Latinos ages 18-46.
While those returns might
sound like another dry
marketing statistic, they're—
again—the reason why
election campaigns want to
know you better than you
know yourself.”
— Fast
Company, Yes, Political
Campaigns Follow Your
Browser History
The challenge was to
cut out the noise of
other candidate’s ads
by purchasing only
relevant impressions
that can deliver
tailored messages to
specific sections of
the electorate.

8. Our database consists of U.S. Citizens
who are registered voters, Democrats,
Republicans, Independents, etc. The
database is comprised of self-reported
consumers that have contributed their
information through opt-in online
surveys, e-subscriptions, e-registrations
and our extensive network of permission
based websites.
8
State: Democrats Republicans Independents Registered Voters
AK 48,632 60,437 339 299,714
AL 409,033 564,942 2,170 2,041,337
AR 525,736 171,844 2,413 1,292,788
AZ 751,963 177,632 7,869 1,164,940
CA 4,712,787 1,190,655 18,552 8,169,494
CO 959,692 802,098 17,852 2,475,699
CT 687,830 316,639 2,328 1,619,256
DC 210,987 17,898 456 277,308
DE 217,125 114,584 89,437 443,946
FL 4,045,818 2,740,349 180,404 9,024,052
GA 1,078,933 792,954 13,116 2,696,318
HI 124,818 15,139 876 227,931
IA 277,422 378,822 1,510 933,459
ID 139,902 123,893 991 356,958
IL 1,865,249 674,649 11,784 3,627,033
IN 648,996 390,726 81,954 1,990,370
KS 253,613 161,823 3,024 754,118
KY 996,579 238,155 4,690 1,539,419
LA 1,097,134 538,600 14,621 2,123,194
MA 1,299,120 271,859 5,897 2,642,689
MD 992,599 282,898 8,201 1,704,752
ME 242,962 65,749 2,188 384,129
MI 1,317,937 845,377 3,765 4,991,062
MN 767,550 225,695 3,494 1,730,415
MO 868,624 370,207 4,708 1,833,218
MS 496,376 174,760 1,253 894,491
MT 81,650 18,953 1,064 198,304
NC 2,339,192 1,479,211 13,254 4,684,641
ND 61,282 9,343 1,014 95,396
NE 132,712 275,305 5,509 537,143
NH 164,962 132,869 19,246 404,030
NJ 1,308,315 595,999 105,755 2,768,219
NM 208,374 64,794 1,964 426,480
NV 561,532 345,315 14,364 1,191,671
NY 4,567,996 1,910,274 71,724 8,438,034
OH 2,007,792 1,231,359 17,754 5,872,693
OK 760,609 566,976 172,946 1,576,990
OR 779,085 123,559 2,356 1,212,063
PA 1,778,710 454,395 28,983 4,052,758
RI 264,692 57,955 559 512,119
SC 470,540 305,135 6,163 1,127,151
SD 57,651 13,121 514 179,754
TN 749,179 303,002 6,636 1,516,656
TX 2,790,798 845,739 18,393 5,590,567
UT 184,568 389,500 2,161 1,011,396
VA 1,111,006 355,630 14,613 1,994,516
VT 58,380 13,229 1,337 96,142
WA 969,270 269,449 5,762 2,083,046
WI 837,979 671,401 1,813 2,445,590
WV 215,772 27,057 1,246 349,418
WY 46,163 15,760 727 126,253
Total 47,545,626 22,183,714 999,749 103,729,120
U.S. Registered Voters by Political Party
103.7 Million Opt-In Emails
State: Democrats Republicans Independents Registered Voters
AK 48,632 60,437 339 299,714
AL 409,033 564,942 2,170 2,041,337
AR 525,736 171,844 2,413 1,292,788
AZ 751,963 177,632 7,869 1,164,940
CA 4,712,787 1,190,655 18,552 8,169,494
CO 959,692 802,098 17,852 2,475,699
CT 687,830 316,639 2,328 1,619,256
DC 210,987 17,898 456 277,308
DE 217,125 114,584 89,437 443,946

9. Political – Decision 2016
A Look Ahead
This election cycle there are several state and federal
positions being contested:
- United States President
- 34 US Senate Seats
- 435 US Congressional Seats
- 12 Gubernatorial Seats
- 86 of 99 State Legislative Chambers will hold
elections in 2016. (6,000+ seats)
- Additionally, 41 of the 100 largest US cities will hold
municipal elections for Mayor and/or City Council.
With political spending in 2016 is expected to top $6
Billion, with $1 Billion alone online, have you
considered how digital advertising will help your
candidate win?