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THE POLITICAL ADVERTISING PULSE THREE WAYS TO WIN WITH DIGITAL
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AOL_The Political Advertising Pulse

Jan 16, 2017

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Page 1: AOL_The Political Advertising Pulse

THE POLITICAL ADVERTISING PULSE

THREE WAYS TO WIN WITH DIGITAL

Page 2: AOL_The Political Advertising Pulse

T H E P O L I T I C A L A D V E R T I S I N G P U L S E | 1

Only one-third of political marketers and agencies claim they feel excited about the political advertising season.

Meanwhile, the rest either dread it or are indifferent.1 But there are plenty of unique digital opportunities to get

excited about. Here are three key trends savvy political advertisers can capitalize on to break through the noise

and win big--both in real time and on Election Day.

AS THE CAMPAIGN HEATS UP, THE PRESSURE IS ON.

MOBILE IS THE NEW TV

PROGRAMMATIC EFFICIENCIES ARE

DRIVING POLITICAL INVESTMENTS

PROGRAMMATIC + CREATIVE WILL HELP

DETERMINE WHO MAKES IT TO THE

OVAL OFFICE

1 2 3

Page 3: AOL_The Political Advertising Pulse

T H E P O L I T I C A L A D V E R T I S I N G P U L S E | 2

Demand for sight, sound and motion whenever,

wherever is igniting video growth across every screen.

The 2016 election winners will be those who can create

emotional connections with voters in this mobile- first,

video-led world.

“Voters are with their mobile devices constantly, so candidates that embrace mobile have a much better chance of making a personal connection with a voter. On a mobile device, you can tailor a 10- second message based on one specific issue that you know that voter cares about.”

—MICHAEL BALABANOV, AOL

MOBILE IS THE NEW TV

of voters report that most of their

smartphone apps are for social media.3

29%

53%

The average American spends 3 hours on

mobile devices per day, with 87% of that time

spent in-app.2

1

of political advertisers increased digital and mobile spend from

2012 to 2016.4

THE RISE OF MOBILE VIDEO50% of US viewers watched more mobile video in 2015

than in 2014.5 When trying to reach Millennial voters,

mobile video is key: 37% of Millennials have watched

a political video on a smartphone compared to 15%

of Gen X’ers and 7% of Boomers.6

Page 4: AOL_The Political Advertising Pulse

T H E P O L I T I C A L A D V E R T I S I N G P U L S E | 3

P R O G R A M M A T I C A D V E R T I S I N G A L L O W S C A N D I D A T E S T O :

1. Target voters based on geography, online and offline

behaviors and political sentiment.

2. Use vast amounts of reliable data to deploy campaign

ads that scale with unprecedented speed.

3. Measure how a specific ad performs across all voter

segments.

Programmatic advertising helps automate the decision- making process of media planning and buying by targeting

specific audiences at scale- - now accounting for more than $15B in overall ad spend.7 The outcome of the election will be

heavily impacted by political ad campaigns that effectively capitalize on automation and data, the key to unlocking and

engaging with voters throughout their pre- election journey.

PROGRAMMATIC EFFICIENCIES ARE DRIVING POLITICAL INVESTMENTS

of political digital ad spend is allocated

to programmatic placement in digital and

mobile advertising.8

51%

“Trusted programmatic platform partners allow you to pick content that results in the highest engagement with your candidate’s message, and allow for serious depth in choosing exactly the content that fits your targets.”

