Campaigning: Mobile Advertising and Elections
All politics is local.
That’s a piece of advice that Tip O’Neill received from his father after the one and only time he lost an election (a city council seat that he tried to win as a senior in college). O’Neill never forgot that the individual and his or her concerns are at the center of even the most wide-ranging campaigns, and he never lost another election during a political career that extended from 1936 to 1987.
O’Neill’s advice still holds true in the mobile age. Reaching the right person with the right message at the right time is the key to success. Now we just have more — and better — ways to do that with mobile.
In Millennial Media’s 2014 S.M.A.R.T. Report, Government & Military spending entered the top 10 Global Brand Verticals on our platform for the first time.
Government & Military includes political ads, awareness campaigns for government services, and military recruitment efforts, so we drilled down further in that category and found that Political & Advocacy campaigns were the most popular by ad spend.
Clearly, more political professionals realize that mobile advertising and political campaigns are a good match, so they use the power of mobile to reach their audience. After all, consumers are spending more time on their mobile devices. While U.S. smartphone users have grown 41% since 2012, consumer time spent on smartphones has doubled.
Political & Advocacy advertisers are pretty savvy about reaching and engaging with their audiences, too. 27% of said advertisers use rich media ads, which is slightly above average for the Government & Military vertical and our entire platform. 21% of the same group use video, one of the most engaging ad formats available, too.
Political & Advocacy advertisers are making good use of mobile’s targeting capabilities as well. Half of them use location data (again, all politics is local) and 43% use demographic data (avoiding those unable or unlikely to vote in a given election) to focus their campaigns on the right audience.
The goal of 88% of Political & Advocacy campaigns on our platform is to increase Brand Awareness & Engagement among constituents. 60% of those same campaigns drive consumers to a mobile web page where they can learn more infomation about a candidate or an issue.
As the U.S. presidential election season progresses, we will release a series of blog posts on how Political & Advocacy advertisers can make the most of their mobile campaigns. All politics is local, and so is mobile.
More from Brian Kurtzman
Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.