Are you getting the most out of your digital persuasion campaign?
Political targeting has grown leaps and bounds in the past few years with new innovations seemingly happening every day.
One of the biggest developments is the use of artificial intelligence (AI) to drive a campaign’s digital analytics and optimization.
New AI-driven analytics and optimization can allow campaigns to optimize their creative to achieve the highest key performance indicators. And, you can do so in real-time within groupings such as neighborhoods, age, gender, ethnicity, party affiliation, voter history, time of day, and many more.
In the past, campaigns would wait until roughly 10% of the budget was spent and then do a check to optimize their content manually. However, that system is now obsolete with new AI tools being able to analyze – in real time – what is getting clicks or views with whom and when…. and constantly analyzing the numbers to determine if changes need to be made. Campaigns can run hundreds of pieces of creative at the same time to see what is working.
Helping to elect Green Bay’s next mayor
In Eric Genrich’s successful campaign to become Green Bay’s next mayor we were running over 100 pieces of display, video, and native creative at any given time on the web. These pieces were all being analyzed constantly to determine what message and issue was working best within targeted groups.
This had a dramatic effect on our ability to deliver on key performance indicators such as click through rates and video completion rates.
Genrich won big in a seat that had been held by a Republican mayor for the last 16 years.
Using AI-driven analytics and optimization we were able to achieve a 1.5% click through rate among male Independents over the age of 60 with a purple ad with a black border. The industry benchmark for a similar banner ad is .08% – our results were 18.75 times that benchmark. AI optimizations tested all the creative against each other and – after running a combination of 80 banner ad variations – made a determination as to what was best to achieve high click through rates.
We also found that female Democrats aged 35-59 reacted best to a message on “working together” with a teal color and a 1-pixel-wide orange border – yielding a 1.34% click through rate… again that’s 16.75 times the industry benchmark at .08%.
Our strategy on digital video was to focus on issues through a series of very low cost videos. We filmed 12 different videos and tested them against each other among our targeted voters and regions. This included videos centered around local issues from various regions of the city.
Genrich won an unexpected landslide with 58% with a campaign that relied on AI-driven analytics and a multi-layered “surround sound” communications strategy.
SNS uses these new AI-analytic tools on smaller races such as a mayoral races all the way to statewide-level campaigns.