There’s no debate, political or otherwise, about the importance of data to a well-run political mobile ad campaign. But simply throwing up a geofence around your target district is only a small way to leverage data. Here are four tips for Politics & Advocacy advertisers who want to use data to enhance a mobile campaign:
- Vet how your media vendors gather location data.
Location data should be as accurate as possible, with a bias towards vendors that use GPS signals. Even better are vendors who observe location behavior over time. (For example, a mobile device located in a certain area during weekday business hours might belong to a commuting employee and not a permanent resident of the state or district.) Advertisers want to ensure that their message reaches citizens who can actually vote in the relevant election — not just people passing through. Additionally, when looking for hyper-local targeting, advertisers need a vendor with enough scale to deliver their campaigns in full.
- Use your existing databases to enhance ad targeting.
It takes time and resources to build voter databases, and not using these existing assets within mobile campaigns is a missed opportunity. Voter email addresses can be incredibly valuable for ad campaign targeting, and there are privacy-friendly ways to onboard said email addresses to media vendor platforms in order to target the right voters. Additionally, data management platforms that specialize in political data are excellent sources of information that can strengthen any campaign.
- Leverage mobile’s rich data signals to get granular on demographics.
Different voters respond to different issues. Using mobile’s unique data signals, advertisers can reach the right person at the right time with the right message. Demographic data, household income, political affiliation, voting patterns, and language preference are all data points that are available in mobile. And since mobile devices tie back to individuals, we know with unparalleled precision the voter we are reaching. Need to get granular with your targeting? We can help you find that Texas resident who watched the GOP debates, regularly reads The Drudge Report, and has his or her preferred device language set to Spanish. Can your TV buy do that?
- Act quickly.
Data integrations take time, resources, and legal legwork, and they should always be fully tested before campaign funds are deployed. Onboard your data now so you can take action quickly when it’s time to execute. Contact us to learn how.
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.