Mobile media is becoming increasingly mainstream in campaigns as a way to engage with a busy and often unplugged electorate: to raise money, share stories, and ultimately persuade critical voters to turn out. Video and rich media messaging can now be matched with voters and potential advocates in exactly the ethnic or geographical communities you need to reach, at a price you can well afford. On AAPC’s December 5th webinar, courtesy of @DM2PRO, attendees heard from top industry experts including Melinda Gipson (@DM2PRO), Leah Casterlin (Media Fortitude Partners), and Joe Corbe (1631 Digital) as they discussed innovative strategies that can help empower YOUR voter base via mobile.
- Save campaign money by delivering videos on a completed view basis and only pay for someone that watched a video all of the way through. Make sure you have an end card at the end of your videos.
- Millennials and multi-cultural voters tend to use mobile devices at the highest rates. Allocate dollars and segment your lists appropriately to maximize your reach for these voter blocs on most-used platforms.
- The more accessible your candidate or cause is the more flexible you can be with content sharing on mobile.
- The beauty of mobile and digital is that you can start talking to your constituents early. Video is a great vehicle to do this.
- You get good bang for your buck using digital and mobile compared to broadcast TV.
About Melinda: Melinda is a digital media and marketing pro with more than two decades of experience in applying digital media and marketing innovation to brand and political campaigns, and an acknowledged pioneer in mobile and social branded content.
- Effective campaigns include a lot of mobile. It’s very expensive to advertise state-wide, so targeted digital is a cost-effective way to get your message out to voters.
- Digital needs to be holistic. It’s important to keep this in mind, especially during our current technological environment.
- Geo-fencing is a great way to keep followers engaged.
- You should be targeting folks all the time. People nowadays are ALWAYS on their phones.
- On the creative side, it’s important to spend a bit more money on the front end of an ad to create a truly compelling display. Your designer should show you what the ad looks like via mobile before launching it and also create mobile specific ads.
About Leah: With 16+ years of experience in political media buying, Leah was one of the first political buyers to embrace digital media in 2012, when most campaigns chose to stick only to traditional media.
- Ultimately, everything now is so user-friendly. Campaigns are being well thought out and digital teams are able to hone in on specific parameters for targeting. Make sure you are targeting effectively.
- Site retargeting is crucial if you’re trying to get a message across in a short amount of time.
- Do some IB testing before launching mobile ads. Test a couple of messages on a smaller scale and then go from there. It’s important to find out what will resonate with your core audience before wasting money on ads that might not be effective.
- One of the most important pieces to develop is the message behind your ads. If you are off the mark with your messaging then the campaign will most likely fall short.
- Keep optimization front and center when budgeting. You’ll want to have more of your budget going to ads that are working. You can always change, update and adapt your ads in real time.
About Joe: Joe Corbe is President and CEO of 1631 Digital, a full service digital agency specializing in the delivery of data driven advertising impressions. Corbe has extensive experience in digital strategy and creative online messaging for retail, brand and Issue Advocacy accounts.
A huge thank you to our speakers for sharing their expertise with the AAPC membership!