Connecting with cable cutters
Voting is one of the foundations of democracy. During elections in the United States, voters may support dozens of candidates and ballot initiatives that affect their daily lives, but many voters find it difficult to stay informed about all the issues.
BASK Digital Media focuses on advertising campaigns, websites, social media and other forms of digital marketing for candidates and political groups. By raising awareness of issues and providing persuasive arguments, the company can help voters make decisions and advocate for its clients’ causes.
During the 2016 election, BASK worked closely with one client to help sway opinions about a major ballot initiative in a large state. Video advertisements are one of the most effective ways of reaching audiences, but in recent years, more people are cutting cables and consuming content over the Internet instead of traditional broadcast channels.
“Polling showed that about 15% of persuadable voters only consumed television content over the Internet, including television network websites and paid streaming sites,” says Amanda Bloom, Managing Director and Director of Advertising at BASK Digital Media. “Another 8% didn’t watch any type of television programming at all.”
With 23% of undecided voters unreachable through traditional television ads, BASK developed a comprehensive campaign strategy that would supplement a broadcast and cable television push with ads on Internet television. To win, the campaign had to effectively reach and persuade those voters.
“It’s the first time we had polling numbers to tell us what percentage of our target universe was unreachable by TV advertising. We saw that cable cutters made up a quarter of our target audience, so it was critical to reach them,” says Bloom. “Adobe Advertising Cloud helped us to reach voters in the fragmented digital TV ecosystem. At the start of our efforts, only 27% of targeted voters knew about the ballot initiative—upon election day, 79% of the digital TV audience polled was aware of the initiative, which was close to the traditional TV audience that polled at 86% awareness.”