dnc-gotv-pandora

DNC Blasts GOTV Ads to Youth, Blacks, and Latinos in Key Races

  |  November 1, 2010   |  Comments

Organization spends the bulk of its $2.5 million online ad budget in these final days.

dnc-gotv-fb-poll

In its final voter mobilization push, the Democratic National Committee is pulling out all the stops online today and on election day tomorrow. The organization is spending $2.5 million to aim highly-targeted online get-out-the-vote ads to key groups it needs to come out strong for Democratic candidates tomorrow.

"We're very focused on young voters , African-Americans, and Latino voters," said the DNC's New Media Director Natalie Foster.

The DNC, which essentially runs Organizing for America, the hub for the post-2008 iteration of Barack Obama's presidential campaign database, will spend most of its online ad money in these last days, running video, website skins, and other ad units across sites frequented by its targeted audiences.

dnc-gotv-pandora

"Because it's about mobilization, it's not persuasion," said Foster.

The organization has also run ads promoting early voting in states "where early voting is an important part of our strategy," said Foster.

The GOTV ads feature a variety of messages with the same basic "keep America moving forward" theme, and are focused on helping people find the nearest polling place.

dnc-gotv-polllocator-expandable

"We're on thousands of sites," said Foster, adding that the ads are geo-targeted to states and areas where "all the competitive races" are based. Targeted sites include streaming music site Pandora, Hulu, BlackPlanet.com, MTV, Telemundo, YouTube, and Comedy Central.

Thirty-second in-stream video spots on sites like Hulu feature a motivational message from President Obama, and are accompanied by display ads that tell viewers to "Find your polling location and vote on November 2." Many ads allow people to search for the nearest voting location directly within the ad.

dnc-gotv-polllocator-expandable2

"Wherever we can or it makes sense, our goal is to harness new technology or make it easier," said Foster.

The approach is reminiscent of what the Obama campaign did in the final days leading up to the 2008 presidential election. For instance, Obama ran expandable ads targeting swing states such as Pennsylvania and Florida, which told voters to confirm their polling locations and hours.

On Facebook, the DNC is running homepage units featuring video and a poll. The ads promote the party's "Commit to Vote" Facebook app, which allows supporters to post a commitment to vote icon on their Facebook pages, and ask individual friends to do the same. It also encourages people to "Compete with your friends to inspire the most commitments."

More standard self-serve ads feature a photo of the President and state, "Vote tomorrow and help President Obama move America forward. Find where to vote now!"

Spanish language text ads are also running on search engines, according to Foster.

Tags:

ClickZ Live San Francisco 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!

ABOUT THE AUTHOR

Kate Kaye

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.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter. Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

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.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

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.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...