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GovernmentDisplayAdvertisingWhitePaper�
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Display Advertising Government Sector
GovernmentDisplayAdvertisingWhitePaper�
1) Summary
AcityinFloridahadpasseda$.02centtaxtopayforroadrepair,emergencyservicessuchasambulanceandfiredepartments,andothertypesofsocialservices.Theproblemisthattheactualcostsoftheseservesfaroutweighedtherevenuethattheywereabletocollectfromthetaxes.ThiscausedalotofissuesandthecityneededtogobacktothepeopleandaskforanaddiBonal$.02cents.
2) The Problem
Toputitmildly,thecommunitywasoutragedthatitwasn’tcalculatedproperlyforthepreviousyear.Thecitywasveryworriedthattheywouldn’tevengetitontheballotletalonegetitpassedforthe2ndtaxincreaseinarow.
3) The Solution
Thecityapproachedusandaskedifwecouldgetinfrontofthepeopleandpleadthecase.Sowhatwedidwashavethemtakepicturesoftheactualfiremen,firedepartmentbuildings,ambulancedrivers,actualpotholesintheirroads,etc.sothatwhenpeoplesawtheseads,theywouldrecognizethesepeople,buildings,androads.Thefollowingaretheresults.
4) The Benefits
Bypartneringwithus, thecitywasable tousedisplayadverBsing toget in frontofpracBcallyeveryadultinthecityinaveryshortperiodofBme.ThentheycouldstayinfrontofeveryoneunBlaGerthevoBngwascompleted. WewereaggressiveinshowingallvoBngageadultstheseadswhenevertheywereonlineandwhenthepeopleclickedthead,itwenttoaverycompellingpagethatexplainedtheproblemandhowmuchthiswasneededintheircommunity.Unlikebillboardsonthesideoftheroad,thiscouldprovideallthedetailsthatpeoplecouldread,watch,andresearch.
5) Programmatic Buying Results
BoJomlineisthattheynotonlygottheiniBaBveontheballot,itpassedby51%.
MetricDefini5ons.ClickThroughRate(CTR),CostPerClick(CPC),andCostPerThousandImpressions(CPM)areindustry-standardmetricsintheonlineadverBsingindustrythatmeasurecustomerinteracBons(clicks)andcost-effecBveness.Eachmetricisdiscussedinfurtherdetailbelow.
CampaignType.Campaignsarebroadlybrokenintofourtypes:Contextual(showingadsonspecifictypesofwebsites),Audience(showingadstospecifictypesofpeople),Geo(peopleinaspecificarea…inthiscasethecityinFlorida),andRetargeBng(showingadstopeoplewhohavepreviouslyclickedonadisplayadorwhovisitedthewebsitethatexplainedthesituaBon)
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Contextual–Wetargetedshowingtheadson,newsandentertainmentwebsites.Everyonewhovisitedthesewebsiteswouldseetheadsforthiscampaign.
Audience-Wetargetedalladults21andolderinthecity.
Geo–WetargetedeveryonewhowereinspecificzipcodeswhowereveryacBveinthecommunity.
Retarge5ng–thosewhohaveclickedontheads,weconBnuedtotargetthemtostayinfrontofthosewhowerethemostinterestedtotryandconvertthemintostrongsupporters.
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GovernmentDisplayAdvertisingWhitePaper�
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Highlights:
We were able to reach these voting adults over 1.5 Million times over a one-month
(38-day) period of time. This cost less than a single billboard and was able to reach
them during their downtime when they had the opportunity to research the problem.
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GovernmentDisplayAdvertisingWhitePaper�
When the leaders of this campaign were interviewed on live television, they were
asked how the initiative even made it to the ballot, let alone pass by 51%. They said
“We doubled down on our Internet Marketing to get the word out”.
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www.agencyweb.com [email protected] (954) 960-3084