Campaigns start with a full buffet of tactics – and unnecessary temptations – in front of them and their budgets.
Aaron has written about why campaigns shouldn’t waste their money on nail files.
The best campaigns, the winning campaigns, know how to pass over those bad soups, pick out the best appetizer, and move straight down the line to the entrees that will fill their campaign with proven, winning methods of delivering their message to voters.
What are some of those entrees? There’s TV. It’s expensive, but its scale is large.
There’s voter contact mail. As one of the most targetable mediums, direct mail can’t be beat.
Campaigns can pay for phones. That’s relatively inexpensive, but it’s getting more and more difficult to reach voters between cell phones and “do not call” lists.
Taking a new place on today’s advertising buffet, campaigns also have the option of digital advertising. Digital advertising has grown dramatically, going from being focused on desktops a few years ago to being focused on mobile first today.
Mobile is where to find voters today. The number of smartphone users has skyrocketed since 2008, growing to an estimated 196.7 million users in 2016.
The average user is spending 2.8 hours each day on their smartphones, with 90% of their mobile time spent in apps.
Mobile is the first screen.
If there’s one thing you take away from this, you need to walk back to the table understanding that mobile isn’t just a side of digital advertising. It stands alone.
Mobile advertising is unique and needs to be treated as a separate line item in every campaign’s budget.
We recommend campaigns put 10-20% of their media budget toward mobile advertising.
1. How is your device matching done (geofencing of households, IP addresses, audience modeling, etc)?
2. For what percentage of my list are you able to reliably identify at least one mobile device?
3. Of the mobile devices you identify, on what percentage will you be able to successfully deliver ads during my ad flight?
4. On how many ad networks will my ads be running?
5. How much inventory (apps and websites) are you able to access during my advertising flight?
6. How are you addressing the viewability problem?
7. Am I paying for all ads you attempt to serve, or only ads that render correctly?
8. Will you set a limit on the number of ads delivered in one day to any device?
9. What information is included in the reporting at the end of the ad campaign?
10. Will you provide a list of households to which you were and were not able to deliver ads?
11. Which outside party will recieve my data?
12. What happens to the data I submit to you?
13. Is your data provider a member of the AAM?
We can answer these questions for you, explain the Majority Strategies difference and help you craft a targeted mobile advertising plan that delivers your message – and the win.
Learn More About Targeted Mobile Advertising:
GIF: It’s Pronounced Jif, Just Like the Peanut Butter: Everything you need to know about mobile advertising.
The Eyes Have It: Mobile advertising is here … and here to stay.
First and Last is Everything: Mobile is the first screen.