MIDTERMELECTION2014

YOUR DIGITAL ROADMAP

MIDTERM ELECTION 2014 A lot has changed in media since the last election. Digital has overtaken TV as the most popular

media channel in terms of time spent, mobile penetration and usage have continued to explode,

and digital targeting technologies have become increasingly sophisticated. How can you capitalize

on this rapidly evolving media landscape while ensuring the best return on your advertising

investment this campaign season? It begins with a strategic digital presence spanning all three

phases of your campaign.

FUNDRAISINGPERSUASIONGET OUT THE VOTE

Source: eMarketer, 2013.

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DRIVE TO SOCIAL

SUBMIT E-MAIL

PHASE 1: FUNDRAISINGThis critical phase sets the stage for the remainder of your campaign through email

acquisition, donations, and establishing your message early on. When it comes to

narrowing in on your base and making sure every impression counts, you need the

right local targeting strategy. Undertone offers three specific local solutions that

enable you to deliver your fundraising message to the right audiences across screens:

GEO-TARGETReach relevant local audiences

by targeting your ads to a specific DMA, state, city or zip

GEO-FENCEServe relevant messageswhen a voter is close to a

particular location

GEO-SOCIALExtend reach by targeting userswho are often in close proximitywith your specified demographic

By combining these solutions with Undertone’s comprehensive suite of eye-catching creative formats, your voters

can be driven to donate, submit their email address, share content via social, and more. These actions are key to

helping establish a foundation from which to build your campaign in the months that follow.

PHASE 2: PERSUASIONThe persuasion phase is all about maximizing awareness, driving candidate opinion, and gaining

momentum leading up to November 4th. This phase, which should span up to six months for

maximum performance, requires a strategic combination of creative and targeting tactics to

maintain voter attention.

Coupling a smart digital campaign with your TV buy is key for getting the most out of your

advertising investment during the persuasion phase of your campaign. Undertone offers proven

targeting technologies that enable you to effectively extend the reach and/or frequency of your

TV campaign online. We also offer a suite of solutions that enable you to bring your TV spots to

life online, including rich media overlays, click to donate buttons, social apps, and more.

Another creative solution ideal for the persuasion phase is high impact. In a recent study we

conducted with Ipsos ASI, it was proven that high impact formats are successful in driving key

campaign metrics such as recall and likeability.

124%GREATER UNAIDED

BRAND RECALL

DELIVER ACHIEVE ARE ARE

40%HIGHER OVERALL

LIKEABILITY

61%MORE LIKELY TO BE SHARED VIA SOCIAL

58%MORE LIKELY TO ELICIT

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HIGH IMPACT ADS:

Source: Undertone and IPSOS, 2013

...THAN STANDARD DISPLAY

UT CAMPAIGN AMPLIFIER: YOUR HIGH IMPACT SOLUTIONConsumer-driven brands have been tapping into the power of high impact for years

now, but up until recently, these formats have been difficult for political campaigns to

use due to lengthy turnaround times. This election season, for the first time, we have

developed a solution that finally makes high impact accessible even to candidates with

the tightest timelines. Undertone’s new Content Sync solution enables you to get all

creative approvals out of the way upfront. So, during the busy election cycle, all you’ll

need to do to activate your high impact unit is sync your latest social or video content.

It’s that simple.

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CUSTOM HIGH IMPACT TEMPLATES DRAMATICALLY IMPROVE CAMPAIGN TURNAROUND TIME

FINAL THOUGHTSTHIS CAMPAIGN SEASON IS UNLIKE ANY THAT HAS COME BEFORE. The continuous growth of digital

means that in order to stay ahead of your opponents, your campaign strategy must evolve. By

getting ahead of the game early, you can pave the way for a successful path to November 4th.

PHASE 3: GET OUT THE VOTEWith only 40% of eligible US voters turning out for the last midterm election, the importance of

the weeks leading up to the election cannot be underestimated.

The best way to drive maximum awareness amongst your target demographic during this time

is to take the tactics from the persuasion phase to the next level. Whether it’s expanding your

campaign to mobile devices, further narrowing your targeting strategy, or simply increasing the

impressions you deliver, Undertone’s campaign management and performance teams know

what it takes to maximize performance.

Our suite of mobile solutions are particularly powerful for this phase of your campaign. In the

weeks leading up to the election, leverage smartphone and tablet units to surround swing

voters while they’re on the go and, on Election Day, use these units to drive voters to polling

stations during peak hours.

Source: US Elections Project, 2012.

washingtondc@undertone.com | undertone.com/dc@AccessUndertone