43% of Active Voters Respond to Ads on Social Networks

"For Politicians, Custom Data Is Key to Reaching Ethnic Voters. Look for Facebook targeting, mobile efforts and traditional grassroots outreach in 2016," AdAge reports. "This year, both sides of the aisle will be trying to lure the multicultural mainstream ‰ÛÒ and the key to reaching them lies with custom data, Facebook targeting, mobile communications and traditional campaign tactics like daily grassroots outreach."

"When it comes to landline-​based polling, it can be difficult to contact minority voters, who rely on mobile devices more than non-​Hispanic whites. A Pew 2012 study showed 90% of African-​Americans and 86% of Hispanics owned cell phones, compared with 84% of whites. A larger percentage of Hispanics and African-​Americans also live in mobile-​phone-​only homes, making it necessary to alter traditional landline-​based sampling methods," Kate Kaye writes in AdAge.

"New Facebook targeting capabilities not available during previous election cycles will be an increasingly significant part of the mix for testing messaging and targeting ads to minority voters, political experts said.

"The ability for us to match a file to Facebook and have them target individuals — to take a file that we'd traditionally mail — and [match] anywhere from 30% to 60% of the file is groundbreaking compared to where we were 4 years ago, even 2 years ago," said National Republican Congressional Committee Political Director John Rogers.

"More traditional media buys aimed at Hispanics will remain relevant, though," said Rogers. "Regarding Spanish-​language media such as Univision Communications and NBC Universal's Telemundo, I don't think those traditional mediums go away."

When targeting the 38.5% of active voters in America, think about how they're using technology to stay afloat of this trend. AudienceSCAN data finds that 43% took action after seeing an ad on a social network in the past year ‰ÛÒ 21% in the past month. As for mobile marketing, 34% took action from a smartphone app or text message in the past 12 months.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.