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Digital Political Campaigns 201: Video Advertisingby Kate Kaye
For more expert insight, visit us: www.clickz.comFollow the author on Twitter: @lowbrowkate
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About the Author, Kate KayeFew people can say
they’ve followed
digital political
campaigns since
2002, but Kate Kaye
is one. Kate is a trusted source on the
topic, discussing it at conferences and in
interviews for television, radio, print, and
digital media outlets. She is the author
of “Campaign ’08: A Turning Point for
Digital Media,” and in her role as senior
news editor at ClickZ, Kate created the
publication’s Politics & Advocacy section,
dedicated to covering digital political
and advocacy campaigns.
Follow Kate on Twitter: @lowbrowkate
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TAble of ConTenTs
3 TheRiseofPoliticalVideoAdvertising
4 ThinkOutsidetheWeb-as-ATMBox
5 VideoPersuades,andMuchMore
7 VideoAdFormatsandWhatThey’reGoodfor
8 HowMuchDoesThisStuffCost?
9 VideoAdGlossary
10 KeyVideoAdMetricsTerms
10 VideoAdFormatStandards
11 PoliticalVideoAdCaseStudies
14 VideoAdNetworks
16 OtherVideoAdTechnologies
Marketing News& Expert Advice
Digital Political camPaigns 201: ViDeo aDVertising • 3
Politicalcampaignshavebeguntorecognizethevalueofvideo.Notonlycantheyuseittopersuadevotersthroughemotivesoundandimagery,theycancombineinfluentialmessageswithimmediatecallstoaction,andextendthereachoftheirtelevi-sionspots.
Useofonlinevideoadvertisingalreadyisgrow-ingbyleapsandboundsamongcorporatebrands.TheInteractiveAdvertisingBureaureportedthatdigitalvideoadspendingrosemorethan42percentto$891millioninthefirstsixmonthsofthisyear;thatmomentumshouldcontinueaspeopleincreasevideoconsumptiononline,ontheirphones,andontabletdevices.
Now,politicaladvertisersarecatchingon.FromRepublicansDinoRossiandRoyBlunttoDemo-cratsDanMalloyandPresidentBarackObama—politicalcampaignsusevideoadstoeducateandswayvoters,andtotailormessagestoimportantprimaryandbattlegroundstatevoters.
GOPpresidentialhopefulMicheleBachmannwasamongtheearliestonlinevideoadvertisersinthe2012cycle:Hercampaignranpre-rollvideoadstohelppushsupporterstotheIowaStrawPoll.Shewon.
Onlinevideoadvertisingasakeycomponentofsophisticatedelectoralcampaignsreallygainedsteamduringthemidterms.Intheweekslead-ingintothe2010elections,candidatesincludingWisconsinRepublicanRonJohnsonandDemocratTomBarrettranin-bannervideoads.AndOhioRepublicanJohnKasichandWashingtonstatetaxadvocacygroupDefeat1098usedin-streamvideoads,oftenreferredtoaspre-rollads.
DigitalconsultingfirmTargetedVictory,forexam-ple,saiditspoliticalclientshadspentbetween65and75percentoftheir2010onlinebudgetsonvideoads,andsomecampaignsspentasmuchas
85percentoftheironlinebudgetsonthem.Infact,thenumberofcandidatecampaignsandadvo-cacygroupsrunningin-streamadcampaignsonYouTubedoubledbetweenOctoberandNovember2010,accordingtositeownerGoogle.
“Ifdoneright,anonlinevideoadbuyissimilartoacablebuy—andyouhavealotmoreinforma-tionaboutyourimpressionsthancable,”saidJoshKoster,partneratDemocraticdigitalconsultingfirmChongandKoster.
Whilethereareseveralreasonspoliticalcam-paignsarebuyingmorevideoadvertising,dataisabigone.Thoughfewifanydigitalmediacon-sultantswouldsuggestreplacingTVadvertisingwithvideoadvertising,whenitcomestomessagetestingandtracking—andjustplainunderstandingaudienceresponsebetter—videoadshaveTVbeat.
