One of the best things about last week's All Things Politics conference besides the visit to San Diego was that I received a copy of a study called Moving to The Mainstream. The study was released by the e-Voter Institute and was sponsored by PointRoll. You can download a copy to read it for yourself, but as usual I've gone through it and have of course my own opinion. There were 7 key findings, but for this post will focus on Finding 2 which is called the Practical View.
As written in the report, consultants say rich media is effective with 4/5 saying rich media is effective for getting email addresses, 3/4 for taking surveys, and 7/10 for raising money and motivating the base/persuasion. It also examined which internet methods are effective for all audiences, loyal bases and swing/independent voters and online video ads came in second at 36% for all audiences. So what's a campaign supposed to do? Just stream it.
Streaming videos are very effective when it comes to online advertising. According to the survey, voters like video and with all of the rage of YouTube, more and more people are embracing it as a form of content. The consultants seem to think it is effective with generating content, but personally I think it is secondary to getting out the vote message, pushing critical points, and brand awareness. When we generate donations or emails from the Point Roll units I consider it a bonus when coupled with viewing video.
If I hear a campaign is trying to raise awareness or push a certain message, I immediately go for a Point Roll execution. Just to illustrate the point, check out these two PointRoll executions that my agency Connell Donatelli worked with PointRoll on for Dick DeVos and Rick Santorum.
What could be better than reaching your audience with a streaming online video wrapped around by a unit that can take an email sign-up or a donation? Nothing. A well placed media buy with a PointRoll Fatboy streaming an offline ad is poetry in motion. Try tracking that with your TV ads.