Digital Political Campaigns 2011

8/2/2019 Digital Political Campaigns 2011

http://slidepdf.com/reader/full/digital-political-campaigns-2011 1/17

Presented by



Dta Ptca Campa 201:

Vd Advrt

by Kate Kaye

For more expert insight, visit us: www.clickz.com

Follow the author on Twitter: @lowbrowkate

At CckZ

ClickZ is the largest resource of

interactive marketing news, information,

commentary, advice, opinion, research,

and reference in the world, online or o-.

From search to social, technology to

trends, our coverage is expert, exclusive,

and in-depth.

CckZ Ptc & Advcac

ClickZ Politics & Advocacy covers thelatest news on how political campaigns,

nonprots, advocacy groups, and other

organizations use online advertising,

social media, and other digital platforms

to spread their messages, persuade

voters, inuence legislators, get out the

vote, and - of course - raise money.

Follow us on Twitter: @ClickZPolitics

At t Atr,

Kat KaFew people can say

they’ve followed

digital political

campaigns since

2002, but Kate Kaye

is one. Kate is a trusted source on the

topic, discussing it at conferences and in

interviews for television, radio, print, and

digital media outlets. She is the author

of “Campaign ’08: A Turning Point for

Digital Media,” and in her role as senior

news editor at ClickZ, Kate created the

publication’s Politics & Advocacy section,

dedicated to covering digital political

and advocacy campaigns.

Follow Kate on Twitter: @lowbrowkate

Incisive Interactive Marketing LLC. © 2011 All rights reserved.

55 Broad St, 22nd Floor, New York, NY 10004

TAble of ConTenTs

3 TheRiseofPoliticalVideoAdvertising

4 ThinkOutsidetheWeb-as-ATMBox

5 VideoPersuades,andMuchMore

7 VideoAdFormatsandWhatThey’reGoodfor

8 HowMuchDoesThisStuCost?

9 VideoAdGlossary

10 KeyVideoAdMetricsTerms

10 VideoAdFormatStandards

11 PoliticalVideoAdCaseStudies

14 VideoAdNetworks

16 OtherVideoAdTechnologies

Marketing News

& Expert Advice

http://www.clickz.com/


http://twitter.com/lowbrowkate


http://www.clickz.com/politics

http://www.twitter.com/clickzpolitics



http://www.twitter.com/clickzpolitics

http://www.clickz.com/politics






D m 201: VD DV • 3

Politicalcampaignshavebeguntorecognizethe

valueofvideo.Notonlycantheyuseittopersuade

votersthroughemotivesoundandimagery,they

cancombineinuentialmessageswithimmediate

callstoaction,andextendthereachoftheirtelevi-

sionspots.

Useofonlinevideoadvertisingalreadyisgrow-

ingbyleapsandboundsamongcorporatebrands.

TheInteractiveAdvertisingBureaureported

thatdigitalvideoadspendingrosemorethan42

percentto$891millionintherstsixmonths

ofthisyear;thatmomentumshouldcontinueas

peopleincreasevideoconsumptiononline,ontheirphones,andontabletdevices.

Now,politicaladvertisersarecatchingon.From

RepublicansDinoRossiandRoyBlunttoDemo-

cratsDanMalloyandPresidentBarackObama—

politicalcampaignsusevideoadstoeducateand

swayvoters,andtotailormessagestoimportant

primaryandbattlegroundstatevoters.

GOPpresidentialhopefulMicheleBachmannwas

amongtheearliestonlinevideoadvertisersinthe

2012cycle:Hercampaignranpre-rollvideoadsto

helppushsupporterstotheIowaStrawPoll.Shewon.

Onlinevideoadvertisingasakeycomponentof

sophisticatedelectoralcampaignsreallygained

steamduringthemidterms.Intheweekslead-

ingintothe2010elections,candidatesincluding

WisconsinRepublicanRonJohnsonandDemocrat

TomBarrettranin-bannervideoads.AndOhio

RepublicanJohnKasichandWashingtonstatetax

advocacygroupDefeat1098usedin-streamvideo

ads,oenreferredtoaspre-rollads.

