Television advertising is often recognized by political action committees (PACs) and issue advocacy groups as the most effective way to engage with voters. Unfortunately, television can also be woefully inefficient when it comes to cost vs. measured return.
Television viewership has been declining for years, especially among millennials. Despite dilution in viewership, however, a TV buy from a Super PAC is still likely to see extreme price increases as we get closer to the election — as much as 10 times the standard TV media rates according to Elizabeth Wilner of research firm Kantar Media.
At the same time, online connectivity has continued to skyrocket. Pew Research estimates that 24% of Americans don’t have either cable or satellite TV, while only 13% don’t use the Internet. Your voters may be spread out across 300+ cable TV channels but they are only holding one smart phone.
Digital and mobile campaigning is now at the point where an online ad is just as effective — if not more effective — as a TV spot for a drastically reduced price tag.
In the 2016 cycle, digital has become the transformative tactic. Semcasting Mobile Footprints is a unique targeting approach that creates a deterministic map of more than 115 million mobile devices, going well beyond cookie-app matches and standard geo-fencing. Campaigns can use Mobile Footprints to extend voter lists and find key voters at home, work, or on the move within any defined location.
Semcasting Mobile Footprints provides the accuracy of direct mail with greater reach than TV or telemarketing — at a much lower cost. Download our overview for more information or contact Matt Hedberg at MHedberg@semcasting.com
Semcasting : Jun 1, 2016 10:00:12 AM
