Address-Linked Web Ads for Political Campaigns

Imagine this…

You’ve identified key households that you need to reach for your campaign. You’ve built your list and you’re doing direct mail, knocking on doors, and handing out yard signs, all while spending most of your budget on broad reach TV, radio, and other campaigns, hoping those key households are paying attention when your ad is delivered.

Enter BMDM!

We take your street address list, match it to our proprietary data set, and serve your online ad on devices in those households—no cookies, no guesswork! 

This is direct mail delivered online!

Unlike other forms of internet marketing, we only target the voter households you have identified. This allows us to deliver targeted messages to your potential voters. For instance, you could send personalized messages to households based on voter identification data your campaign has obtained—show older voters where your campaign stands on senior issues or send ads in Spanish to those households that have indicated a Spanish language preference. BMDM works with all political parties to target potential voters like never before! Think of our address-linked web ads as political lawn signs carrying your campaign’s message—inside the voter’s home and intertwined with their online activity.

Because we focus on such precise targeting based on individual addresses, there are a limited number of impressions available within each household each day. To help increase the effectiveness and efficiency of your campaign, we can expand any campaign delivery by targeting individual neighborhoods, block levels, census tract groups, or zip codes. In addition, we provide dashboard access so you can track your campaign’s success!


L.A. mayoral election

Background

Targeted ads mimic the time-tested techniques of direct marketing, the direct-selling method trusted by professionals for over 70 years. This model takes the direct marketing model and moves it online. True audience targeting gives you the power to deliver extraordinary relevance—and the more relevant the ad, the more likely the conversion.

Challenge:

While the majority of a political candidate’s advertising budget is spent on TV, an increasing amount is spent with online media. The client in this case study, former Los Angeles City Council President and candidate for the 2013 L.A. mayoral election, Eric Garcetti, needed to stand out and gain an edge in the race against his opponent. The ideal situation would be to purchase only relevant impressions that could deliver tailored messages to specific sections of the electorate.

Implemented Solution

An online campaign was launched that targeted 500,000 voters in L.A., focusing on Spanish- and English-speaking Latinos aged 18-46. The targeting technology uniquely targets Internet users within a specific household. Here’s how it’s done:

  1. Find the web entry point (IP address) for all targets.
  2. Assign each web entry point a unique privacy ID.
  3. Send display ads only to websites target IDs are visiting.

The web entry points are found by matching them to mailing address—an extremely unique method in the marketplace. When targeted IDs appear on one of the thousands of websites monitored, highly personalized and relevant ads are delivered in real time.

Results:

The micro-targeting campaign was successful for the Garcetti campaign and Engage:BDR. According to a report published by the agency, they delivered over 7 million impressions for the Garcetti campaign in just over two weeks. Engage:BDR claims that the microtargeting campaign bought between 10% to 17% better click-through rates for Spanish-speaking Latinos and English-Speaking Latinos ages 18-46. While those returns might sound like another dry marketing statistic, they’re—again—the reason why election campaigns want to know you better than you know yourself.


Church Services

Organization Profile:

The client is a church with approximately 100 parishioners in Louisville, Kentucky.

Organization Challenge:

The church turned to digital advertising because previous marketing efforts fell short of expectations and produced no conversions. New membership had become stagnant and several upcoming events –Christmas and New Year celebrations—created an opportunity to engage the local community.

Implemented Solution:

Several advertising campaigns were implemented based on the organization’s previous attendee lists as well as the neighborhoods surrounding the church. Using address-linked web ads, display advertisements were shown to these targeted households.

Results:

Within the first nine days of the initial campaign, approximately 4,000 households were engaged an
average of 10 times each, driving several people through the door of the church. Of the new attendees, 2 families became members.

The second month of the campaign focused on increasing attendance at a Christmas service. Following the campaign, attendance for the service increased by over 33% when compared to years prior. With a
clever call to action, this technology was able to secure several new visitors and increase donations to
more than triple the cost of the digital ad spend.

The church was extremely appreciative that this technology was able to help them engage their
potential parishioners. The church also saw an increase in brand awareness, even within households that only clicked on the ad and viewed the church’s website. The church continued to see trickle-in traffic from the campaign weeks after.


