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Online Communication for Political and Corporate Advocacy Campaigns

Online Communication for Political and Corporate Advocacy Campaigns. Media Fragmentation Requires A New Approach. The Media Landscape in 2005:

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Online Communication for Political and Corporate Advocacy Campaigns

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  1. Online Communication for Political and Corporate Advocacy Campaigns

  2. Media Fragmentation Requires A New Approach • The Media Landscape in 2005: • Television audiences are dispersed across various media outlets making it increasingly difficult to find the ideal media mix to effectively achieve marketing goals • Certain demographic groups are especially fragmented • 160 million American currently use the Internet, spending a total of 256 billion minutes online monthly. • 75 million Americans used the Internet to research political information in 2004 and 49% of Congressional staffers prefer to receive information online before a vote

  3. Online Landscape in 2005 • Millions are online, and broadband has reached the tipping point • Voters and decision-makers have embraced the Internet, spending more time online than ever before • Reaching voters and decision-makers has never been easier

  4. Online Landscape in 2005 • Millions are online, and broadband has reached the tipping point • Voters and decision-makers have embraced the Internet, spending more time online than ever before • Reaching voters and decision-makers has never been easier

  5. Broadband Hit 40% in ’05, and Continues to Grow • In 1998, 33% of US households were online. • By the end of 2009, 77% of US Households will be online. • Broadband hit 40% in 2005 and continues to grow. • Broadband is expected to grow at a 20% Compound Annual Growth Rate (CAGR) between over the next 5 years. Forecast Actual Source: Forrester Research, June 2005

  6. All Genders and Ages Have Embraced the Internet Middle Adults Make Up The Largest Group Online Seniors Are The Fastest-Growing Online Demographic With 25% Annual Growth Women (18-54) Young Adults (18-24) Seniors (55+) Teens (12-17) Men (18-54) The Domestic Internet Reach: Target Internet Women 57MM Teens 23MM Young Adults 21MM Men 53MM Seniors 26MM Source: Mediamark Research Inc., Fall 1998-Fall 2005

  7. Internet Usage Has Become So Pervasive As to Have Affected Offline Media Usage “Since going online, how has your time spent using each of the following types of media offline changed, if at all?” Magazine TV Newspaper Radio Increased Decreased No Change Source: Forrester Research, September 2003-4. Based on U.S. adults age 18+.

  8. Daytime is Primetime for the Internet Internet Usage Peaks In the Late Afternoon andDuring Prime Time, Competing Heavily with TV Percent of US People Online Total US People Online (in millions) Source: Nielsen//Netratings, February 2005. Home and Work Panel. Base: Actively online US people age 2+.

  9. Internet Represents 15% of Weekly Media Time Spent Internet Papers 15% 4% Magazine 3% Radio 25% Other 3% Broadcast Cable TV TV 25% 25% Source: SRI/Knowledge Networks Media Scan – Fall 2004. Other includes cinema, yellow pages and videogames.

  10. Internet +17% Magazines Broadcast TV Cable TV Radio -1% News- papers Tomorrow, Internet Consumption Will Grow Faster Source: Veronis Suhler Stevenson, Nielsen//NetRatings, Arbitron and Thomas Weisel Partners LLC. April 2004.

  11. Online Ad Spending is Expected to Grow… • Online Ad Spending Forecast by Vertical • (US$ in Millions) Online ad spending total is expected to increase at a 14% Compound Annual Growth Rate (CAGR) over the 2004 to 2009 period. Source: Jupiter custom forecast, August 2005, based on CMR ad spending estimates.

  12. …Largely Due to Increases in Branding Campaigns… Savvy marketers have moved away judging the effectiveness of online advertising in a direct response vacuum where click-through was the only important metric. Significant increases in all branding metrics result from online ad campaigns, when the control and exposed groups are compared. Source: Dynamic Logic’s Market Norms, February 2004

  13. …Persuading Voters Through Banner Ads • Third party research showed that favorability towards John Kerry increased by 14% among Republicans and Independents after being exposed to ads for John Kerry. • Voters pay attention to political ads. 74% of those exposed to Kerry banner ads during the Convention remembered seeing them. Political Affiliation: Brand Metrics After Seeing Kerry Online Ads Source: Dynamic Logic Study for John Kerry for President, August 2004

  14. Online Ads Impact Voter Perceptions • After the third presidential debate, third party research showed that those who were exposed to DNC banner ads actually associated their messages with John Kerry. • Research was commissioned by Yahoo! and MSHC and onlysurveyed voters in battleground states, as defined by the DNC. • Do you associate the message “Finishes strong and is ready to lead” with Kerry? • Survey GroupControlExposed • Overall (n=2,383) 42% 47% • Women (n=844) 41% 52% • Republicans (n=621) 11% 17% • Independents (n=795) 43% 46% • 3+ Impressions (n=1,275) 43% 50% Source: Dynamic Logic Study for Democratic National Committee, October 2004

  15. Online Landscape in 2005 • Millions are online, and broadband has reached the tipping point • Voters and decision-makers have embraced the Internet, spending more time online than ever before • Reaching voters and decision-makers has never been easier

  16. The Internet is Changing The Way Americans Live Voters turn to the Internet for political news and information: • Fully 75 million Americans – 37% of the adult population and 61% of online Americans – used the Internet to get political news and information, discuss candidates and debate issues in emails, or participate directly in the political process by volunteering or giving contributions to candidates. • 43 million people – 35% of online Americans – said they used email to discuss politics. • The online political news consumer population grew dramatically from 18% of the U.S. population in 2000 to 29% in 2004. • Whereas 11% of registered voters said the Internet was their primary source for political news in 2000, fully 18% said that in 2004. Source: Pew Internet & American Life Project, March 2005

