In traditional campaign circles the importance of this point is often overlooked by those pitting digital targeting against conventional distribution channels like TV, mail, and phones. Rather than creating an environment where these tools are competing with digital for “air in the room,” smart campaigns are recognizing an opportunity to diminish inherent inefficiencies across channels by allowing digital to enhance other types of voter contact programs.
The first step in this process was entirely based on something simple, but often overlooked — using the same data.
The campaign smartly invested in base i360 data from the start — the leading provider of voter data and voter models. The campaign used this data to develop audiences for targeted TV, paid live phone, mail, and volunteer phone/door programs. Accordingly, our digital approach also leveraged integrations between actionable i360 audiences and ad delivery platforms.
Too often, digital strategies lazily rely on existing audience segments inherent to ad platforms, rather than taking steps to synchronize data between offline and online programs. This unification of data sources is necessary to diminish mismatches in targeting when using a multifaceted approach to voter contact. To this end, AdVictory used a combindation of audience matching technologies to meticulously match micro-segments of voter universes for hyper-targeted digital delivery.
With this in mind, AdVictory developed programs to:
- Supplement TV messaging with added reach and frequency, targeted to actionable i360 audience segments
- Match offline mail universes to mobile device IDs, household IPs, and direct Facebook profiles to enhance the campaign’s vote-by-mail chase program
- Leverage integrations between AdVictory and the campaign’s live phone vendor, Victory Phones Live to ingest data from phone programs to activate addressable digital profiles