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How Social Ads Will Win the Election Ad Wars

How Social Will Win -A e Advertising in the social ecosystem offers presidential candidates bigger results the Election Ad Wars than tweeting and Facebooking alone. How big a role will social ads play in the 2012 presidential election? Analysis by 140 Proof based on 2004 and 2008 elections as well as recent reporting from AdAge, Adweek, and eMarketer. Social Is The New Political Soapbox 84% of state governors, 81% of Congress, and all Presidential candidates are tweeting A TV No Longer Reaches Key Voters but now 1 in 3 voters are opting out of live TV or TV Ads used to be politicians' Weapon of choice... skipping TV commercials on DVRS. .meaning $992 million will be wasted on TV ads nobody sees A Social is Where the Voters Are 142m 2012 Online ad spending: 2008 Social ad spending: $0 9.5m 2.66m Social Ad Spend 2004 2008 2012 (est.) 162MILLION VOTERS ads in social are seen by: A Why is Paid Social so Powerful for Politicians? ** ... O Like people spend 10 hours per week on social appS Paid social ads have built-in sharing 3 Like Like O Like interest graph targeting ÖÖÖO helps candidates zero in on key voters 17 O Like More nimble than TV ... In the time that it takes to create 1 political 30-sec spot, 15 paid social campaigns can be launched 나 Like LIVE Social is all about realtime It's critical for teams building political messages from breaking news and public opinion A Predictions for Paid Social in Political Campaigns in 2012 ** O Like The realtime aspect of social will lead to 27 last-minute flip-flops O Like among swing voters Social will follow people into the voting booth 5 MIN AGO NOW Political Social Ad Spend is Predicted to Grow 15x in 2012 **** 140 Proof 140 Proof offers simple, powerful advertising in the social ecosystem's top 50 apps. Our ads reach over 200 million US users monthly. To find out how leading www.140proof.com campaigns are using 140 Proof to win, email us at sales@140proof.com. SF • LA • NYC · DET • CHI • DC Sources: 1. Viewers are tuning out. NPR. http://www.npr.org/2011/09/26/140813332/political-ads-target-tv-but-not-everyone-is-tuning-in 2. Voters are opting out of TV. Say Media/Targeted Victory/Chong+Koster. http://saymedia.typepad.com/_pdf/Voters-Arent-Watching-Your-Ads.pdf 3. 2012 TV spend. Adweek. http://www.adweek.com/news/advertising-branding/magnaglobal-politics-olympics-drive-4-ad-revenue-growth-2012-137697 4. Online spend, 2004. http://www.pewinternet.org/Reports/2004/Presidential-Campaign-Ads-Online/Data-Memo.aspx; 2008: 5. Online spend, 2008. http://www.clickz.com/clickz/news/1705878/mccain-camp-spent-fraction-obamas-online-ad-budget 6. Obama social spend, 2008. http://www.insidefacebook.com/2008/11/07/political-marketing-on-facebook-obama-spent-nearly-500k-on-facebook-ads-during-the-election/ 7. 10 hours a week. http://blog.nielsen.com/nielsenwire/online_mobile/august-2011-top-us-web-brands 8. Social ads audience http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/it_is_a_social_world_top_10_need-to-knows_about_social_networking 8. Social ads audience http://www.nytimes.com/2012/02/21/us/politics/campaigns-use-microtargeting-to-attract-supporters.html 9. TV-to-social comparison is based on an estimate of 24-hour minimum turnaround for a 30-second spot. 10. 15x growth. http://www.nytimes.com/2012/02/21/us/politics/campaigns-use-microtargeting-to-attract-supporters.html 11. On Hundred Million Voices. http://blog.twitter.com/2011/09/one-hundred-million-voices.html

How Social Ads Will Win the Election Ad Wars

shared by 140proof on Mar 15
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Advertising in the social ecosystem offers presidential candidates bigger results than tweeting and Facebooking alone. Mainstream media is already asking: how big a role will social ads play in the 20...

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