Political Candidate Uses Programmatic Video
Running for office is challenging. You need to find the right message, raise funds, knock on doors, and get your message to the masses. We were approached by an existing client who expressed an interest in utilizing us for geofencing marketing and video marketing to get his message to Californians for a State Assembly Seat.
He wanted to do something different than traditional offline marketing. That’s when we devised a plan that included a lot of video content he created.
Marketing Mix For Political Programmatic Display Marketing Campaign
Using a client-supplied voter list in his district, we are executing:
- Addressable Geofencing via Programmatic Video –Think “Pre-, Mid- and Post-roll video”
- Also executing OTT television to large & small screens to those in the list who stream their television content
- Website Retargeting whereby we are retargeting visitors to the candidates website with Programmatic Video
It was imperative to always include creative assets and strategies that provide a “clickable” environment. We used Programmatic Video for this purpose, but we highly recommend including banner & display ads.
400% Above Industry Average
Using pre-roll video and addressable lists of targeted voters, we were achieving 0.5% CTR, which is 400% above industry average. The client continues to receive incredible engagement from his video content and we’ve incorporated other types of video including over the top connected tv advertising content to the mix.
As Efren says, “It’s Not Just The Message, It’s The Method!”. Our method of data targeting has lead to above average engagement for his candidacy.