Ashley O’Rourke, Majority Strategies’ Director of Analytics & Audience Insights, recently joined a panel at Campaign & Elections’ CampaignTech Innovation Summit, “People-Based Reach: Capturing Reach & Frequency at the Voter Level.” Today, Ashley shares some takeaways from that event on our #StrategySession.
First, I want to thank Campaigns & Elections and the panel sponsor, Adobe, for including me in this important conversation.
Campaign dollars aren’t so easy to come by, and campaigns must make informed decisions about where every penny is spent. To do so requires an understanding of how to evaluate political advertising in terms of reaching real people and voters, not digital IDs like cookies or IPs.
Simply put, voters are more than a digital number, and winning campaigns will have gained clear insight into the number of voters they need to reach and with what frequency. That is a critical element of a multi-channel voter contact plan that is optimized for frequency and reach to your target voters.
Campaigns must know:
- WHO you are talking to;
- WHAT will persuade and motivate these voters;
- WHERE you are reaching them;
- WHEN you need to start and stop your advertising campaign; and
- WHY you may need to reach voters offline, too.
At Majority Strategies, we analyze our client’s race and create a custom playbook that enables their campaign to reach their vote goal through direct, 1<>1 voter contact across online and offline channels.
Interested in seeing one for your race? Reach out to our team of strategists today.
In a close election cycle, races will be won or lost on the margins.
It will be critical for campaigns to have insight into the actual number of voters they are able to communicate with online.
That will ensure campaigns are able to effectively and successfully determine the appropriate media mix and understand whether they need to target the audience on additional offline platforms, like mail or grassroots door-to-door, in order to reach ideal frequency.
Remember, voters are more than just a number.