—MATT ROSS, AOL

2

Page 5: AOL_The Political Advertising Pulse

T H E P O L I T I C A L A D V E R T I S I N G P U L S E | 4

PROGRAMMATIC + CREATIVE WILL HELP DETERMINE WHO MAKES IT TO THE OVAL OFFICE

In an age where voters have always- on access and control

over political conversations, it’s imperative that campaign

messages are tailored and relevant. While leveraging

data and automation is essential to garnering donations,

support and ultimately votes, winning candidates will

use technology to develop relevant content and creative

experiences quickly, and at scale.

of Millennials engage with political blog content on

their smartphone compared to 13% of Gen X’ers and

8% of Boomers.9

24%46%

3

DATA MAKES FO R SMARTER MESSAGING.

of creators use data to optimize and inform their

creative strategies.10

Page 6: AOL_The Political Advertising Pulse

T H E P O L I T I C A L A D V E R T I S I N G P U L S E | 5

“Voters, much more so than consumers, are motivated to action by having formed emotional connections. Good creative is the flourish, the triumphant cadenza that catalyzes an emotional response in viewers and makes them connect with the candidate.”

– SEAN MCCULLOUGH, AOL

PROGRAMMATIC TECHNOLOGY IS UNL O C KING O PPO RTUNITIES FOR CREATIVE EXPERIENCES .

50% of creators are making their data work harder for them and automating more workflows through programmatic

technology.11 For political advertisers specifically, following cost, audience/demographics is the 2nd most important

consideration when deciding where they place their ads.12

MOST IMPORTANT USES OF PROGRAMMATIC:

STREAMLINE A CO STL Y , S IL O ED C REAT I VE P ROC ESS 50% of brands, agencies and publishers juggle 4+ vendors to build, manage and optimize creative assets.13

With AOL, all of those services can come under one open platform and fewer points of contact.

OUTPERFOR M IN D U STR Y STA NDARDSAOL education/government campaigns consistently beat industry benchmarks:14

166% higher interaction rate than industry benchmark.

92% higher interaction time than industry benchmark.

HOW AOL UNLEASHES CREATIVITY

AUDIENCE DATA INTEGRATION

DYNAMIC CREATIVE

OPTIMIZATION

WORKFLOWMANAGEMENT

Page 7: AOL_The Political Advertising Pulse

T H E P O L I T I C A L A D V E R T I S I N G P U L S E | 6

WIN WITH DIGITALPolitical ad spend is expected to increase 20%

from 2014-2016, with $1B of that allocated to digital

specifically, demonstrating the increasing value that

political advertisers see in the channel.15 As voters’

consumption habits continue to evolve and fragment

across screens, it’s becoming more vital for candidates

to leverage the advantages of digital.

Candidates who can harness mobile, programmatic and

data- driven creative to reach voters at the right time, in

the right environment, with the right message will see the

results in real time and on Election Day.

To learn how you can take your platform to the next level,

or get in touch with our political advertising experts, visit

www.aolplatforms.com/politics.

Page 8: AOL_The Political Advertising Pulse

T H E P O L I T I C A L A D V E R T I S I N G P U L S E | 7

S O U R C E S :

1,4,8,12: Advertiser Perceptions Monthly Omnibus Study, February 2016.

2: “The Global Mobile Economy 2015” GSMA, 2015.

3,6,9: AOL Omnibus, March 2016.

5: “Mobile Video Usage, A Global Perspective” IAB, August 2015.

7: “Programmatic Ad Spending, United States, 2014- 2018” eMarketer, 2015.

10, 11, 13: “Programmatic Creative Survey” AOL & Digiday, September 2015.

14: MOAT, 2015.

15: Borrell Associates, 2015.

ABOUT AOLAOL is a media technology company with a mission

to connect consumers and creators through open

marketplaces. AOL uses data to disrupt content

production, distribution and monetization. The company

connects publishers with advertisers across its global,

programmatic platforms, tapping into Microsoft

inventory and original content brands like TechCrunch,

The Huffington Post and MAKERS which reach over

500 million monthly global consumers. Within its mobile

advertising network alone, AOL has a reach of roughly

800 million users. A subsidiary of Verizon, AOL is shaping

the digital future.

Page 9: AOL_The Political Advertising Pulse

© 2 0 1 6 A O L . A L L R I G H T S R E S E R V E D .

www.aolplatforms.com/politics