“Nowwe’regaininginformationratherthanjustpushingoutaTVmessage,”explainedJBBritten,digitalmediadirectoratSmartMediaGroup,whohandledonlineadsforMegWhitman’s2010Cali-forniaGubernatorialbid.Whitman’scampspent$3millionondigitaladsincludingvideoadvertising.
Inmanycases,politicaladvertisersseebuyingvideoadsasawaytoextendtelevisionbuys,partic-ularlywhentherearelimitedGRPsavailableinanimportantmarket,ortoreachelusivevoterdemo-graphicswhospendlittletimewatchingliveTV.
Televisionadvertisingisintegraltowhat'stak-ingplaceinonlinevideo.Aselectiondaynears,moremoneyflowstowardsonlinevideoads,sincedesirableTVinventoryrunsout,particularlyinareaswhereseveralelectionracesaretakingplace.Politicaladvertisersmovetheirtelevisionadsonline,streamingthembeforeandduringvideocontentonYouTube,throughadnetworks,onnewssites,andinsidebannerads.
The Rise of PoliTiCAl ViDeo ADVeRTising
4 • Digital Political camPaigns 201: ViDeo aDVertising
Internetadvertisingisforfundraising,right?
Well,sure,someformsofonlineadvertising—thinksearchandstandarddisplayorbannerads—workverywellwhenitcomestogeneratingdonations.Yet,videoadsshouldnotnecessarilybethoughtofasfundraisingtools;theyaremuchmoreakintotelevisionandradioadvertising—butwithinter-activity,trackingcapabilities,andinmanycases,superiortargeting.
“ThinkofitlikeyouthinkofTVandradioandstartfromthere,ratherthanstartingwithonlineasafundraisingmedium,”saidJeffJacobs,presidentandcreativedirector
atNextGenPersuasion,ademocraticpoliticalconsultingfirm.
“ThinkofvideoasanotherTVoutthere,”headded.“Itturnsonitsheadwhatmostpeople
thinkofonlineadvertising.”
Whatmakesvideoadvertisinguniqueisitsabilitytoincorporatecallstoactionandenablesupporterstoeasilyrespond.So,notonlycancampaigns
targetapersuasivemessagetovoters,theycanful-fillsecondarygoalslikegeneratingemailsign-
ups,helpingvotersfindpollingplaces—and,yes—raisingcash.
ThinK ouTsiDe The Web-As-ATM box
“Buyingvideoadvertisingshouldbethoughtofasifyou’rebuyingafewextraGRPswithyourInternetad,”saidEliKaplan,foundingpartneratRisingTideInteractive,aDemocraticdigitalmediastrategyfirm.
Aspoliticaladvertisersboosttheirinterestinonlinevideoadvertising,providerscontinueto
introducenewcapabilitiesspeciallydesignedforthepoliticalmarket.Forinstance,CampaignGrid,whichemploysseveraldatasetsincludingtheRepublicanNationalCommittee'svoterdatatotar-getvotersonline,recentlypartneredwithvideoadnetworkTidalTVtoenablemulti-sourcedtargetingforin-streamandin-bannervideoadvertising.
Digital Political camPaigns 201: ViDeo aDVertising • 5
Politicaldigitalconsultantsfrombothsidesoftheaisleinterviewedforthisresourceexpressedawidearrayofopinionsaboutwhattypesofvideoadformatsworkbest,andhowbesttobuythem.Buttheytendtoagreeononething.NextGen’sJacobsputitsimply:
“Atthispointintimeandprobablythrough2012,onlinevideoisbestusedforpersuasionorGOTV.”
Persuasion and Improving Message ImpactWe’vealreadydiscussedthebenefitofonlinevideoadswhenitcomestoextendingaTVbuy.Justliketelevisionads,videoadsaretypicallyusedbypoliticaladvertisersforpersuasion.Corporatebrandadvertisersalreadygetit,andaNielsenIAGstudyshowingthatcommercialvideoadsimprovetheimpactofTVadcampaignscanbeappliedtopoliticaladvertisers.