DigitalconsultingrmTargetedVictory,forexam-

ple,saiditspoliticalclientshadspentbetween65

and75percentoftheir2010onlinebudgetson

videoads,andsomecampaignsspentasmuchas

85percentoftheironlinebudgetsonthem.Infact,

thenumberofcandidatecampaignsandadvo-

cacygroupsrunningin-streamadcampaignson

YouTubedoubledbetweenOctoberandNovember

2010,accordingtositeownerGoogle.

“Ifdoneright,anonlinevideoadbuyissimilarto

acablebuy—andyouhavealotmoreinforma-

tionaboutyourimpressionsthancable,”saidJosh

Koster,partneratDemocraticdigitalconsulting

rmChongandKoster.

Whilethereareseveralreasonspoliticalcam-

paignsarebuyingmorevideoadvertising,dataisabigone.Thoughfewifanydigitalmediacon-

sultantswouldsuggestreplacingTVadvertising

withvideoadvertising,whenitcomestomessage

testingandtracking—andjustplainunderstanding

audienceresponsebetter—videoadshaveTVbeat.

“Nowwe’regaininginformationratherthanjust

pushingoutaTVmessage,”explainedJBBritten,

digitalmediadirectoratSmartMediaGroup,who

handledonlineadsforMegWhitman’s2010Cali-

forniaGubernatorialbid.Whitman’scampspent$3

millionondigitaladsincludingvideoadvertising.

Inmanycases,politicaladvertisersseebuying

videoadsasawaytoextendtelevisionbuys,partic-

ularlywhentherearelimitedGRPsavailableinan

importantmarket,ortoreachelusivevoterdemo-

graphicswhospendlittletimewatchingliveTV.

Televisionadvertisingisintegraltowhat'stak-

ingplaceinonlinevideo.Aselectiondaynears,

moremoneyowstowardsonlinevideoads,since

desirableTVinventoryrunsout,particularlyinareaswhereseveralelectionracesaretakingplace.

Politicaladvertisersmovetheirtelevisionads

online,streamingthembeforeandduringvideo

contentonYouTube,throughadnetworks,onnews

sites,andinsidebannerads.

The Rise of PoliTiCAl ViDeo ADVeRTising



4 • D m 201: VD DV

Internetadvertisingisforfundraising,right?

Well,sure,someformsofonlineadvertising—

thinksearchandstandarddisplayorbanner

ads—workverywellwhenitcomesto

generatingdonations.Yet,videoads

shouldnotnecessarilybethought

ofasfundraisingtools;theyare

muchmoreakintotelevisionand

radioadvertising—butwithinter-

activity,trackingcapabilities,and

inmanycases,superiortargeting.

“ThinkofitlikeyouthinkofTV

andradioandstartfromthere,

ratherthanstartingwithonline

asafundraisingmedium,”said

JeJacobs,presidentandcreativedirector

atNextGenPersuasion,ademocraticpolitical

consultingrm.

“ThinkofvideoasanotherTV

outthere,”headded.“Itturns

onitsheadwhatmostpeople

thinkofonlineadvertising.”

Whatmakesvideoadvertisingunique

isitsabilitytoincorporatecallsto

actionandenablesupporterstoeasily

respond.So,notonlycancampaigns

targetapersuasivemessage

tovoters,theycanful-

llsecondarygoalslike

generatingemailsign-

ups,helpingvotersndpolling

places—and,yes—raisingcash.

ThinK ouTsiDe The Web-As-ATM box

“Buyingvideoadvertisingshouldbethoughtofasif

you’rebuyingafewextraGRPswithyourInternet

ad,”saidEliKaplan,foundingpartneratRisingTide

Interactive,aDemocraticdigitalmediastrategyrm.

Aspoliticaladvertisersboosttheirinterestin

onlinevideoadvertising,providerscontinueto

introducenewcapabilitiesspeciallydesignedfor

thepoliticalmarket.Forinstance,CampaignGrid,

whichemploysseveraldatasetsincludingthe

RepublicanNationalCommittee'svoterdatatotar-

getvotersonline,recentlypartneredwithvideoad

networkTidalTVtoenablemulti-sourcedtargeting

forin-streamandin-bannervideoadvertising.



D m 201: VD DV • 5

Politicaldigitalconsultantsfrombothsidesofthe

aisleinterviewedforthisresourceexpresseda

widearrayofopinionsaboutwhattypesofvideo

adformatsworkbest,andhowbesttobuythem.

