Driving Voter Activity Through Advertising in Swing States

How do you conduct a successful political campaign? That’s a big question with a lot of different answers. Ultimately, it comes down to winning the most votes, and—in our connected world— swaying voters with digital ads is becoming crucial. Rocket Fuel’s research team scoured the digital political landscape to produce some fascinating insights about voters’ digital behavior and their responses to online marketing.

Our latest research study shows that hitting the right voters at the right time with the right message is key to driving successful political campaigns. Take a look inside to see how different demographic groups, across different party lines, tend to respond—and what it takes to grab their attention.

Highlights include:

  • Voters took action after seeing online digital ads: 36% voted in an election, 35% educated themselves about the election, and 17% donated time or money to a political cause or campaign.
  • Decided and undecided voters had very different pixel profiles. Decided voters were five times more likely to buy golf clubs, while undecideds were 47% more likely to be frugal.
  • Democrats (9%) and Libertarians (12%) were more likely to respond to ads through volunteering than Republicans (5%).
  • African Americans (41%) and Hispanics (38%) were more likely than Caucasians (32%) to educate themselves about a campaign by either clicking on an ad, viewing a video, or signing up for a newsletter.

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