Geographic targeting of Registered Votes CampaignGrid used its state of the art technology and precision online targeting to target registered voters in specific “voter zones”. (Note: voter zones are 2.5 times smaller than traditional zip codes and allow for more pre- cise targeting --- (see the “heat map” for Republicans in FL-11) Note that FL-11 is fairly mixed in its partisan af- filiation. Very little is strong Republican, and very little is strong Democrat. Given the limited Republican strong- holds in FL-11, CampaignGrid also targeted using other methods.
Retargeting During the 2010 election cycle, CampaignGrid also creat- ed a massive targeting and retargeting program, deploying cookies and then serving ads to those cookied individu- als, in conjunction with numerous conservative websites, such as Fox News, allowing advertisers to reach directly self-identified conservative voters. In Fl-11, 384,000 ads were served to people with conservative cookies on their browser.
Site Targeting Republican men visit certain sites.
Among those sites
targeted were AOL,
nbcsports.com,
realclearpolitics.com,
cnn.com, and
townhall.com.
Keyword Targeting on Facebook Facebook provides easy keyword targeting through users’ use of affinity groups – Sarah Palin, Marco Rubio, Ameri- ca Speaking Out, Florida Republican Party, etc. – and this approach was used by CampaignGrid to target ads. CampaignGrid’s patent pending, online voter targeting
platform, combines 187 million voter records with as- sociated consumer data for each voter in the electorate. Real time data mining allows advertisers to microtarget an audience on the web and cell phones using 172 differ- ent consumer and voting behaviors. Grid has pioneered hyper-local data driven online targeting by mapping the electorate to the web. Interactive ads that feature static banners and videos are designed to list build, fund raise and persuade. Real time feedback on which ads work are used to optimize the ad campaign.
KEY FINDINGS Internet advertising changes the opinions of voters. We compared the poll results over time (for instance, be- tween the initial and post-election polls), and internally within the final poll to gauge the impact of the online advertising. Both methods confirmed the effectiveness of online ads.
All Voters, Measured O ver Time Among all voters, the rate at which respondents reported having heard the phrase “Does your monkey need rehab?”
April 2011 | Campaigns & Elections 35
went from 8% in the initial poll to 12% in the final poll (n=400 in both cases), a 4 percentage point increase. Perhaps more profound is that those who were able to label Kathy Castor as the politician most likely to be as- sociated with a program to spend $71,000 on the effects of cocaine on monkeys increased 30% percent over time. In an open ended question, respondents increased by six percentage points, from 20% to 26%.
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