Buttheytendtoagreeononething.NextGen’s

Jacobsputitsimply:

“Atthispointintimeandprobablythrough2012,

onlinevideoisbestusedforpersuasionorGOTV.”

Persuasion and Improving Message Impact

We’vealreadydiscussedthebenetofonlinevideo

adswhenitcomestoextendingaTVbuy.Just

liketelevisionads,videoadsaretypicallyusedbypoliticaladvertisersforpersuasion.Corporate

brandadvertisersalreadygetit,andaNielsenIAG

studyshowingthatcommercialvideoadsimprove

theimpactofTVadcampaignscanbeappliedto

politicaladvertisers.

“Specically,onlinevideoadshelptoreinforceand

strengthentheimpactofatraditionalTVcampaign.

Includingonlinevideoadvertisinginthemedia

mixandsynchronizingwithTVgreatlyimproves

allkeybrandmetrics,especiallymessagerecall,”

notedthecompanyinits2010studymeasuring

theimpactofvideoadsshownduringfullonline

episodesoftelevisionprograms.

Whencomparingatelevision-onlyadcampaignto

aTVpluspremiumonlinevideocampaign,Nielsen

foundthatgeneraladrecallrose18percentforthe

TV/webcampaign—from44percentTV-onlyto52

percentTV/webcombined.Messagerecallwasalso

lied53percentfrom19to29percent.

“Videoadsrunduringonlinefull-episodeTV

programsyielddeeperbrandimpactthancorre-

spondingon-airTVads,withthedierencemost

pronouncedamongyoungerviewersage13-34,”

statedNielsen.

GOTV

CampaignsoenusevideoadvertisingforGet-Out-

The-Voteeortsinthenaldaysofanelection.

Thedaybeforethe2010midterms,theDemocratic

NationalCommitteespent$2.5milliontoaim

highly-targetedonlineGOTVadstokeygroupsthe

partyneededtocomeoutstrongforDemocraticcandidates.Includedinitsonlineadmixwere

30-secondin-streamvideospotsplacedonsites

likeHulu.Theyfeaturedamotivationalmessage

fromPresidentObama,andwereaccompaniedby

displayadstellingviewersto"Findyourpolling

locationandvoteonNovember2."

Traditionally,campaignsdon’tdoGOTVuntilthe

lastfewweeksorevendays.Butwhatiftheytook

advantageoftheweb’stargetingpowertokeep

basesupportersengagedandactivethroughoutthe

longcampaignseason?

Thefocusonpersuadingundecidedvoterscan

sometimesalienatetheall-importantyetsometimes

neglectedbase.“Thoseareyourdonorsandvolun-

teers,”saidJacobs.Tokeepthemredup,hesug-

gested,campaignscantargetsupportersbasedon

ageandlocationwithvideoadsearlierintherace.

ViDeo PeRsuADes, AnD MuCh MoRe



6 • D m 201: VD DV

Message Testing and Tracking

UnlikeTV,onlinevideoadsallowcampaignsto

garnervaluableinformationabouthowkeyaudi-

encesrespondtotheirads.SmartMediaGroup’s

BrittenhasusedcampaignsitesorFacebookpages

topostmultiplevideoadcreatives,thentrackthe

numberoftimeseachadhasbeensharedinorder

togaugepopularityofeachmessage.

Inthepast,hesaid,that’sledtorealvideoadbuys.

“I’veseencampaignsthensay,‘OK,we’rewillingto

paytorunthatvideoadonline.’”

Live TV Use Is Dwindling Among Voters

Across Age Groups and Parties

Asmediaconsumptionpatternsshi,TVcouldloseitsplaceasthemainforumforpersuasivepoliti-

calads.AccordingtoaSeptember2011bipartisan

study,31percentofalllikelyvotersdon’twatch

liveTV.Instead,theywatchprogramsonDVR

duringwhichtheymayskipthroughcommercial

breaks,ortheywatchTVprogrammingonlineor

inmobileenvironments.

