If you’re looking for a way to find new supporters and fundraisers for your upcoming political campaign, programmatic advertising can help you target the right people.
Here’s how programmatic advertising can support your political fundraising efforts.
What is programmatic advertising?
Programmatic advertising is when software is used to buy online advertising such as digital display ads on websites.
In the past, when people bought online advertising, they dealt with a specific publisher and negotiated a deal to host an ad on their website. This was a slow and drawn-out process.
With programmatic advertising, you specify your budget, who you want to target, and the assets you want to display. The software then uses artificial intelligence (AI) to find the right places to host your ads, ensuring as many people as possible see them.
Nearly $106 billion was spent on programmatic advertising in the US in 2021, and this figure is expected to increase by 34 percent in 2023.
How programmatic advertising can help your political fundraising campaign
With election season quickly approaching, it’s essential to move quickly to find prospective voters and encourage people to support your political campaign financing.
Here are three ways programmatic advertising can help your cause.
- You can target the right voters
One of the issues with ads is you can potentially waste money showing your campaign to voters who are not interested. With programmatic advertising, you can drill down to ensure your advertisements are displayed to those most likely to support your cause.
For example, you can target people by gender, age, education, party affiliation, and zip code. This ensures your ads focus on the right people. Zip code and location are critical if you’re running a local campaign, as you need to appeal to people who can vote or donate in your area.
As well as your own data, you can take advantage of third-party data to enhance your campaign and target prospective supporters with laser precision.
- You have complete control over your campaign
With programmatic advertising, you get analytics in real-time. This means you can review not only where your ads are appearing, but how prospective voters are reacting to them.
You can also make changes as you go along, optimizing your campaign to deliver the best results.
For example, let’s say your political rival announces a new legislative measure. You can create a new ad that focuses on the audience this measure is targeted towards, encouraging voters to support your cause instead.
- You can give people that all-important nudge
Programmatic advertising lets you utilize retargeting. This is when you show advertisements to people who have already visited your website.
Imagine someone went on your website to donate but changed their mind and left your site. With retargeting, you can serve display and social media ads to them as they browse the internet, encouraging them to come back and contribute to your campaign.
People who see retargeting ads are 70% more likely to come back to your site and convert. This makes programmatic advertising and retargeting a perfect combination for political fundraising.