“Specifically,onlinevideoadshelptoreinforceandstrengthentheimpactofatraditionalTVcampaign.IncludingonlinevideoadvertisinginthemediamixandsynchronizingwithTVgreatlyimprovesallkeybrandmetrics,especiallymessagerecall,”notedthecompanyinits2010studymeasuringtheimpactofvideoadsshownduringfullonlineepisodesoftelevisionprograms.
Whencomparingatelevision-onlyadcampaigntoaTVpluspremiumonlinevideocampaign,Nielsenfoundthatgeneraladrecallrose18percentfortheTV/webcampaign—from44percentTV-onlyto52percentTV/webcombined.Messagerecallwasalsolifted53percentfrom19to29percent.
“Videoadsrunduringonlinefull-episodeTVprogramsyielddeeperbrandimpactthancorre-spondingon-airTVads,withthedifferencemostpronouncedamongyoungerviewersage13-34,”statedNielsen.
GOTVCampaignsoftenusevideoadvertisingforGet-Out-The-Voteeffortsinthefinaldaysofanelection.
Thedaybeforethe2010midterms,theDemocraticNationalCommitteespent$2.5milliontoaimhighly-targetedonlineGOTVadstokeygroupsthepartyneededtocomeoutstrongforDemocraticcandidates.Includedinitsonlineadmixwere30-secondin-streamvideospotsplacedonsiteslikeHulu.TheyfeaturedamotivationalmessagefromPresidentObama,andwereaccompaniedbydisplayadstellingviewersto"FindyourpollinglocationandvoteonNovember2."
Traditionally,campaignsdon’tdoGOTVuntilthelastfewweeksorevendays.Butwhatiftheytookadvantageoftheweb’stargetingpowertokeepbasesupportersengagedandactivethroughoutthelongcampaignseason?
Thefocusonpersuadingundecidedvoterscansometimesalienatetheall-importantyetsometimesneglectedbase.“Thoseareyourdonorsandvolun-teers,”saidJacobs.Tokeepthemfiredup,hesug-gested,campaignscantargetsupportersbasedonageandlocationwithvideoadsearlierintherace.
ViDeo PeRsuADes, AnD MuCh MoRe
6 • Digital Political camPaigns 201: ViDeo aDVertising
Message Testing and TrackingUnlikeTV,onlinevideoadsallowcampaignstogarnervaluableinformationabouthowkeyaudi-encesrespondtotheirads.SmartMediaGroup’sBrittenhasusedcampaignsitesorFacebookpagestopostmultiplevideoadcreatives,thentrackthenumberoftimeseachadhasbeensharedinordertogaugepopularityofeachmessage.
Inthepast,hesaid,that’sledtorealvideoadbuys.“I’veseencampaignsthensay,‘OK,we’rewillingtopaytorunthatvideoadonline.’”
Live TV Use Is Dwindling Among Voters Across Age Groups and PartiesAsmediaconsumptionpatternsshift,TVcouldloseitsplaceasthemainforumforpersuasivepoliti-calads.AccordingtoaSeptember2011bipartisanstudy,31percentofalllikelyvotersdon’twatchliveTV.Instead,theywatchprogramsonDVRduringwhichtheymayskipthroughcommercial
breaks,ortheywatchTVprogrammingonlineorinmobileenvironments.
Thesameistrueoflikelyvotersinimportantbat-tlegroundstatesanddemographicgroups,saidthestudy.TheresearchwasconductedbyvideoadfirmSayMediaandco-authoredbyRepublicandigitalagencyTargetedVictoryandDemocraticdigitalagencyChongandKoster,alongwithpollstersonbothsidesoftheaisle.InFlorida,28percentoflikelyvoterssurveyedsaidtheydon’twatchlivetelevision.AndinthestateofOhio,38percentoflikelyvotersaren’tconsumingliveTV.
AthirdofbothRepublicansandDemocratssur-veyedsaidtheydon'twatchlivetelevision,asdid28percentofIndependents.The“VotersGoingOffTheGrid”studyalsoshowedthatnearly90percentofthosesurveyedregularlyskipadswhenwatchingontheirDVRs.Thestudyreliesondatagatheredon800likelyvotersandanadditional300inOhioandFlorida.