Thesameistrueoflikelyvotersinimportantbat-

tlegroundstatesanddemographicgroups,saidthe

study.Theresearchwasconductedbyvideoadrm

SayMediaandco-authoredbyRepublicandigital

agencyTargetedVictoryandDemocraticdigital

agencyChongandKoster,alongwithpollsterson

bothsidesoftheaisle.InFlorida,28percentof

likelyvoterssurveyedsaidtheydon’twatchlive

television.AndinthestateofOhio,38percentof

likelyvotersaren’tconsumingliveTV.

AthirdofbothRepublicansandDemocratssur-

veyedsaidtheydon'twatchlivetelevision,asdid28percentofIndependents.The“VotersGoing

OTheGrid”studyalsoshowedthatnearly90

percentofthosesurveyedregularlyskipadswhen

watchingontheirDVRs.Thestudyreliesondata

gatheredon800likelyvotersandanadditional300

inOhioandFlorida.

Image from

“Voters Going O

The Grid,” published

by Say Media,

September 2011



D m 201: VD DV • 7

Videoadsessentiallycomeintwoformats:in-

streamandin-banner.In-streamadstypicallycome

intheformof15-or30-secondspotsthatappear

beforeorduringvideocontentaspre-rollormid-

rollads.In-banneradsaredisplayadsthatfeature

videocontentthateitherplaysautomaticallyoris

user-initiated;theycomeinstandarddisplayad

sizesorasexpandableadunits.

RepublicandigitalagencyTargetedVictoryoen

usespre-rollandexpandableadstopushout

campaignmessagestovoterswhoneedtobe

persuaded.

“Ourbasicbeliefisthatthebaseandpersuasion

audiencesconsumeinformationinverydierent

ways,”saidthecompany’sfounderMichaelBeach.

Thebasetendstobemoreproactiveandeasierto

reachviathecampaignsite,Facebookpage,email,

PromotedVideosonYouTube,orthroughads

onrelevantnewsandopinionsites.However,he

explained,“Thepersuasionaudienceisnotaspro-

activeandtheyrequirethatwetakethemessageto

theminordertogettheirattention.”

Bothformats“allowustosyndicatethismes-

sageoutacrossthousandsofsitesandprograms,

andlowersthebarriertoentrytoconsumingour

content,”hecontinued.“Thatistheotherimpor-

tantissuethatIthinkthatpeoplemissonline.

Persuadablevotersdon’twanttoclickaroundyour

websitelookingforcontent.Weneedtoputthe

messagedirectlyinfrontofthemandthenallow

themtogoonwiththeirnormalday.”

EricFrenchman,chiefInternetstrategistat

RepublicanconsultingrmConnellDonatelli,uses

pre-rolladsthroughoutelectioncampaigns.Hedid

sorecentlytotargetadsforMicheleBachmannto

IowaRepublicansleadinguptotheStrawPoll.But

whenitcomestomobilizingvoters,headdsin-

bannertothemix.“Iwouldanddousein-banner

videoadsforGOTVactivity,”hesaid,notingthat

heoenrunsin-bannervideoadsonlocalnews

sitestowardsthelastweekofacampaignwhen

hebelievesvotersareseekinginformationaboutcandidates.

SmartMediaGroup’sBrittenhasusedin-banner

videoadstodisplayseveralvideosinoneadunit.

“Itwasveorsixvideos,anduserswereactually

abletoscrollthroughthemandchoosethevideos

theywantedtowatch,”hesaid.

In-bannervideo“candenitelybeagoodwayto

supplementyourbuy,”saidRisingTide’sKaplan,

particularlywhentargetedpre-rollinventoryruns

out.However,heandotherswarnthat,unlikewith

pre-rollads,peoplemaynotactivatesoundin

in-bannervideo.“There’sagoodchancetheuser

isn’tnecessarilygoingtoclicktogetsound,”said

Kaplan,suggestingthatthevideoadcreativeitself

shouldbedesignedtodrawattentionwithout

audio.

ViDeo AD foRMATs AnD WhAT They’Re gooD foR



8 • D m 201: VD DV

Videoadpricesvarygreatlydependingonfactors

suchasinventoryavailabilityanddegreeoftarget-

ing.Ingeneral,they’recheaperthanTVbutpricier

thanyourstandardanimateddisplayad.

Accordingtodiscussionswithsourceswhobuy

videoads,pre-rollspotsonYouTubetypicallyrun

around$10CPM,orcost-per-thousandimpressions.

