Summertime, Mobile Time

July 8, 2016
Brett Buerck

Summertime engages all the senses, evoking emotions that remind us of our childhood, time with friends and family and memories that last a lifetime.

  • The scent of freshly cut grass.
  • The sound of waves lapping at the shore.
  • The warmth of the sun on your skin. 
  • The taste of hot dogs, hot off the grill.
  • The sight of fireworks lighting up the sky.

Summer has officially begun, and Americans are travelling, backyard barbecuing and out-and-about more. As the temperature soars, campaigns across the country are heating up as well, from grassroots and door-to-door to festivals and fairs.

While they’re not necessarily turning off the tube altogether, most folks aren’t spending their summer indoors glued to the television. In fact, TV’s viewership reached its peak in the 2010 season and has been steadily declining ever since.

Mobile usage, though, continues to surge, making it easier than ever to reach on-the-go voters. No matter how busy Americans are, studies show they’re checking their mobile devices about 150 times a day – in between rounds of golf, while they’re soaking up the sun poolside or during an afternoon stroll.

Mobile video’s popularity, in particular, is skyrocketing. From 2014 to 2015, in terms of weekly time spent, mobile video rose 36%, while TV fell 3%. Video watching has increased 55% on smartphones and 48% on tablets.

Advertisers are spending accordingly, with digital video ad spending expected to reach $14.8 billion by 2019 – tripling 2014’s spending!

How do you make sure voters notice your mobile ads? Remember those five senses we mentioned and the emotions they evoke?

Those emotions play a key role in advertising, too.

1. Joy and Happiness

Remind voters of the good times – when families are strong, jobs are plentiful and the American Dream is within reach – and how your candidate is key to that happiness.

2. Anger and Frustration

Today’s voters are often frustrated with the direction of the country. Help them turn that anger into action at the polls where they can make a difference.

3. Sadness, Worry and Disappointment

Just a fine line away from anger and frustration are voters who are disappointed by the state of politics today and sad and worried about the prospects for their families’ and their children’s futures. A well-crafted mobile ad can effectively tap into that worry and persuade voters to take action before it’s too late.

If you miss out on mobile, your campaign is missing the boat this summer.

Get in touch with us today to learn more about how you can add targeted mobile advertising to your campaign plan.

Did You Know …

#Mobile101: Not All Impressions Are Equal

Illuminating the Way: Mobile Ad Targeting

Mobile Killed the TV Star: Eyes Are Shifting to Mobile