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Case Study: Targeting Red States to Reduce Red Ink

Targeting Red States to Reduce Red Ink




Overview

When the Federal government debt crisis gained more publicity, the Employment Policies Institute (EPI), a non-profit research organization dedicated to studying public policy issues surrounding employment growth, launched their Defeat The Debt campaign. The campaign focused on publicizing the size and scope of the growing national debt. To help drive more traffic to DefeatTheDebt.com and raise awareness with voters, EPI’s agency (Berman & Company) turned to TubeMogul’s video advertising platform.



Creative

EPI created a series of standard 30-second pre-roll ads. These ranged from a video showing a man dressed as “Uncle Sam” digging a hole into the ground to represent our growing national debt problem to showing a classroom of kids pledging allegiance to the debt rather than the flag.

The videos conclude with a voice-over urging the viewer to visit the campaign homepage DefeatTheDebt.com, and when a user clicked on the video they were linked to that website.



Execution / Results

The pre-roll videos were geo-targeted to regions with larger blocks of conservative voters, and TubeMogul’s platform optimized delivery by dynamically shifting real-time media buys to sites where viewers were clicking at higher rates.

- The campaign received 895,101 views.

- Additionally, viewers visited the campaign’s website at about double the rate than the Government benchmark rate, an aggregated statistic from all other public issue campaigns.








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