Pre-rollimpressionsinadnetworkscangofrom

around$8CPMto$15,orhigher.Typically,buying

directfromwebsitepublisherswillcostthemost—

sometimes$30CPMorhigher.

Remember:thecostgoesupasmoretargetingislayeredon.Inotherwords,runningapre-rollad

intheentirestateofWisconsinwillcostlessthan

targetingspecicadcreativetospecictargetsin

thestate.Also,becausethenumberofimpressions

isreducedastargetingisenhanced,reachandfre-

quencydecreasesasmoretargetingisadded.

“Ifyou’repayingmorethan$10-15dollarsperthou-

sand,you’regettingeeced,”saidonepoliticalad

buyer.“TheplacesyougotospendyourTVmoney

mightnotalwaysbethebestplacestobuyvideo

ads,”suggestedthesource.

Keepinmindsomeonlineadbuyersaremore

focusedongettingthemostbangforthefewest

buckspossible,ratherthanonthequalityof

contenttheiradsshowupnextto.Thosecost-

consciousbuyerstendtowardstargetingaudiences

throughadnetworks,whilecontent-concerned

buyersaremorewillingtobuydirectandpossi-

blypaymoretoensuretheyshowupinpremium

placesagainstqualitycontent.

“Eventhoughit’smoreexpensiveyougetexactly

thecontentyouwantandexactlytheaudience

youwant.There’sjustlessroomforviewsgetting

outonsitesthatarenotofusetoyou,”saidSmart

MediaGroup’sBritten.Whenbuyingdirecton

alocalnewssite,forinstance,“Youknowyou’regoingtogetthebestinventoryinthecorrectsec-

tion,”ratherthanhaveyouradsrelegatedtocom-

munitycalendarpagesorothercontentsections

publishersoeruptoadnetworksbecausetheyare

diculttoselldirect.

Acampaigncouldgetstartedwithapre-rollvideo

buyforaslittleas$1,000,saidTargetedVictory’s

Beach.

Videoadscanbepurchasedonanimpressionbasis

butalsoareincreasinglyavailableonacost-per-

vieworcost-per-engagementbasis.

hoW MuCh Does This sTuff CosT?



D m 201: VD DV • 9

ViDeo AD glossARy

Here’sabriefoverviewoftermsyou’llneedtounderstandwhendiscussingonlinevideoadvertising:

Companion Ad

Displayorskinadsthatareservedalongsideavideoadvertisementatthesametimeforthesameadver-

tiser.Thoughsomevideoadformatsdoenableclick-throughandotherinteractivity,thisisamongthe

moststandardmeansofallowinguserstoclickwhilewatchingavideoadonline.Theytypicallyappear

withinavideoplayerenvironment.

In-Banner

Theseunits—typicallystandardIABadsizes—enableuserstoviewvideosdirectlywithintheaditself.

Oenvideoandaudiobeginsplayingonlywheninitiatedbytheuser,butsomeadnetworksandsitesauto-

mateaudioandvideo.

Mid-RollAnin-streamvideoadthatplaysatasetpointduringvideocontentplay.Itistypically5-to30-secondsin

length.

Post-Roll

Anin-streamvideoadthatplaysaervideocontentends.Itistypically5-to30-secondsinlength.

Pre-Roll

Anin-streamvideoadthatplaysbeforevideocontentbegins.Itistypically5-to30-secondsinlength.

Overlay Ad

Adsthataredisplayedinthebottomportionofavideoplayer.Theseclickableadsoenappearbrieydur-

ingavideoplay,thendisappearsoasnottodisruptthevideoentirely.Theycanbetext-basedorappearas

smallbannersovervideocontent,andaresometimesusedbypoliticaladvertiserstomaketheirownweb

videocontentclickabletoadonationorsign-uppage.



10 • D m 201: VD DV

Key ViDeo AD MeTRiCs TeRMs

Completed Plays

Thenumberoftimesavideoiswatchedinitsentiretywhenplayedatnormalspeed.

GRPs

ThejuryisstilloutonwhetheronlinevideoshouldbemeasuredinGrossRatingsPoints,muchlesshow.

Severalvideoadsellersanddigitalmediaconsultantsuseproprietarymethodsfortranslatingtraditional

TVGRPstoonlinevideoadcampaigns.

