In the process of running a recent political advertising campaign for Chris Kelly (Democratic candidate for California Attorney General), the public affairs and research firm Global Strategy Group (GSG) used an experimental design to test the campaign’s effectiveness.
Using geotargeting, GSG was able to expose primary voters in 2 similar-sized media markets to different media. Palm Springs voters were exposed to both television and online advertising. Santa Barbara voters were exposed to television advertising only.
By surveying voters in both markets before the campaigns began and then again on election night, GSG was able to compare lifts in favorability, recall, and vote share.
The results, as described below, show that voters exposed to both the Chris Kelly television and online ad campaigns felt more favorably toward the candidate than voters exposed only to the television campaign.
As one component of the 200 million impression campaign, Mixpo partnered with GSG to run targeted video ads on local lifestyle and news websites. Two video ad examples are also included below.
Online advertising increases favorability
Likely Democratic primary voters who were exposed to both television and online advertising viewed Chris Kelly more favorably than voters who were exposed to television advertising only.
Total users favorability comparison
Online advertising makes an impression
The increase in Chris Kelly’s favorable ratings was driven largely by frequent internet users, who were more likely to be exposed to the online advertising campaign.
Frequent Internet Users favorability comparison
Online advertising moves target voters
The online advertising campaign was especially effective in reaching key target audiences, including older women 55+ and white women.
Older women and white women who were exposed to both television and online advertising were more favorable toward Chris Kelly, more likely to recall having seen, read or heard something about Chris Kelly and more likely to vote for Chris Kelly than their counterparts who were exposed to television advertising only.
Overall favorability comparison for target voters
Chris Kelly Xspots
These 2 Xspots illustrate the range of possibilities available to advertisers through Mixpo’s dynamic video advertising platform.
300×250 Xspot
728×90 leaderboard display ad that expands into an Xspot.
More information
Online advertising is effective for political campaigns. And barriers to online advertising are disappearing, making it a perfect time for politicians and advocacy organizations to jump in.
Learn more today about the Mixpo solution for politics.
Filed under: Agencies, Case studies, Publishers, TV and Xspots
