Political candidates, political action committees (PACs), and issue advocacy groups are having a tougher time reaching voters because of cord cutting — the practice of bypassing cable and satellite providers and their advertisers by streaming content from the Internet. To address this challenge, BASK Digital Media uses Adobe Advertising Cloud (part of Adobe Experience Cloud) to deliver targeted video content to all channels, including smart TVs, desktop and laptop computers, and mobile devices.
Reaching Previously Inaccessible Voters With Adobe
Adobe Advertising Cloud unifies and streamlines the entire ad-planning and -buying process, enabling BASK to engage voters who were previously unreachable via traditional television advertising methods. For example, polling for a 2016 ballot initiative showed that 15 percent of persuadable voters only watched TV on the Internet — and another 8 percent didn’t watch TV at all. Adobe Advertising Cloud helped BASK reach these voters across devices and platforms with remarkable results.
Awareness of the ballot issue among cord cutters rose from 27 percent before the ad campaign to 79 percent on election day. Issue support among the same audience shifted by 33 points, effectively switching voter sentiment to favor the initiative.