Image from “Voters Going Off The Grid,” published by Say Media, September 2011
Digital Political camPaigns 201: ViDeo aDVertising • 7
Videoadsessentiallycomeintwoformats:in-streamandin-banner.In-streamadstypicallycomeintheformof15-or30-secondspotsthatappearbeforeorduringvideocontentaspre-rollormid-rollads.In-banneradsaredisplayadsthatfeaturevideocontentthateitherplaysautomaticallyorisuser-initiated;theycomeinstandarddisplayadsizesorasexpandableadunits.
RepublicandigitalagencyTargetedVictoryoftenusespre-rollandexpandableadstopushoutcampaignmessagestovoterswhoneedtobepersuaded.
“Ourbasicbeliefisthatthebaseandpersuasionaudiencesconsumeinformationinverydifferentways,”saidthecompany’sfounderMichaelBeach.Thebasetendstobemoreproactiveandeasiertoreachviathecampaignsite,Facebookpage,email,PromotedVideosonYouTube,orthroughadsonrelevantnewsandopinionsites.However,heexplained,“Thepersuasionaudienceisnotaspro-activeandtheyrequirethatwetakethemessagetotheminordertogettheirattention.”
Bothformats“allowustosyndicatethismes-sageoutacrossthousandsofsitesandprograms,andlowersthebarriertoentrytoconsumingourcontent,”hecontinued.“Thatistheotherimpor-tantissuethatIthinkthatpeoplemissonline.Persuadablevotersdon’twanttoclickaroundyourwebsitelookingforcontent.Weneedtoputthe
messagedirectlyinfrontofthemandthenallowthemtogoonwiththeirnormalday.”
EricFrenchman,chiefInternetstrategistatRepublicanconsultingfirmConnellDonatelli,usespre-rolladsthroughoutelectioncampaigns.HedidsorecentlytotargetadsforMicheleBachmanntoIowaRepublicansleadinguptotheStrawPoll.Butwhenitcomestomobilizingvoters,headdsin-bannertothemix.“Iwouldanddousein-bannervideoadsforGOTVactivity,”hesaid,notingthatheoftenrunsin-bannervideoadsonlocalnewssitestowardsthelastweekofacampaignwhenhebelievesvotersareseekinginformationaboutcandidates.
SmartMediaGroup’sBrittenhasusedin-bannervideoadstodisplayseveralvideosinoneadunit.“Itwasfiveorsixvideos,anduserswereactuallyabletoscrollthroughthemandchoosethevideostheywantedtowatch,”hesaid.
In-bannervideo“candefinitelybeagoodwaytosupplementyourbuy,”saidRisingTide’sKaplan,particularlywhentargetedpre-rollinventoryrunsout.However,heandotherswarnthat,unlikewithpre-rollads,peoplemaynotactivatesoundinin-bannervideo.“There’sagoodchancetheuserisn’tnecessarilygoingtoclicktogetsound,”saidKaplan,suggestingthatthevideoadcreativeitselfshouldbedesignedtodrawattentionwithoutaudio.
ViDeo AD foRMATs AnD WhAT They’Re gooD foR
8 • Digital Political camPaigns 201: ViDeo aDVertising
Videoadpricesvarygreatlydependingonfactorssuchasinventoryavailabilityanddegreeoftarget-ing.Ingeneral,they’recheaperthanTVbutpricierthanyourstandardanimateddisplayad.
Accordingtodiscussionswithsourceswhobuyvideoads,pre-rollspotsonYouTubetypicallyrunaround$10CPM,orcost-per-thousandimpressions.Pre-rollimpressionsinadnetworkscangofromaround$8CPMto$15,orhigher.Typically,buyingdirectfromwebsitepublisherswillcostthemost—sometimes$30CPMorhigher.
Remember:thecostgoesupasmoretargetingislayeredon.Inotherwords,runningapre-rolladintheentirestateofWisconsinwillcostlessthantargetingspecificadcreativetospecifictargetsinthestate.Also,becausethenumberofimpressionsisreducedastargetingisenhanced,reachandfre-quencydecreasesasmoretargetingisadded.
