Democratic AG hopeful Dan Gelber is running mobile ads targeted to Floridians in the hopes of winning their vote in a primary election today.
Mobile advertising is often a direct-response marketing tool, something focused on a call-to-action, but for one Florida Attorney General candidate, it's all about persuasion. Today, as Democrats queue up to vote in their party's primary - quite possibly with mobile devices in pocket - Dan Gelber's campaign aims to reach them there. The AG hopeful is running Google mobile ads targeted to Floridians in the hopes of convincing them to vote for Gelber if they search for more information about the candidate while en route to the polls or waiting in line.
"The point is, it's really just the last ad people will see when they're getting ready to vote…. It's the last way some voters will look for info," said Josh Koster, managing partner for Washington, DC-based Chong + Koster, a digital consulting firm working with the Gelber campaign.
While people often have done their research on candidates for more prominent offices - Florida chooses party nominees for Governor and U.S. Senate today - they may be fuzzier on others listed further down the ballot.
"In a down-ballot race, name ID is critical," said Christian Ulvert, campaign manager for Dan Gelber for Attorney General. "We want to be able to communicate with people standing in lines…. Anything we can do to target voters especially on site the day of is very important," he added.
The Gelber campaign has one message to get across to voters searching for information about the candidate and his opponents: He's been endorsed by several major Florida newspapers.
"Gelber Gets Endorsements," reads a mobile ad running today. "Every Major FL Newspaper Endorses Dan Gelber for AG. Learn more," it continues. The St Petersburg Times, Miami Herald, and South Florida Sun Sentinel are among papers that have given Gelber the nod.
"It's pure persuasion at this point," said Koster. Indeed, though the ads link to the Gelber campaign site, the campaign isn't necessarily concerned with people clicking on them. Rather, the goal is to convince them to vote for Gelber after reading the brief ad copy itself. "These are very, very highly valuable persuasion impressions…Very few times do you have a persuasion message that can be boiled down to one [short ad message]," said Koster, calling the Gelber situation "a somewhat unique case."
Koster said his experience running mobile ads on election days in 2009 gave him "a sense of the floor" in terms of the amount of ad impressions the mobile searches might generate. However, he said the Gelber campaign isn't sure what to expect otherwise. "It's totally up in the air," he said. While Koster said he doesn't anticipate using the last-minute mobile ad tactic for all future candidate clients, he said his firm did use it for all 2009 campaigns it assisted.
According to a Google spokesperson, Lisa Small, a non-partisan candidate for Fifteenth Judicial Circuit Court Judge in Florida, is also running online and mobile ads geo-targeted to the Palm Beach County area district she's looking to serve.
The Gelber campaign has also been running Google text ads and Facebook ads.
Follow ClickZPolitics on Twitter at @ClickZPolitics
Download ClickZ's free
Digital Political Campaigns 101
This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!
Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.