Featur e
as such can be created, targeted and served as late as Elec- tion Day itself. As shown in the chart below, GOP men who had re-
ceived the message increased by seven percentage points over five days of advertising that yielded some 9.3 million impressions. Over the last two days, the percentage of GOP men with whom the message was burned in jumped eleven percentage points as the campaign showed more than 5.3 million impressions. The cause of the dramatic increase over the last two
Of the two candidates running for Congress in your
Congressional district, Kathy Castor and Mike Prender- gast, which of the candidates would you associate with voting for a program to spend $71,000 of taxpayer money to fund a study of the effects of cocaine on monkeys? The percentage of Republican men voting for Prend- ergast increased from 74% to 82% between the initial poll and the post-election poll.
INTERNET ADVERTISING IS EFFECTIVE AT THE LAST MINUTE One of the most surprising findings of the study was that Internet advertising can make a significant difference in a short amount of time. And, unlike methods of voter con- tact such as mail and television, Internet advertising needs very little lead-time to be introduced into a campaign, and
days is difficult to ascertain with certainty. In the last two days, 2.5 million impressions per day were served vs. 1.6 million impressions per day in the first six days, which could account for the increase. This is particularly true if the last three days are counted as a group, which is a rea- sonable thing to do, as the 11% polling number on 10/31 was generated by three days of n=200 polling – 10/29, 10/30, 10/31. Such a grouping would create a 3 to 1 dif- ference in the impressions per day for 3.0 million impres- sions on the last three days and 1.1 million impressions for the first five days. This would imply that burning in an ad with a target audience is simply a function of packing impressions into days and increasing the frequency with which a target audience sees an ad. Another theory as to the reason for the dramatic in-
crease over the last two days of the campaign parallels po- litical television advertising. TV ads are well known by practitioners to have a “hockey stick” type result on polls. Some media buyers would say that if you air an ad with only 600 gross rating points behind it, you might as well not do it, because all the benefits on a poll accrue from 800-1000 gross rating points. This would indicate that the necessary pre-requisite for the dramatic results of the last two days was the number of impressions that were served in the first six days. Unlike television advertising, digital advertising can be adjusted in real time. If one version of an ad is working
increase +15
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