Time Spent

Theamountofseconds,minutes,andhoursvideoisviewed.Thismetrictypicallyisusedtomeasurethe

amountoftimepeoplewatchvideoonaparticularwebsiteoradnetwork.

Unique View

Thenumberoftimesavideoiswatchedbyoneindividualuser.

Video Ad Impression

Likeadisplayadimpression,thenumberofimpressionsreectsthenumberoftimesavideoadhasbeen

served.

Video Completion Rate

Alsocalledview-throughrate,thisistheaveragepercentageofvideoadplaytime.

ViDeo AD foRMAT sTAnDARDs

Fordetailedguidelines,standards,specs,andsubmissionrecommendationsforvideoadformats,download

theInteractiveAdvertisingBureau’sVideoAdFormatStandardspaperin.pdfformhere:

http://www.iab.net/media/le/IAB-Video-Ad-Format-Standards.pdf

http://www.iab.net/media/file/IAB-Video-Ad-Format-Standards.pdf




D m 201: VD DV • 11

InOctober2010,RepublicanDinoRossi,candidateforU.S.

SenatefromWashington,ranexpandablevideoadstarget-

ingkeyvotersegments.Thecampaignaimedpersuasive

videoadsataudiencesoutsidethetypicalsupporter

groupswhomightbereceptivetothemessage.

Thecampaignhopedtoconvincenon-supportersthatthe

opponent,DemocraticincumbentPattyMurray,didmore

forWashington,D.C.thanthestateofWashington.

"We'renottargetingabaseaudiencehere,"explained

TargetedVictory’sBeach.Politicalcampaignsoenaimfundraisingandlist-buildingadsatlikelysupporters.

Here,theideawastopersuadepeopleoutsidethebaseto

voteforRossi.

"Ifyou'rerunningonRedStateinOctober,you'veprobably

gotbiggerissues,"saidZacMoatt,thenapartnerwith

TargetedVictory,alludingtoRepublicancampaignsrun-

ningadsontheconservativenewssitelateinanelection

season.

PoliTiCAl ViDeo AD CAse sTuDies

Campaign:

DinoRossiforU.S.Senate,2010

Digital ad agency:

TargetedVictory

Goal:

Persuasion—convincevotersthat

theincumbentwastoofocusedon

Washington,D.C.

Target Audience:Non-supporters

































12 • D m 201: VD DV

Inalow-informationelectioninwhichneithersideranTV

spots,Noon8ranpre-rollvideoadsinconjunctionwith

Facebookads,searchads,andotherdisplayadvertising,

aswellasdirectmailandrobocalls.Thecampaignused

contextualandkeywordtargetingindicatinganinterestin

news,layeringondemographictargeting.

AccordingtoKoster,Noon8spentaroundthesame

amountofmoneyoneachonlineadformatbuy,running

75millionFacebookadimpressions,10.5millionani-

mateddisplayadimpressions,and1.7million15-second

pre-rollvideoadimpressions.ThevideoadsreachedaroundoneinfourInternetusersinBrowardandDade,

whichChongandKostertranslatestoaround200GRPs

basedonreachandexposure.

OnlyBrowardandDadesawtheadsbecause,“Wedidn’t

wanttowaterdownimpressionstoomuch,sowedecided

itwasmorecost-eectivetotargetvotersinthosecoun-

ties,”saidKoster.

Whilethevideoadstoldthestorythroughahigh-impact

adformat,theothersreinforcedthemessage,headded.

Intheend,Noon8achieveditsgoalofkeepingthe

amendmentunderthe60percentneededtopass.Theonly

twocountiesinFloridathatbrokeinNoon8’sfavorwere

thetwoinwhichitranthesepaidvotercommunications.

Campaign:

Noon8BallotInitiative,2010

Digital ad agency:

ChongandKoster

Goal:

Persuasion—PreventFlorida’s

Amendment8,involvingschool

classsize,frompassing.

Target Audience:OldervotersinBroward

andDadecounties







































D m 201: VD DV • 13

Throughoutthe2010primaryandgeneralelectionseason,

ConnecticutDemocratDanMalloyusedvideoandother

typesofonlineadstoeducateandpersuadevoters.Inthe

naldaysbeforetheelection,thecampaign’spersuasive

messagingtransitionedtoinclude"VoteTomorrow"and

"VoteToday"calls-to-action.

