Political campaigns resist tactical evolution, especially if their tactics helped them win, and especially when those perceived tactics have a perceived value of helping them win again. Why? Campaigns have stakeholders – consultants, candidates, and staff – who hold on to the status quo. Their unwillingness to adapt to new tactics is the obstacle. It’s understandable. Why change what works?
Well, in digital political marketing, the proven tactics of your last election become out of date as soon as you win. The tactics you adopted at the beginning of your campaign, which could be 18 months before your victory, are not current. Trends change. Technology gets better. Metrics and analytics show a better way to reach your goals.
Political digital marketing is a growing force within election campaigns. The amount of money campaigns are spending on digital marketing proves this. Even if a campaign is doing the same old stuff, it is spending more money on digital marketing because all campaigns are doing more digitally. So, with an inevitable commitment to more digital marketing spending, a campaign should get out of the past and set its trajectory on the future of political digital marketing.
According to a recent eMarketer study, “U.S. political advertisers will splash out $8.8 billion on video in 2022, close to the record $9.5 billion spent in 2020, despite this year marking a midterm rather than a presidential election.” WAY Nation Solutions remains prepared to handle this upcoming surge in political ad spend. As you consider the upcoming midterm election season, we want to convey how we’re built to handle political advertising.
For a little background, you can check out an earlier article titled The Secret Weapon for Political Advertising in 2020 which is still very timely and accurate and shows how we helped a local candidate win a campaign with these exact tactics.
Built for the Speed, Accuracy and Agility of Political Advertising
1. Dedicated Politically-Specialized Service Team
From a support perspective, our political clients work with a politically-specialized service team. Our agile team structure accelerates tasks with a high level of accuracy. With expedited response times, we can turn around a high volume of tasks in a small manner of time.
Additionally, we offer a managed service option to promote ease of workflow. Managed service basis means WAY Nation Solutions manages all of the setup, launch, reporting, and optimizations.
2. 90%+ Match Rate on Addressable Data
While service remains important, we know how powerful a superior product can be. That’s why we’ve built our platform to handle a high volume of political campaigns with success. And that starts with our leading match rate for address data.
Whether identified in your CRM, or via a Political Data Provider agreement, we can target at the household level with scale. With a consistent match rate at or above 90%, we can reach more of your audience with no added cost. This massive benefit allows for greater reach, greater scale, and fewer wasted impressions. Additionally, it provides more data that can inform our optimizations for strong performance.
Moreover, we can activate address data for OTT/CTV, video, display, native, and audio. In other words, you can target any list, via a first-party database or leading data provider, at the household level, with any of these media types. This allows an advertiser to get in front of important users through a wide variety of device types. And each media type runs as its own tactic, providing a transparent view of spend and performance.
3. Active Integrations with Leading Political Data Providers
We partner with each of these leading data providers, as well as many others: Acxiom, The Data Trust, L2, Aristotle, i360, and TargetSmart. These partnerships allow us to onboard their audience data at the address level. Our industry-leading matching & activation platform then can target these audiences at the household level. If working with a specific data provider matters to you, we can do so with precision and scale.
Key Success Factors of Addressable Geo-Fencing for Political Campaigns
- Targeting at the household level to reach potential voters and minimize wasted impressions.
- Utilize video ads served on OTT/CTV devices to offer the impact of linear TV with the precision of digital, in addition to pre-roll video and display ads.
- The ability to match and activate campaigns with no minimum list size, and an average address match rate exceeding 90%.
- Ability to scale and manage dozens of localized campaigns simultaneously across multiple states with varying flight dates.
- Utilize video ads served on OTT/CTV devices to offer the impact of linear TV with the precision of digital, in addition to pre-roll video and display ads.
- In-depth reporting and visual dashboards to showcase KPIs to each candidate’s campaign staff.
Achieve Measureable Results for Poltical Goals
We support branding, persuasion, and direct response campaigns. For political advertising, we have a solution in place for, but not limited to, the following goals:
- Build political campaign awareness
- Ramp up fundraising efforts
- Build an effective volunteer base
- Reach voters and Get Out The Vote
- Convert fence-sitters
- Track polling location conversions
With our report center, we attribute measurable results for any campaign goal type. In most cases, campaigns on our platform use a CPA, CPV, CTR, or VCR optimization goal. This means we can track in-person visits, online submissions, clicks, and views. Whatever your goal, our platform and data models can measure results in real-time.
Undoubtedly, WAY Nation Solutions can meet the current needs of political advertisers nationwide. Our core product benefits and dedicated service model provide the necessary value to succeed. With political ad spend surging again in 2022, consider WAY Nation Solutions prepared to lead the way.
Ready to partner with WAY Nation Solutions for your political advertising needs?
Connect with Noah Meier today for next steps.