For political marketers, it’s all about Election Day turnout. If supporters don’t show up to the polls, it doesn’t matter how polished your political campaign ads were, how attractive your mailers looked, or how much money you raised during your campaigning efforts. In the end, you need votes.
In a political environment that can change by the minute, political marketers need to pivot quickly when Getting Out the Vote (GOTV) to amplify their voice, expand reach, and hit voters in the moment that matters most. That is why it’s so important to effectively utilize programmatic advertising to deliver impactful digital ads during the window leading up to Election Day – allowing political marketers to reach the ideal voter, at the right time, with a compelling message that drives them to the polls. Here are some ways marketers can leverage Simpli.fi’s localized programmatic solutions to GOTV and win on Election Day.
Fill in the Gaps with Mobile Ads
With potential voters spending more and more time online, mobile display ads can help fill an important gap when GOTV. Political marketers can utilize Geo-Fencing to narrow down their targeting efforts to districts, precincts, zip codes, and neighborhoods that index towards a particular candidate or party in order to shore up support and GOTV during the crucial time leading up to Election Day.
Simpli.fi’s Geo-Fencing technology lets you set parameters using custom shapes and sizes so you can target only the area(s) you want to hit with mobile ads. This level of precision can definitely come in handy when GOTV. With all of the gerrymandering that has taken place among political districting in recent years, many districts have taken on odd or even bizarre shapes. Simpli.fi allows marketers to draw a precise Geo-Fence around any shaped district so no impressions are wasted, and the right voters are targeted.
And we can target far narrower than the district or zip code level. With Simpli.fi, political marketers can geo-fence any specific geographic area around town leading up to Election Day. For example, you could geo-fence certain areas around polling stations like office buildings and/or business locations to reach potential voters with mobile ads reminding them of the closest polling location and encouraging them to get out and vote. And the cherry on top of this advanced location-based mobile advertising technology is the capability to set up Conversion Zones around said polling locations and track what foot traffic those locations saw from various targeted areas around town.
The options are endless—don’t miss out on filling in the gaps with mobile ads while GOTV.
Reach Your Voters with Digital Advertising at the Household Level
Traditionally, political campaigns spend a lot of grueling time on foot going door-to-door in the weeks leading up to an election. The good news is that since political marketers already have household-level targeting lists in place, Simpli.fi has a powerful way to augment door-knocking efforts and extend reach, improve frequency, and even provide reporting on which households viewed an ad and then came out to the polls.
With our Addressable Geo-Fencing technology, political marketers can leverage existing voter registration rolls, subscriber sets, and more to precisely target individual households with digital advertising at scale. This allows marketers to serve mobile, video, and/or OTT/CTV ads to individuals across multiple devices at one specific address with no unwanted overlap. The ability to pick and choose which households to target also reduces wasted impressions and maximizes ad spend.
Target an Audience of Likeminded Voters
People who attend political events specific to a political party or candidate make up an ideal audience ripe for retarget prior to Election Day. Using Simpli.fi’s Geo-Fencing with Event Targeting technology, political marketers can geo-fence events like political conventions, rallies, and debates to build an audience of likeminded potential voters. What makes our Event Targeting special is the ability to capture a target audience at precisely the right time and place and then retarget them at a later date.
For example, say there’s an upcoming political rally to be held at a local convention center. The rally is in the afternoon, but there are other unrelated events both before and after. With Event Targeting, political marketers can capture only the people who attend the political rally by geo-fencing the location during a specified day and time window, allowing you to not waste impressions on the other event’s attendees. Once you’ve captured the right audience, you can then serve them mobile ads in the days leading up to the election.
Converting Fence Sitters
GOTV is an important step in driving voter turnout, especially for solid supporters. However, how can political marketers effectively reach those pesky fence sitters in the days leading up to Election Day and convert them into actual voters? The answer is simple – you need to hit them at the critical time that matters most, and in order to so, it is important to understand the role of timing in advertising.
For instance, some political marketers might want to target potential voters while they are researching certain topics, while others might want to put a range of recency on the delivery and serve them ads instantly or up to 30 days out. Others might want to catch them right before polling locations open because a week later may be too late. Or, some might want to time a message after a campaign event such as a rally and capture their attention while the event is fresh on their mind. In order to make this happen, political marketers need to be able to buy digital inventory and serve ads to a dynamic audience at the right time and place. With Simpli.fi’s unique use of unstructured data, we are able to retain the date and timestamp associated with each piece of data, allowing us to offer variable recency (from instant recency up to 30 days). Being able to leverage recency in programmatic marketing makes it possible for political marketers to place the right ad in front of the right voter at the right time and drive more voters to the polls.
Successful GOTV strategies have increasingly incorporated digital advertising over the past few election cycles to successfully drive more voters to polling locations on Election Day. Check out Simpli.fi’s free Political Marketers Playbook to learn more about how you can benefit from localized programmatic during these final days. It’s loaded with stats, insights, case studies, and tips that will help guide your political advertising strategy.