In 2024, over 64 countries, including the European Union, are set to hold national elections – affecting nearly half of the world’s population.
In the United States alone, political ad spending is expected to reach a record high of $12 billion ahead of the November 2024 national elections. For advertisers planning such significant expenditures, ensuring the effectiveness of their advertisements is paramount.
Discover practical examples of measuring political ads from the US and UK, the principles and strategies of which are universally applicable across all countries available on the Cint platform.
How Lucid Impact Measurement can help
Lucid Impact Measurement is an attitudinal media measurement product that utilizes a survey-based, representative methodology to gather insights from people who have been exposed to a cross-platform advertising campaign.
Cint’s extensive reach, accessing over 335 million respondents across 130+ countries, ensures diverse and comprehensive samples for political measurement.
Across 5 sections, our guide takes you through top strategies by Cint’s in-house expert Chris Pope, Senior Director of Measurement, who brings over ten years of experience in the digital media and technology industries.
Section 1: Measuring issue impact
In this section, we run through the key features of Lucid Impact Measurement by Cint including up-to-date insights that are refreshed nightly, an accessible UI that offers smarter data visualizations, and opportunities to optimize your campaign in real time.
Political campaigns span various channels and Lucid IM helps measure impact through numerous partners and across channels like desktop, mobile web, mobile app, CTV/OTT, linear TV via ACR data, digital OOH, podcast, streaming audio, social media, and Amazon DSP.
Curious about the methodology? This section also provides an in-depth exploration of Lucid’s pixel or server-to-server integrations to understand where your media was seen, as well as how a two-pronged approach is applied by using data quality and controls, and baseline questions and analysis.
The result? Trustworthy data that you can rely on to make informed decisions.
Section 2: Representation
Understand how Cint ensures access to diverse respondents across critical swing states in the US and various countries globally.
Section 3: Setting up your survey
Establish at least two baseline questions about a respondents’ existing behaviors and attitudes towards the campaign or issue, and discover strategies for the most effective survey questions that tackle awareness, consideration, voter intent, and ad recall.
Additionally, this section will introduce you to practical tips and best practices when building your survey.
Section 4: Case study: 2020 Presidential Candidate
Our guide also delves into a previous case study to provide a wider scope of understanding of how Lucid IM by Cint successfully helped a political agency, who was contracted by a primary presidential candidate, to reach the right voters with the correct message in the most effective places.
The goal was to receive insight into the effectiveness of their campaign to drive KPIs like electability and voter intent, to provide a fuller picture of their full campaign performance. By utilizing Lucid Impact Measurement, the team was able to access insights in real-time and optimize while the campaign was in-flight.
Section 5: Issue impact case study
We look into a second case study with The Ad Council, a national nonprofit organization focused on driving change around America’s most pressing social issues. On this occasion, the challenge on hand was inspiring confidence in the COVID-19 vaccines among Americans, in a campaign called “It’s Up To You”.
Measuring success would be complicated, but by utilizing insights from Lucid IM by Cint, The Ad Council managed to find out which creative messaging had the biggest impact on hesitant audiences and how to gain maximum traction on their campaign and where they should be optimizing spending.
Conclusion
Lucid Impact Measurement by Cint combines precise exposure tracking, rigorous data quality assurance, and in-depth analysis to provide you with actionable insights.
Cint is committed to helping you understand what drives the success of your media efforts, enabling you to optimize your campaigns and achieve your objectives with confidence.
To get started, download the full guide here or contact us here.