  17. 49% Online Resources Newly released position papers 70% 35% Analysis of impact on my district or state 68% Email Tutorials explaining complex issues 53% In-person visit/presentation 10% Presentation of opposing viewpoints 45% Archived position papers 40% Printed materials sent by mail 6% 2% Videos of events Other 2% Reaching and Influencing Congress Online • A Radical Shift in Information-Gathering • Over the last five years there has been a radical shift in the way Congress gathers critical issue information. • Online news sites, like NationalJournal.com, WashingtonPost, and even sites like Google, have become not only a valued resource but also a way for companies and advocacy organizations to communicate with Congress. Preparing for a Vote, Congress Goes Online…. How Does Congress Prefer to Access Information from Interest Groups, Lobbyists and Other Sources 24 Hours Before a Vote? …Seeking Policy Information and Analysis What Information is Most Useful for Interest Groups, Corporations or Other Organizations to Provide Online? Source: National Journal Study

  18. Online Landscape in 2005 • Millions are online, and broadband has reached the tipping point • Voters and decision-makers have embraced the Internet, spending more time online than ever before • Reaching voters and decision-makers on the web

  19. Reaching Voters and Decision-Makers Online A variety of persuasion and direct response online advertisingmethods well-positioned to reach and educate target audiences • Targeted Banner Advertising • Behavioral Marketing • Contextual Advertising • Direct-Response Marketing • Buzz and Blog Marketing • Landing Page & Creative Design

  20. Targeted Banner Advertising • Combine the efficiency of direct mail with key insights from broadcast media placement to reach target audiences: • Demo-Targeting – Online ads can be delivered to those in specific demographic groups. Example: Yahoo! News, 55+ Women • Geo-Targeting – Ensure your message is only seen by those in your state, city, or district. Example: TargetPhiladelphia burbs on The New York Times • Behavioral Targeting – Serve ads based on a user’s online web-surfing behavior. Example: Deliver HomeDepot ads to people on Lowes.com • Content Targeting –Place ads on a specific website based on their content and the audience they attract. Example: Run ads only when the phrase “Iraq War” appears in a story or search query. • IP Targeting – Serve ads to specific IP addresses, such as house.gov, .mil, .edu, etc. Example: Reach Congress on The Washington Post Online

  21. Reaching Specific Groups of Voters: Working Mothers Working Women Are Heavy Users Of The Internet: • Spend more time online each day than in front of a television • Spend an average of 40 minutes online during the day for non-work activities • Use the Internet during the day to research news, look up the weather, do chores, communicate with friends, and generally increase their quality of life

  22. Reaching Specific Groups of Voters: Individuals Under 35 • Voters under 35 are characterized by “unsettled” lifestyles: • 2004 welcomed the first group of voters who grew up with the Internet at home, school, and work • 46% consider the Internet to be the “most essential” medium in their daily lives, increasing their social networks and significantly eating into their TV time • The majority prefer the Internet as their primary source of local entertainment, news, and TV information

  23. Reach Those Interested in Healthcare Issues 110 Million US Adults Look for Health Information Online Every Month

  24. Reach News-Savvy, Information-Seekers Online • Reach Online Influentials on Leading Political News Websites: • Influentials are private citizens who tell their friends where to vacation, which books to read, and for whom they should vote. • Influentials are more likely to vote, contribute, volunteer write letters to the editor, and get involved in local political affairs. • Find online Influentials on newspaper websites. 75% of major newspaper visitors are “very or somewhat likely” to research a candidate’s position online.

  25. Reaching Capitol Hill Decision-Makers 85% of Congressional Staffers Turn to the Internetat Least Daily to Conduct Research for Work

  26. Behavioral Marketing to Reach Niche Groups Online • Behavioral marketing targets individuals based on their online activities, rather than purely by the content of the pages they visit. “Site-Centric” Behavioral Targeting • Identify behaviors within a single website and serve ads to that user at a later point in time based on knowledge of this behavior. • Example:After spending five minutes in the Business Section of the New York Times Online, you see ads for Fidelity in the Sports section the following day. “Web-Wide” Behavioral Targeting • Obtain permission from the user to identify commercial behavior across all sites and deliver targeted ads based on “Web-Wide” behavior via desktop technology. • Example:Ads for AFL-CIO appear after you visit the Labor Department’s website.

  27. Contextual Advertising Reaches Information-Seekers • Place information at the top of search engine results pages and only pay when people click on your ads • Customers use search engines to research products 41% of the time • Contextual ads can be geographically targeted to the city and state level • Contextual ads can also appear within relevant content

  28. Contextual Ads Also Available in Banner Ad Formats Washington Post and Yahoo! Also OfferContextual Advertising in Banner Formats

  29. Reaching Influentials/Online Political Citizens on Blogs Blog Readers Are the Most Influential Online Political Citizens • By the end of 2004, blogs had established themselves as a key part of online culture and as the de facto Assignment Editor for news rooms across the nation. • Blog readership jumped 58% in 2004 and now stands at 27% of internet users. • There were 36 blogs in 1999 – today there are more than 8 billion. • Rapid growth continues…and is extended by the emergence of RSS: Source: Pew, March 2005; eMarketer, May 2005

  30. Additional Information For Those Searching For It

  31. Online Advertising During in 2004 and 2005 Election If you are connected to the Internet, you can click on each ad to see it animate

  32. Reports • Optimization Advisor Online is More Accountable Than Other Media Step 4

  33. Thank You!202-478-7953

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