“Ifyou’repayingmorethan$10-15dollarsperthou-sand,you’regettingfleeced,”saidonepoliticaladbuyer.“TheplacesyougotospendyourTVmoneymightnotalwaysbethebestplacestobuyvideoads,”suggestedthesource.
Keepinmindsomeonlineadbuyersaremorefocusedongettingthemostbangforthefewest
buckspossible,ratherthanonthequalityofcontenttheiradsshowupnextto.Thosecost-consciousbuyerstendtowardstargetingaudiencesthroughadnetworks,whilecontent-concernedbuyersaremorewillingtobuydirectandpossi-blypaymoretoensuretheyshowupinpremiumplacesagainstqualitycontent.
“Eventhoughit’smoreexpensiveyougetexactlythecontentyouwantandexactlytheaudienceyouwant.There’sjustlessroomforviewsgettingoutonsitesthatarenotofusetoyou,”saidSmartMediaGroup’sBritten.Whenbuyingdirectonalocalnewssite,forinstance,“Youknowyou’regoingtogetthebestinventoryinthecorrectsec-tion,”ratherthanhaveyouradsrelegatedtocom-munitycalendarpagesorothercontentsectionspublishersofferuptoadnetworksbecausetheyaredifficulttoselldirect.
Acampaigncouldgetstartedwithapre-rollvideobuyforaslittleas$1,000,saidTargetedVictory’sBeach.
Videoadscanbepurchasedonanimpressionbasis,butalsoareincreasinglyavailableonacost-per-vieworcost-per-engagementbasis.
hoW MuCh Does This sTuff CosT?
Digital Political camPaigns 201: ViDeo aDVertising • 9
ViDeo AD glossARy
Here’sabriefoverviewoftermsyou’llneedtounderstandwhendiscussingonlinevideoadvertising:
Companion AdDisplayorskinadsthatareservedalongsideavideoadvertisementatthesametimeforthesameadver-tiser.Thoughsomevideoadformatsdoenableclick-throughandotherinteractivity,thisisamongthemoststandardmeansofallowinguserstoclickwhilewatchingavideoadonline.Theytypicallyappearwithinavideoplayerenvironment.
In-BannerTheseunits—typicallystandardIABadsizes—enableuserstoviewvideosdirectlywithintheaditself.Oftenvideoandaudiobeginsplayingonlywheninitiatedbytheuser,butsomeadnetworksandsitesauto-mateaudioandvideo.
Mid-RollAnin-streamvideoadthatplaysatasetpointduringvideocontentplay.Itistypically5-to30-secondsinlength.
Post-RollAnin-streamvideoadthatplaysaftervideocontentends.Itistypically5-to30-secondsinlength.
Pre-Roll Anin-streamvideoadthatplaysbeforevideocontentbegins.Itistypically5-to30-secondsinlength.
Overlay AdAdsthataredisplayedinthebottomportionofavideoplayer.Theseclickableadsoftenappearbrieflydur-ingavideoplay,thendisappearsoasnottodisruptthevideoentirely.Theycanbetext-basedorappearassmallbannersovervideocontent,andaresometimesusedbypoliticaladvertiserstomaketheirownwebvideocontentclickabletoadonationorsign-uppage.
10 • Digital Political camPaigns 201: ViDeo aDVertising
Key ViDeo AD MeTRiCs TeRMs
Completed PlaysThenumberoftimesavideoiswatchedinitsentiretywhenplayedatnormalspeed.
GRPsThejuryisstilloutonwhetheronlinevideoshouldbemeasuredinGrossRatingsPoints,muchlesshow.SeveralvideoadsellersanddigitalmediaconsultantsuseproprietarymethodsfortranslatingtraditionalTVGRPstoonlinevideoadcampaigns.
Time SpentTheamountofseconds,minutes,andhoursvideoisviewed.Thismetrictypicallyisusedtomeasuretheamountoftimepeoplewatchvideoonaparticularwebsiteoradnetwork.
Unique ViewThenumberoftimesavideoiswatchedbyoneindividualuser.
