This page contains a Flash digital edition of a book.
and whether presidential year elections, non- presidential year elections, or both


• Primary voters • McCain, Obama, or “other” voters • Degree of “political engagement”


They ultimately elected to target three distinct


groups: 1) Highly engaged registered Republi- cans who voted straight Republican, 2) Highly engaged moderate-to-conservative Independents who’d demonstrated a capacity to vote Repub- lican in previous elections, and 3) Highly politi- cally engaged moderate-to-conservative Demo- crats who’d also demonstrated a capacity to vote Republican in previous elections. Resonate’s re- search-based methodology and proprietary tech- nology enabled the campaign to effectively and efficiently reach and engage these highly targeted audiences quickly. The results were exceptional. We placed nearly


five million precisely targeted premium ads across 24 sites during the seven-day period leading up to the election. Click through rates were as aggres- sive as .525%. Highly correlating sites included but were not limited to Fandango, TechCrunch, Sci- entificAmerican.com, Lifescript.com, Time.com, Parade.com, and Beliefnet. “Reaching voters on the Internet has become


twice as important as radio listeners for GOTV efforts,” says Rob Willington, who managed new media and online strategy for the Brown campaign. “Online, you can reach exactly who matters to your campaign with the best message to connect with them, especially if they are an audience that is traditionally under the radar. This unique and criti- cal ability is why Resonate was an integral part of our online advertising spend.” Attitudinal Targeting™


came about when


George W. Bush’s political director, Sara Taylor Fagen, and issue advocacy pioneer John Brady set out to apply microtargeting online with a similar level of precision that they were able to achieve within their respective markets offline. Resonate serves ads to voters where they spend their time online based on very specific crite- ria that go far beyond basic demographics and party affiliation.


Using its political targeting attributes—and defining the audience profiles of voters


the


candidate needs to reach—we effectively deliver ad campaigns that reach specific voters with tar- geted messages on the websites with the highest concentration of the desired audience for a more efficient ad buy and budget spend. As described


above, for the Scott Brown campaign, we were able to deliver ads through a unique mix of web sites chosen for their high concentrations of these target audiences, fulfilling the Brown campaign’s audience objectives. Finding people of


various political persua- sions online may seem like an easy task—don’t all the conservatives hang out at FoxNews. com, and don’t all lib- erals frequent Dai- lyKos.com? Not so. We have found that these supposedly obvious as- sumptions don’t hold true. Resonate knows that if a campaign is trying to reach inde- pendent males, it can reach a higher concen- tration on Economist. com than on CNBC. com. If a campaign is trying to reach inde- pendent women, more of them will be found at CutOutHunger.com than on MarthaStewart.com. And if a campaign is looking to brew up Tea Party activists, it needs to advertise on Hollywoodlife.com rather than GlennBeck.com (yes, really). Finally, there is a higher concentration of Obama voters to rally on MenuPages.com than the more obvious pick, TheNation.com. Most political advertisers buy ads on expensive niche political sites with small audiences—the places where diehards go each month to wave the flag and read the news. Unfortunately, those sites only reach a small fraction of supporters at high cost with low impact. Attitudinal Targeting™


lets


advertisers reach supporters across tens of thou- sands of other sites that their target audiences are most likely to visit online. Naturally, many factors came into play in Brown’s win—such as voter distrust of incumbents—ebut the argument can be made that his team’s online sophistication sealed the deal.


Bryan Gernert is CEO of Resonate, a research-based online advertising targeting company that enables politi- cal advertisers to reach and engage with voters based on values, beliefs and attitudes.


December 2010 | Campaigns & Elections 61


If a campaign is looking to brew up Tea Party activists, it needs to advertise on Hollywoodlife. com rather than GlennBeck.com (yes, really).


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79