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Push Digital, a campaign agency active in America’s highest stakes races and debates by leveraging their digital expertise to start conversations, persuade audiences, and turn out voters, partnered with Cint on a study to uncover gaps in voter support.
13.9% Increase in favorability among A18+ who saw the ad only once.
5.7% Increase lift for intent to vote for candidate among A46-65.
5.3% Increase lift for intent to vote for candidate among Females 18+.
Eric Frenchman, Advertising Executive, Push Digital commented, “The actionable insights we gained from this study were incredibly powerful. Even though we received negative results for the female demographic, we were able to use that information to change tactics in subsequent campaigns. As a result, we saw performance significantly improve.”
Background
Push Digital conducted a campaign through The Trade Desk on behalf of a candidate running for statewide office. The goal was to increase awareness, favorability, and intent to vote for the candidate among their constituents.Challenge and solution
Push Digital set up brand lift studies via The Trade Desk API using Lucid Impact Measurement by Cint’s political template. The template is purpose-built to measure lift in political sentiments such as intent to vote and candidate favorability. Results are broken out by age, gender, and exposure frequency making it simple to optimize future flights.Benefits
Initial brand lift results showed that the candidate struggled to appeal to voters, especially older females. Using the data, Push Digital adjusted the targeting and creative strategies for the next flight. As a result, the second flight resulted in a significant improvement to favorability and intent to vote for the candidate.
13.9% Increase in favorability among A18+ who saw the ad only once.
5.7% Increase lift for intent to vote for candidate among A46-65.
5.3% Increase lift for intent to vote for candidate among Females 18+.
Eric Frenchman, Advertising Executive, Push Digital commented, “The actionable insights we gained from this study were incredibly powerful. Even though we received negative results for the female demographic, we were able to use that information to change tactics in subsequent campaigns. As a result, we saw performance significantly improve.”