Video Ad ImpressionLikeadisplayadimpression,thenumberofimpressionsreflectsthenumberoftimesavideoadhasbeenserved.
Video Completion RateAlsocalledview-throughrate,thisistheaveragepercentageofvideoadplaytime.
ViDeo AD foRMAT sTAnDARDs
Fordetailedguidelines,standards,specs,andsubmissionrecommendationsforvideoadformats,downloadtheInteractiveAdvertisingBureau’sVideoAdFormatStandardspaperin.pdfformhere:
http://www.iab.net/media/file/IAB-Video-Ad-Format-Standards.pdf
Digital Political camPaigns 201: ViDeo aDVertising • 11
InOctober2010,RepublicanDinoRossi,candidateforU.S.SenatefromWashington,ranexpandablevideoadstarget-ingkeyvotersegments.Thecampaignaimedpersuasivevideoadsataudiencesoutsidethetypicalsupportergroupswhomightbereceptivetothemessage.
Thecampaignhopedtoconvincenon-supportersthattheopponent,DemocraticincumbentPattyMurray,didmoreforWashington,D.C.thanthestateofWashington.
"We'renottargetingabaseaudiencehere,"explainedTargetedVictory’sBeach.Politicalcampaignsoftenaimfundraisingandlist-buildingadsatlikelysupporters.Here,theideawastopersuadepeopleoutsidethebasetovoteforRossi.
"Ifyou'rerunningonRedStateinOctober,you'veprobablygotbiggerissues,"saidZacMoffatt,thenapartnerwithTargetedVictory,alludingtoRepublicancampaignsrun-ningadsontheconservativenewssitelateinanelectionseason.
PoliTiCAl ViDeo AD CAse sTuDies
Campaign: DinoRossiforU.S.Senate,2010
Digital ad agency: TargetedVictory
Goal: Persuasion—convincevotersthattheincumbentwastoofocusedonWashington,D.C.
Target Audience: Non-supporters
12 • Digital Political camPaigns 201: ViDeo aDVertising
Inalow-informationelectioninwhichneithersideranTVspots,Noon8ranpre-rollvideoadsinconjunctionwithFacebookads,searchads,andotherdisplayadvertising,aswellasdirectmailandrobocalls.Thecampaignusedcontextualandkeywordtargetingindicatinganinterestinnews,layeringondemographictargeting.
AccordingtoKoster,Noon8spentaroundthesameamountofmoneyoneachonlineadformatbuy,running75millionFacebookadimpressions,10.5millionani-mateddisplayadimpressions,and1.7million15-secondpre-rollvideoadimpressions.ThevideoadsreachedaroundoneinfourInternetusersinBrowardandDade,whichChongandKostertranslatestoaround200GRPsbasedonreachandexposure.
OnlyBrowardandDadesawtheadsbecause,“Wedidn’twanttowaterdownimpressionstoomuch,sowedecideditwasmorecost-effectivetotargetvotersinthosecoun-ties,”saidKoster.
Whilethevideoadstoldthestorythroughahigh-impactadformat,theothersreinforcedthemessage,headded.
Intheend,Noon8achieveditsgoalofkeepingtheamendmentunderthe60percentneededtopass.TheonlytwocountiesinFloridathatbrokeinNoon8’sfavorwerethetwoinwhichitranthesepaidvotercommunications.
Campaign: Noon8BallotInitiative,2010
Digital ad agency: ChongandKoster
Goal: Persuasion—PreventFlorida’sAmendment8,involvingschoolclasssize,frompassing.
Target Audience: OldervotersinBrowardandDadecounties
Digital Political camPaigns 201: ViDeo aDVertising • 13
Throughoutthe2010primaryandgeneralelectionseason,ConnecticutDemocratDanMalloyusedvideoandothertypesofonlineadstoeducateandpersuadevoters.Inthefinaldaysbeforetheelection,thecampaign’spersuasivemessagingtransitionedtoinclude"VoteTomorrow"and"VoteToday"calls-to-action.
Inthoselastfewdays,arenewableenergymessagedominatedMalloy'sonlineads."AsGovernor,I'llinvestingreenenergytocreatejobs.IbelieveConnecticutcantaketheleadonthisnewtechnology,"statedMalloyinavideothatplayedinsidedisplayunits.