Inthoselastfewdays,arenewableenergymessage

dominatedMalloy'sonlineads."AsGovernor,I'llinvestin

greenenergytocreatejobs.IbelieveConnecticutcantake

theleadonthisnewtechnology,"statedMalloyinavideo

thatplayedinsidedisplayunits.

AccordingtoMichaelBassik,SVP,digitalatGlobalStrat-

egyGroup,thatvideomessageran"onmorethan50per-

centofthecampaign'sdisplayadinventory,"leadingupto

electionday.Morethanhalfoftheonlinevideoinventory

wasin-banner,accordingtoBassik,whosaidpre-rollalso

ranonYouTube.

Thecampaignalsousedtelevision,directmail,andradio

ads,butMalloywaspoisedtoexperimentwithonline

persuasion,ratherthanfocusonmorestandardonline

goalsoffundraisingandsign-ups.Becausethecandidate

qualiedforthestate'sCitizens'ElectionProgram,hewas

requiredtoabidebycertainruleslimitingcontributions

andexpenditures,thuslimitinghisfundraisingeorts.

"Thisisnotatokenadbuy,"saidBassikoftheonlineeort

atthetime."Thisisanadbuythatispartofthecam-

paign'sintegratedstrategy."

Campaign:

DanMalloyforConnecticut

Governor,2010

Digital ad agency:

GlobalStrategyGroup

Goal:

Persuasion,Education,GOTV

Target Audience:

Connecticutvoters








































14 • D m 201: VD DV

ViDeo AD neTWoRKs

Adap.tv letsadvertisersrunvideoinanyadformat,andallowsthemtochoosewhichsitestorunon.The

platformcanlterpublishertypesbyvideoquality,contenttype,andwhetherornotadsareauto-initiated

oruser-initiated.

AOL oersin-bannerandin-streamvideoacrossitsownpropertiesaswellasthroughoutitslargeAdver-

tising.comnetwork.Thecompany’sStudioNowserviceconnectsadvertiserswithanetworkoffreelance

videographers,andAOLcanlayeronvoterdatatotargetvotersbylocation,votinghabits,andother

criteria.

BrightRollprovidesin-stream,in-banner,andcustomvideoadsforonlineandmobileenvironments.The

companyoersfullsitedisclosureandinteractivepre-rollcapabilitiesthroughapartnershipwithInnovid.

Huluoersin-stream,in-banner,pre-contentsponsorshipmessages,brandedskins,andinteractivein-

streamadformatsincludingadselectionunitsallowinguserstochoosewhichadthey’dliketowatch.ThenetworkprovidescontentfromawidevarietyofbroadcastandcableTVpartnersincludingABC,NBC,Fox

News,HGTV,andmore.

Say Mediaoersvideoformatsincludingxedplacement,expandablevideo,fullpagetakeovers,display

unitswithvideoandrichmediacomponents,andmobileandtabletunitsforiOsandAndroidplatforms.

Thecompanysellsadsonacost-per-engagementmodel,hasanin-housecreativestudio,andrequiresno

richmediaservingfees.

SpotXchange sellsin-stream,in-banner,andmobilevideoadsacrossitsnetwork.Thecompanyalso

enablesinteractionincludinglocationsearchandsocialmediasharinginsidein-streamvideoformats.

Itsellsbasedonavarietyofmodelsincludingcost-per-engagement,andoersautomatedvideoad

optimization.


































D m 201: VD DV • 15

TidalTV partnerswithCampaignGridtoenablemulti-sourcedtargetingforin-streamandin-bannervideo

advertising.CampaignGridmatchesvoterdatafromtheRNCandothersources—alongwithconsumer

datashowingincome,purchasebehavior,orotherinformation—withtheregistrationdatagatheredfrom

itspartners.Itthenstripsoutpersonallyidentiableinformationtocreatesegmentsoflikelyvotersthat

canbetargetedthroughonlineads.Now,itcanenablethatsophisticatedformoftargetingforvideoads

throughtheTidalTVpartnership.

