Mobile advertising answers the call for affordable GOTV.
Landlines are on the decline, making paid phones a less-attractive option for campaigns looking to turn out the vote on Election Day.
“Ten years ago, 9 in 10 households used to have an operational landline phone – now it’s just every second household.”
What’s the answer?
Let’s look at the trends first. The number of American households that have gone cell-phone-only is on the rise.
“If the trend continues at the current pace, and there’s little reason to believe it won’t, the majority of U.S. households could be without a landline phone as early as this year. And a few years from now, landline phones will likely have become an endangered species, much like the VCR and other technological relics.”
What’s a campaign to do?
Getting out the vote in the 72 hours before and in the final hours on Election Day is key to victory.
Will campaigns go door-to-door? Yes, and they should have a presence in targeted precincts.
Grassroots requires volunteers, which means a limited reach.
A mass get-out-the-vote turnout plan needs to reach as many voters as possible.
We now know that landlines are limited, and those households that still have a home phone may not even be home on Election Day. Work, family, doctor’s appointments, travel … you name it. Our busy lives keep voters on the move and away from TVs, landlines and radios.
What do they have with them? Their mobile devices.
- Americans check their phones 8 billion times a day – 8 billion.
- The average iPhone user unlocks their device 80 times each day, with ¼ of those uprompted.
- On average, American users spent just shy of 3 hours on their mobile devices every day.
- Three quarters of TV viewers are on a second screen at the same time.
Now the big question in campaigns’ minds …
How does mobile compare to paid phones?
This is great news for campaigns looking to replace paid phones with a more effective tactic at the same cost.
Mobile advertising costs as much as paid phones yet delivers superior targeting, eye-catching creative and better measurement.
We are within 50 days of Election Day now.