MIDTERM ELECTION 2014 YOUR DIGITAL ROADMAP
MIDTERMELECTION2014
YOUR DIGITAL ROADMAP
MIDTERM ELECTION 2014 A lot has changed in media since the last election. Digital has overtaken TV as the most popular
media channel in terms of time spent, mobile penetration and usage have continued to explode,
and digital targeting technologies have become increasingly sophisticated. How can you capitalize
on this rapidly evolving media landscape while ensuring the best return on your advertising
investment this campaign season? It begins with a strategic digital presence spanning all three
phases of your campaign.
FUNDRAISINGPERSUASIONGET OUT THE VOTE
Source: eMarketer, 2013.
CLICK TO DONATE
DRIVE TO SOCIAL
SUBMIT E-MAIL
PHASE 1: FUNDRAISINGThis critical phase sets the stage for the remainder of your campaign through email
acquisition, donations, and establishing your message early on. When it comes to
narrowing in on your base and making sure every impression counts, you need the
right local targeting strategy. Undertone offers three specific local solutions that
enable you to deliver your fundraising message to the right audiences across screens:
GEO-TARGETReach relevant local audiences
by targeting your ads to a specific DMA, state, city or zip
GEO-FENCEServe relevant messageswhen a voter is close to a
particular location
GEO-SOCIALExtend reach by targeting userswho are often in close proximitywith your specified demographic
By combining these solutions with Undertone’s comprehensive suite of eye-catching creative formats, your voters
can be driven to donate, submit their email address, share content via social, and more. These actions are key to
helping establish a foundation from which to build your campaign in the months that follow.
PHASE 2: PERSUASIONThe persuasion phase is all about maximizing awareness, driving candidate opinion, and gaining
momentum leading up to November 4th. This phase, which should span up to six months for
maximum performance, requires a strategic combination of creative and targeting tactics to
maintain voter attention.
Coupling a smart digital campaign with your TV buy is key for getting the most out of your
advertising investment during the persuasion phase of your campaign. Undertone offers proven
targeting technologies that enable you to effectively extend the reach and/or frequency of your
TV campaign online. We also offer a suite of solutions that enable you to bring your TV spots to
life online, including rich media overlays, click to donate buttons, social apps, and more.
Another creative solution ideal for the persuasion phase is high impact. In a recent study we
conducted with Ipsos ASI, it was proven that high impact formats are successful in driving key
campaign metrics such as recall and likeability.
124%GREATER UNAIDED
BRAND RECALL
DELIVER ACHIEVE ARE ARE
40%HIGHER OVERALL
LIKEABILITY
61%MORE LIKELY TO BE SHARED VIA SOCIAL
58%MORE LIKELY TO ELICIT
RECOMMENDATIONS
HIGH IMPACT ADS:
Source: Undertone and IPSOS, 2013
...THAN STANDARD DISPLAY
UT CAMPAIGN AMPLIFIER: YOUR HIGH IMPACT SOLUTIONConsumer-driven brands have been tapping into the power of high impact for years
now, but up until recently, these formats have been difficult for political campaigns to
use due to lengthy turnaround times. This election season, for the first time, we have
developed a solution that finally makes high impact accessible even to candidates with
the tightest timelines. Undertone’s new Content Sync solution enables you to get all
creative approvals out of the way upfront. So, during the busy election cycle, all you’ll
need to do to activate your high impact unit is sync your latest social or video content.
It’s that simple.
BILLBOARD
FULL-PAGE
HALF-PAGE
CUSTOM HIGH IMPACT TEMPLATES DRAMATICALLY IMPROVE CAMPAIGN TURNAROUND TIME
FINAL THOUGHTSTHIS CAMPAIGN SEASON IS UNLIKE ANY THAT HAS COME BEFORE. The continuous growth of digital
means that in order to stay ahead of your opponents, your campaign strategy must evolve. By
getting ahead of the game early, you can pave the way for a successful path to November 4th.
PHASE 3: GET OUT THE VOTEWith only 40% of eligible US voters turning out for the last midterm election, the importance of
the weeks leading up to the election cannot be underestimated.
The best way to drive maximum awareness amongst your target demographic during this time
is to take the tactics from the persuasion phase to the next level. Whether it’s expanding your
campaign to mobile devices, further narrowing your targeting strategy, or simply increasing the
impressions you deliver, Undertone’s campaign management and performance teams know
what it takes to maximize performance.
Our suite of mobile solutions are particularly powerful for this phase of your campaign. In the
weeks leading up to the election, leverage smartphone and tablet units to surround swing
voters while they’re on the go and, on Election Day, use these units to drive voters to polling
stations during peak hours.
Source: US Elections Project, 2012.
[email protected] | undertone.com/dc@AccessUndertone