Google, The California Group and CampaignGrid publish an innovative polling study which proves Online Advertising moves numbers and gets votes for Congressional races.
In the 2010 election cycle, 31 races in the House of Representatives were decided by 4 percent of the vote or less.
Using an online surge with a unique negative message, Grid’s ad campaign changed the minds of 4% of the electorate in the last 8 days of the Congressional Election in FL-11.
Most political campaigns cannot afford to spend money on techniques that do not provide high impact—yet in the final days of a tight race, campaigns can’t afford to overlook any medium that gives even the slightest advantage. A recent study that used telephone tracking polls to assess the effectiveness of a unique negative online message confirms that targeted digital advertising can deliver high-impact measurable results. Even on a tight budget, online advertising can change favorability ratings, increase a candidate’s percentage of the vote, and burn the message into the minds of voters.
The Details of how voter targeted Online Advertising moves numbers
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George Gorton is a California-based political consultant whose clients range from governors Pete Wilson and Arnold Schwarzenegger of California to presidents Boris Yeltsin of Russia and Nicky Barletta of Panama. Gorton was one of the pioneers during the 1980s in quantifying the impact and the amount of television ads needed to move voters in a political campaign. Gorton and noted Republican pollster and strategist Steven Moore teamed with CampaignGrid and Google to conduct a similar study quantifying how to effectively use online ads to change voters’ opinions. |
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The team used data collected from 1,400 telephone interviews during the last eight days of the election to evaluate the impact of 14 million impressions of a unique online message by Republican challenger Mike Prendergast against Rep. Kathy Castor (D, FL-11). While reviewing these results, it’s important to remember that the outcomes of this survey are not based upon television, radio, direct mail and online advertising efforts working together toward an aligned message. The Republican in this race focused his advertising efforts solely in the online sphere and respondents interviewed are reacting only to an online message.
The study found:
• Online Advertising Changes Votes: Four percent of the electorate, whom, in a survey, could recallthe unique online message, changed their vote over the course of the campaign in favor of
Prendergast.
• Online Advertising is Highly Targetable: Within the target audience—Republican men—the
number of survey respondents who recalled the unique online message over the course of
eight days jumped from 4% to 22%.
• Online Advertising Has a Significant Impact at the Last Minute: The rate of increase among
targeted Republican men who were able to recall the unique message was back-loaded. Those
who could recall the message increased by seven percentage points over the first six days (and 9.3
million impressions of the online advertising campaign) from 4% to 11%. That number doubled to
22% over the final two days (and 5.3 million impressions of the campaign).
Download the Study to learn first-hand how online advertising is proven to have a dramatic impact on campaigns.
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