AccordingtoMichaelBassik,SVP,digitalatGlobalStrat-egyGroup,thatvideomessageran"onmorethan50per-centofthecampaign'sdisplayadinventory,"leadinguptoelectionday.Morethanhalfoftheonlinevideoinventorywasin-banner,accordingtoBassik,whosaidpre-rollalsoranonYouTube.
Thecampaignalsousedtelevision,directmail,andradioads,butMalloywaspoisedtoexperimentwithonlinepersuasion,ratherthanfocusonmorestandardonlinegoalsoffundraisingandsign-ups.Becausethecandidatequalifiedforthestate'sCitizens'ElectionProgram,hewasrequiredtoabidebycertainruleslimitingcontributionsandexpenditures,thuslimitinghisfundraisingefforts.
"Thisisnotatokenadbuy,"saidBassikoftheonlineeffortatthetime."Thisisanadbuythatispartofthecam-paign'sintegratedstrategy."
Campaign: DanMalloyforConnecticutGovernor,2010
Digital ad agency: GlobalStrategyGroup
Goal: Persuasion,Education,GOTV
Target Audience:Connecticutvoters
14 • Digital Political camPaigns 201: ViDeo aDVertising
ViDeo AD neTWoRKs
Adap.tv letsadvertisersrunvideoinanyadformat,andallowsthemtochoosewhichsitestorunon.Theplatformcanfilterpublishertypesbyvideoquality,contenttype,andwhetherornotadsareauto-initiatedoruser-initiated.
AOL offersin-bannerandin-streamvideoacrossitsownpropertiesaswellasthroughoutitslargeAdver-tising.comnetwork.Thecompany’sStudioNowserviceconnectsadvertiserswithanetworkoffreelancevideographers,andAOLcanlayeronvoterdatatotargetvotersbylocation,votinghabits,andothercriteria.
BrightRollprovidesin-stream,in-banner,andcustomvideoadsforonlineandmobileenvironments.Thecompanyoffersfullsitedisclosureandinteractivepre-rollcapabilitiesthroughapartnershipwithInnovid.
Huluoffersin-stream,in-banner,pre-contentsponsorshipmessages,brandedskins,andinteractivein-streamadformatsincludingadselectionunitsallowinguserstochoosewhichadthey’dliketowatch.ThenetworkprovidescontentfromawidevarietyofbroadcastandcableTVpartnersincludingABC,NBC,FoxNews,HGTV,andmore.
Say Mediaoffersvideoformatsincludingfixedplacement,expandablevideo,fullpagetakeovers,displayunitswithvideoandrichmediacomponents,andmobileandtabletunitsforiOsandAndroidplatforms.Thecompanysellsadsonacost-per-engagementmodel,hasanin-housecreativestudio,andrequiresnorichmediaservingfees.
SpotXchange sellsin-stream,in-banner,andmobilevideoadsacrossitsnetwork.Thecompanyalsoenablesinteractionincludinglocationsearchandsocialmediasharinginsidein-streamvideoformats.Itsellsbasedonavarietyofmodelsincludingcost-per-engagement,andoffersautomatedvideoadoptimization.
Digital Political camPaigns 201: ViDeo aDVertising • 15
TidalTV partnerswithCampaignGridtoenablemulti-sourcedtargetingforin-streamandin-bannervideoadvertising.CampaignGridmatchesvoterdatafromtheRNCandothersources—alongwithconsumerdatashowingincome,purchasebehavior,orotherinformation—withtheregistrationdatagatheredfromitspartners.Itthenstripsoutpersonallyidentifiableinformationtocreatesegmentsoflikelyvotersthatcanbetargetedthroughonlineads.Now,itcanenablethatsophisticatedformoftargetingforvideoadsthroughtheTidalTVpartnership.