Tremor Videooersavarietyofin-bannerandin-streamvideoadoptions,includingformatsforiOS,

Android,andBlackBerrymobileplatforms.Thermpre-scansvideostoensureadsareservedagainstqual-

itycontent.Tremorisopeningitsself-servemeasurementplatformtoalladvertiserstogaugevideocam-

paignmetricsincludingbrandliacrossnetworkbuys,evenwhentheyaren'trunningadsthroughTremor.

ValueClick Media providesin-banner,pre-roll,mobilevideo,andin-textvideoformats.Thecompany

allowsadvertiserstoretargetvideoadviewerswhodidnottakeavideoadactionthroughdisplayadsinitsnetwork,andcantargetadsbasedonreal-timefavorabilitydata.

YouTubeoersin-streamvideoadunits,andallowscampaignstoincludeinteractiveoverlaysontheir

videocontenttoenableinteractivity.Advertiserscanchoosewhichvideos,channels,orcategoriesthey

wanttorunadsagainst.Thecompany’sTrueViewproductletsviewerschoosetocontinuewatchingad

contentaer5secondsofplay,andadvertiserspayonlywhenviewerswatchanentiread,or30secondsof

anad.YouTubealsooersin-slateadsthatplaybeforelong-formvideocontent,andallowuserstochoose

towatcheitheralongeradbeforethecontent,orfour15-secondspotsintermittentlywithinthecontent.

YuMeoersin-streamvideounitsandvideooverlaysthatallowforavarietyofinteractivity,simultaneous

displayads,brandedplayersskins,andmore.Mobilevideoformatsarealsoavailable.






























16 • D m 201: VD DV

oTheR ViDeo AD TeChnologies

Call2Actionoerssharablevideounitsthatletpeopleclickto"getinvolved,"submitcontactinformation

toreceiveemailupdates,andsharecontentviaFacebook,Twitter,MySpace,Blogger,andotherplatforms.

Theunitscanbedeliveredasstandarddisplayads,sharedinaFacebooknewsfeed,andcanbeupdated

dynamicallyacrossallimpressions.

EyeWonderoersin-stream,in-banner,expandablebanneradswithvideo,andcustomvideoadsthat

incorporaterichmediaelements.Thesystemalsoenablesinteractiveoverlaysandmobilecapabilities.

Innovidallowsadvertiserstointegrateinteractiveelementsintheirin-streamvideoadsacrossseveral

videoadnetworksandwebsitepublishersincludingTremor,YuMe,SpotXchange,NBC,Lifetime,Facebook,

andmanyothers.

Jivoxtechnologyenablesinteractivevideo,widgets,andsocialsharingthatcanbedeliveredasin-stream,

in-banner,andmobileortabletunitsacrossoperatingsystemsandplatforms.

Mixpoprovidesinteractivevideoadsinin-stream,in-banner,andmobileenvironmentsincludingtablets

andapps.Campaignscanincludesign-upformstobuildsupporterlists,pollvotersaboutissues,enable

videosharingonFacebookandTwitter,andrunseveralspotsinasingleonlineunittotestorsequencea

setofmessages.Thecompanyoersmediabuyingandplacementservicestailoredtothepoliticalmarket.

SocialVibeservesshareablevideo-enabledadunitsfeaturinginteractivitysuchaspollsinsocialnetworks

apps,andsocialplatformssuchasFacebook,Twitter,andZynga.




























▶ Simple: Turn your tv ads into online

video ads in minutes—it's easy.

▶ Engaging: Use interactive elements

to register volunteers, drive donations

and more.

▶ Relevant: Deliver messages specific

to voters by city, zip, gender, etc. ▶ Flexible: Publish your ads once and

they work anywhere online— mobile,

tablet and PC.

▶ Insightful: Get real-time data to gauge

performance—just like poll results.

Mixpo is a proud AAPC member, AAPC 2011 Pollie Award winner and IAB member.

Mixpo SmartVideo for Advocacy + Political expands your campaign’s reach and frequency

while fostering direct voter interaction to increase awareness, favorability, donations, and

votes. We can help you extend and empower your campaign online. We supported more

than 70 political campaigns in the 2010 season alone.

www.mixpo.com

Mixpo SmartVideo™

Engage Voters with

The Comprehensive Video Advertising Solution







































Documents

Digital Political Campaigns 2011