University Admissions

Organization Background & Situation:

The client, a mid-sized, for-profit university located in the western United States, was looking to increase the number of applications for undergraduate admission while reducing the cost per applicant.

Implemented Solution:

The client integrated address-linked web ads as part of a larger outreach campaign that also included direct mail and email. This combined campaign targeted approximately 14,000 households of likely applicants based on ACT / SAT score, location, and high school graduation date. Students were delivered ads with appropriate scholarship offers based on their ACT / SAT scores.

Measurable Results:

A match-back analysis was used to match and compare targeted students to actual applicants, providing the client with a high degree of visibility into campaign efficacy and ROI. Students who received address-linked web ads were 35% more likely to apply for admission. The incremental marketing cost for these additional applicants was less than half the cost of the direct mail and email campaigns.


HVAC and Plumbing Services

Company Profile:

The client is a full service heating, ventilation, air conditioning, and plumbing repair and retail organization with multiple locations throughout the southeast.

Company Solution:

The company had hundreds of appointment slots available within the last quarter of 2013. With a minimal advertising budget, the company sought to engage previous customers for routine maintenance.

Implemented Solution:

A targeted advertising campaign was implemented directed at the household addresses of the company’s previous clients. Using address-linked web ads, online display ads were sent to specific customer households. The goal of the campaign was to fill all available appointment slots for the remaining 74 days in the year.

Results:

Within 34 days, approximately 18,500 previous customer households were engaged an average of 20 times per household. 100% of all remaining appointment slots were filled. The campaign was successful and helped the client reach their goal 40 days before the scheduled end of the campaign.

Overall, the company was able to reach their goal using address-linked web ads that allowed them to
engage and target the specific households they knew had a higher probability of converting. The campaign removed the wasted impressions that most advertising platforms don’t, all while working within the client’s limited advertising budget.


Automotive Dealerships

Company Profile:

Two automotive dealerships—rural Dealer A and urban Dealer B—sought to drive car sales in coordination with their direct marketing efforts by maximizing their online advertising budget.

Implemented Solution:

A target audience was identified—10,000 households that matched the dealers’ profile of high-value
prospects. A customized digital advertising campaign was launched in conjunction with their existing direct marketing efforts, targeting households who:

  • Own a foreign car between 3 and 7 years old
  • Have a household income higher than $100,000
  • Live within 10 miles of the dealership

Results:

The campaign resulted in an increase in closed business for both dealers the weekend of the sales event.

Dealer A:

  • Customer walk-in rate was normal
  • Buy rate was higher
  • All purchases were in the digital target ad group
  • Had their best sales day of the year

Dealer B:

  • Customer walk-in rate was below normal
  • Buy rate was higher
  • All purchases were in the digital target ad group


Regional Bank

Overview

Response increased by 79% with only a 6% increase in budget when address-linked web ads were used in conjunction with a direct mail campaign.

Company Background:

The bank sought to position themselves as the premier choice for personal checking options in the Southeast and support efforts in growing the number of new checking accounts.

Implemented Solution

A one month campaign was implemented in select regional areas to a targeted segment of the bank’s direct mail list. The campaign focused on new checking or business account acquisitions. Potential customers were taken to a vanity URL created for the campaign and installed with Google Analytics for tracking purposes.

Results:

Time on site for address-linked web ad visitors was 40% higher and bounce rate was 3.5% lower than the site average. The direct mail side of the campaign generated a response rate of .61% while the address-linked web ad campaign generated a 1.09% response rate. The address-linked web ads required only a 5.83% budget increase and helped generate a 79% lift in overall campaign effectiveness.


Regional Home Furnishing Company

Highlight

Produced over $30,000 in incremental revenue in 30 days.

Company Background:

The company had an extensive list of past purchasers and wanted a more cost effective way to reach them. The company decided to launch an address-linked web ad campaign that would complement their other ongoing advertising efforts.

Implemented Solution

A one month campaign was implemented that focused on targeting past customers from one of the company’s retail locations. The company provided a list of customers’ home addresses and the campaign centered around providing them a time-limited discount via a printable coupon. Google Analytics was used to track campaign performance.

Results:

Upon completion of the campaign, a differential match-back analysis was used to compare households that were targeted with the campaign and households that were not targeted. Targeted customers were 14% more likely to purchase and on average spent 4% more on their purchases.

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