adsmovil miptv 2013 case study presentation: adelante obama’s 2012 hispanic mobile ad campaign
TRANSCRIPT
www.adsmovil.com :: Jorge A. Rincon ‐ COO [email protected] @adsmovil @jorgerincon
Case Study 2012 USA Presidential Elections
ENGAGING MOBILE CONSUMERS ACROSS THE AMERICAS
Overview of Latinos in USAHispanics by the numbers
2.5% Percentage increase in the Hispanic population between 2010 and 2011.
27 years Median age of the Hispanic population in 2012. This compared with 36.9 years for the population as a whole.
The number of Latino voters has been growing for a number of election cycles, and it's going to continue to grow moving forward
MIPTV 2013
Mobile Latinos
Hispanics Consumers OUTPACE non‐Hispanics with the adoption of Smartphones
49% of US Latinos own a Smartphone
The share of Latino adults owning a cellphone increased from 76% in 2009 to 86% in 2012.
Three in four Hispanic internet users say they access the internet on a cellphone, tablet or other mobile handheld device
A mobile advertising strategy to reach out to Hispanic voters was a must have during the 2012 presidential campaign.
MIPTV 2013
Says Nielsen, “mobile presents a significant avenue of opportunity for marketers looking to reach Hispanic consumers”
The changing face of America
Time magazine cover
Time Magazine made headlines for the bold claim made by the magazine's cover story of March 5, 2012.
The cover, titled "Yo Decido. Why Latinos Will Pick The Next President," featured images of multiple Latino voters, like an omen of what it’ll come in November 2012.
MIPTV 2013
Mobile CampaignThe Obama Campaign
Outreach and the message to the Latino community was vital for the 2012 Presidential Campaign
The Obama Campaign reaches out to us to carry out the mobile campaign on key battleground states
Key battleground states or swing states is a state in which no single candidate or party has overwhelming support in securing that state's electoral college votes.
MIPTV 2013
Mobile CampaignThe Obama Campaign
Objective : Engage voters, promote the candidate’s message to the Hispanic community and promote voter registration and early voting on specific strong Hispanic DMAs.
Targeted Audience: Hispanic Voters 18+
Strategy: Leverage Adsmovil’s Mobile Advertising Network to reach the Hispanic electoral voters in battleground states
MIPTV 2013
