Tuesday, November 19, 2013

L.A. Mayor Race Brews Potent Microtargeting Potion

A Los Angeles-based digital ad firm recently revealed to Fast Company magazine its microtargeted data strategy in support of successful first-time L.A. mayoral candidate Eric Garcetti. Consulting for a PAC, the Engage:BDR agency's goal was to target a demographic of 500,000 English-speaking and Spanish-speaking Latinos aged 18-46. The agency says it combined 120 data points from offline household consumer statistics, "hyper-local IP data sets," census data and voter records to microtarget its online ad campaign. The campaign implemented an ad schedule of display and video ads, for both desktop and mobile users, with timings most likely to deliver response according to behavioral data. Mobile ads also were geo-specific down to the GPS coordinates of a given block, so ads could direct voters to their local polling places. The results, per the agency, included more than 7 million impressions in just two weeks and 10% to 17% better click-through rates for the target Latino demographics. For more, see the Fast Company article at http://www.fastcompany.com/3021092/yes-political-campaigns-follow-your-browser-history

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