Tremor Videooffersavarietyofin-bannerandin-streamvideoadoptions,includingformatsforiOS,Android,andBlackBerrymobileplatforms.Thefirmpre-scansvideostoensureadsareservedagainstqual-itycontent.Tremorisopeningitsself-servemeasurementplatformtoalladvertiserstogaugevideocam-paignmetricsincludingbrandliftacrossnetworkbuys,evenwhentheyaren'trunningadsthroughTremor.
ValueClick Media providesin-banner,pre-roll,mobilevideo,andin-textvideoformats.Thecompanyallowsadvertiserstoretargetvideoadviewerswhodidnottakeavideoadactionthroughdisplayadsinitsnetwork,andcantargetadsbasedonreal-timefavorabilitydata.
YouTubeoffersin-streamvideoadunits,andallowscampaignstoincludeinteractiveoverlaysontheirvideocontenttoenableinteractivity.Advertiserscanchoosewhichvideos,channels,orcategoriestheywanttorunadsagainst.Thecompany’sTrueViewproductletsviewerschoosetocontinuewatchingadcontentafter5secondsofplay,andadvertiserspayonlywhenviewerswatchanentiread,or30secondsofanad.YouTubealsooffersin-slateadsthatplaybeforelong-formvideocontent,andallowuserstochoosetowatcheitheralongeradbeforethecontent,orfour15-secondspotsintermittentlywithinthecontent.
YuMeoffersin-streamvideounitsandvideooverlaysthatallowforavarietyofinteractivity,simultaneousdisplayads,brandedplayersskins,andmore.Mobilevideoformatsarealsoavailable.
16 • Digital Political camPaigns 201: ViDeo aDVertising
oTheR ViDeo AD TeChnologies
Call2Actionofferssharablevideounitsthatletpeopleclickto"getinvolved,"submitcontactinformationtoreceiveemailupdates,andsharecontentviaFacebook,Twitter,MySpace,Blogger,andotherplatforms.Theunitscanbedeliveredasstandarddisplayads,sharedinaFacebooknewsfeed,andcanbeupdateddynamicallyacrossallimpressions.
EyeWonderoffersin-stream,in-banner,expandablebanneradswithvideo,andcustomvideoadsthatincorporaterichmediaelements.Thesystemalsoenablesinteractiveoverlaysandmobilecapabilities.
Innovidallowsadvertiserstointegrateinteractiveelementsintheirin-streamvideoadsacrossseveralvideoadnetworksandwebsitepublishersincludingTremor,YuMe,SpotXchange,NBC,Lifetime,Facebook,andmanyothers.
Jivoxtechnologyenablesinteractivevideo,widgets,andsocialsharingthatcanbedeliveredasin-stream,in-banner,andmobileortabletunitsacrossoperatingsystemsandplatforms.
Mixpoprovidesinteractivevideoadsinin-stream,in-banner,andmobileenvironmentsincludingtabletsandapps.Campaignscanincludesign-upformstobuildsupporterlists,pollvotersaboutissues,enablevideosharingonFacebookandTwitter,andrunseveralspotsinasingleonlineunittotestorsequenceasetofmessages.Thecompanyoffersmediabuyingandplacementservicestailoredtothepoliticalmarket.
SocialVibeservesshareablevideo-enabledadunitsfeaturinginteractivitysuchaspollsinsocialnetworks,apps,andsocialplatformssuchasFacebook,Twitter,andZynga.
▶ Simple: Turn your tv ads into online
video ads in minutes—it's easy.
▶ Engaging: Use interactive elements
to register volunteers, drive donations
and more.
▶ Relevant: Deliver messages specific
to voters by city, zip, gender, etc.
▶ Flexible: Publish your ads once and
they work anywhere online— mobile,
tablet and PC.
▶ Insightful: Get real-time data to gauge
performance—just like poll results.
Mixpo is a proud AAPC member, AAPC 2011 Pollie Award winner and IAB member.
Mixpo SmartVideo for Advocacy + Political expands your campaign’s reach and frequency
while fostering direct voter interaction to increase awareness, favorability, donations, and
votes. We can help you extend and empower your campaign online. We supported more
than 70 political campaigns in the 2010 season alone.
www.mixpo.com
Mixpo SmartVideo™Engage Voters with
The Comprehensive Video Advertising Solution