The Midterm Elections are just around the corner—November 6, 2018 to be exact. This handy 2018 Midterm Election Guide provides everything you need to know. And this post will tell you why, as candidate and strategist you need to think outside the (set-top) box to reach key voter groups!
According to eMarketer, as the midterm elections are heating up, ad spending is rising. Political advertising dollars are flowing to publishers at higher rates than had been expected earlier this year, based on statistics from E.W. Scripps—political ad spend will top $112 million in 2018, surpassing not only the previous midterm year but the 2016 presidential election as well, when its political ad spend reached $101 million.
Although the budget forecast is leaning heavily towards traditional channels—broadcast TV being the largest—the battle is also on for digital ad inventory. It will be getting the second-highest share of dollars, based on Borrell Associates media trend tracking, at the tune of $1.8 billion.
Digital advertising is primed to be a sizeable driver in the Midterm elections. With 435 US House seats and 33 US Senate seats at stake, programmatic advertising can easily dominate the race for the digital ad spend. With the power and targeting offered with programmatic advertising technology, campaigns can reach voters with quality, hyper-targeted ads, that unlike other advertising formats, can be adjusted on-the-fly.
MediaPost, in identifying the trends to watch in the 2018 midterm states that, “as we approach one of the most hotly contested midterm elections in memory, we already know one winner: digital advertising has clearly emerged as the preferred medium for both candidates and voters.”
Political advertisers need the right strategy to reach voters who are increasingly mobile and always immersed in content.
Native ads are advertising formats that are consistent with the form, style and voice of the platform they appear on and are considered less intrusive to the reader.
Native ads are consumed the same way people view editorial content which could attribute to consumers looking at native ads 53% more frequently than display ads and why they tend to register higher lift in purchase intent (18%) and brand affinity (9%) than banner ads. They can also register higher lift in voter intent too.
More importantly, native and mobile are dominant partners. Native advertising is even more likely to be mobile than social; more than 90% of native display ad dollars go to mobile placements, thanks to sites and apps designed specifically to include native ads.
Go Digital and Local
Particularly in midterm elections, localization is key. If your congressional campaign just needs to reach one side of a city or county, geotargeting enables you to zone right in.
Focus the Message
StackAdapt Custom Audience Segments are 1st-party data sets that target individuals based on the relevant content they’ve recently consumed online, their intent (to purchase or to vote) and their competitor interactions.
To identify users that belong to a segment, StackAdapt uses two main approaches:
- Collect users who share similar unique internet browsing patterns—that is users who have recently visited relevant pages that demonstrate a specific interest, such as Republican or Democratic Candidates.
- Collect users that have recently connected to a specific corporate network such as the University of Georgia, thereby allowing political advertisers to target current college students of a specific campus.
These diverse and unique audience pools make targeting your ideal audience fast, easy, and accurate—and gets your message in front of the right set of voters at the right time.
There is a lot of opportunities to reach voters through the various tactics offered only in programmatic advertising, including voter targeting and geotargeting. And it also brings pricing efficiencies and scale that help maximize campaign dollars. And some key elements, such as custom audience segments and programmatic native are only available in StackAdapt.
If you want to learn more about boosting the performance of your political campaigns, reach out to your StackAdapt representative or contact us to get your campaign up and running today!