ClickZ.com’s Kate Kaye has assembled a helpful guide to video advertising that features some of the work and research we’ve done here at Targeted Victory. In addition to the findings of our Off The Grid study, this guide includes a case study of our work on the Dino Rossi for U.S. Senate race last year as well as insight from Targeted Victory partner Michael Beach.
Take a look at the guide below and check out the original post here.
In the 2010 U.S. Senate elections, there were definitely some memorable campaign videos. In today’s blog post, we take a look at how these videos faired online by counting down the top 10 videos by the amount of YouTube views they received. While most of these videos were produced as television spots, in today’s world it is incredibly important to push them online as well and the videos below garnered the most attention.
A few numbers before we get into the videos:
1. Unlike the top 10 state committee videos, all 10 of these videos were professionally produced.
2. 9 out of the 10 videos were produced by Republican candidates, including all of the top 5.
3. Christine O’Donnell led the way with 3 videos in the top 10. Carly Fiorina and Sharron Angle each had 2 (Note: all 3 candidates lost their respective races).
4. The top 10 videos accounted for 2,823,499 YouTube views.
1.) Christine O’Donnell: I’m You
Christine O’Donnell
656,167 views
2.) Hot Air: The Movie
Carly Fiorina
369,217 views
3.) The Wave
Sharron Angle
364,146 views
4.) Chris Coons the Taxman
Christine O’Donnell
282,654 views
5.) Sir
Carly Fiorina
241,175 views
6.) Dead Aim – Joe Manchin for West Virginia TV Ad
Joe Manchin
234,685 views
7.) Christine O’Donnell: What I’m made of
Christine O’Donnell
191,787 views
8.) Missouri’s Future
Roy Blunt
182,064 views
9.) Welcome to Nevada, Mr. President
Sharron Angle
176,643 views
10.) Rubio for Senate Ad, “A Generational Choice”
Marco Rubio
125,243 views
MARKET SHARE
In a three way race, Marco held a commanding lead in Facebook likes, Twitter followers, YouTube views and website visitors. Neither of his opponents, Charlie Crist nor Kendrick Meek, came within 30% of Marco’s total list in any of these four categories and nowhere was the gap more evident than with YouTube views in which Marco had 9 views for every 1 that Crist received.
GROWTH OVER TIME
Amongst the 75 candidates running in the 37 U.S. Senate races in 2010, Marco accounted for:
BY THE NUMBERS
Email Marketing
In 2010, Marco sent out 199 emails (47,838 words) which were opened 1,395,144 total times (7,010 average opens/send). Over 1 in 5 emails were targeted down to a municipal level and 62.59% of the list contained political geography and could be targeted by state/CD/county/city/zip. In addition, the entire list contained 134,955 ID tags/affiliations that could be used for segmentation and 32.07% of the list ended the campaign with donor history in which the average online donor gave 1.49 times.
Facebook
Marco ended the 2010 campaign with the largest following on Facebook of any 2010 U.S. Senate candidate with 146,712 likes. In 2010 alone, there were 724 total posts that garnered 211,317 likes (291.63 likes per post) and 49,785 comments (68.76 comments per post). The campaign averaged 1.99 new posts on Facebook each day in 2010.
Video
Marco uploaded a total of 275 videos which garnered 1,389,204 views (2nd of 2010 U.S. Senate candidates) over a 591 day period between March 24th, 2009 and November 5th, 2010. The campaign averaged 5,052 views per video from the 50,360 seconds (839 minutes/13.99 hours) of video content that was produced at a rate of 1 new video for every 2.14 days.
Online Advertising
Marco had a total of 125 different ads (video, text and display) that ran on 4,617 unique sites and generated 312,364 clicks. The campaign invested heavily in rich media advertising (expandable, pre roll and in banner) that was targeted towards a mobilization and persuasion audience which was derived from the Audience Targeting Platform (ATP). As a result, 45.83% of the statewide 18+ internet population fell into either our mobilization or persuasion universe.
Below is an example of a video ad that combined both a messaging/persuasion component with a political call to action that allowed the user to look up their early vote location directly in the ad unit.
In our latest edition of 2010 In Review, Michael Beach and Ryan Meerstein examine Senate campaigns and web traffic.
Some key points:
1. In 2010, GOP candidates held 8 of the top 10 rankings for web traffic in Senate races.
2. GOP Senate candidates accounted for 64.12% of all visitors to Senate candidate websites.
3. GOP had 5,919,375 visitors to Senate candidate websites to the DEM’s 3,118,059.
In this installment of 2010 In Review, Michael Beach and Ryan Meerstein take a look at Senate campaigns and how they performed on Twitter.
A few key points:
1. GOP candidates accounted for 82.30% of all followers for Senate candidates during 2010.
2. GOP U.S. Senate candidates hold 9 of the top 10 rankings for followers/CD.
3. GOP candidate Carly Fiorina led the way with 318,571 followers.
In this latest 2010 Year in Review Digital Landscape Report, Michael Beach and Ryan Meerstein take a look at Senate campaigns and YouTube.
Some key points:
1. In 2010, GOP Senate candidates had 9,401,456 total YouTube views to DEM Senate candidate’s 4,438,130.
2. Head to head, GOP candidates held an advantage in 24 of 37 races.
3. Sharon Angle had the most YouTube views of any candidate, coming in at 1,489,580.
In this 2010 Year in Review Digital Landscape Report Michael Beach and Ryan Meerstein take a look at Senate campaigns and Facebook.
A few key points:
1. GOP Senate candidates accounted for 72.47% of all likes for Senate candidates during this cycle: consequently outgrowing the DEM candidates 1,084,512 to 382,903.
2. Senator Marco Rubio had the most Facebook likes of any candidate, coming in at 146,414.
3. On the DEM side, Senator Barbara Boxer had the most Facebook likes with 42,758.
4. Head to head, GOP Senate candidates led in 27 of the 37 states hat have completed the primary process.
NOTE: We only counted growth for John McCain that came after the Presidential campaign.