© 2015 MaxPoint Interactive, Inc.www.maxpoint.com 800.916.9960

INFLUENCING PUBLIC PERCEPTION WITH ALWAYS-ON HYPERLOCAL DIGITAL ADVERTISINGPublic Policy Group Addresses Concern about a Key Issue

The political advertising game has changed in recent years. With the growth

of the 24-hour news cycle and constant social media updates, political

advertisers need their programs to respond to public opinion around the clock.

When a political issue became the subject of heated debate, a public policy group

turned to MaxPoint to influence opinion and address concern among constituents.

MaxPoint was uniquely positioned to do this using three key strategies:

Locating the ideal constituents using hyperlocal

intelligence—MaxPoint used its hyperlocal intelligence to

discover which neighborhoods over-indexed for proponents of

the issue, which over-indexed for opponents of the issue, and

which over-indexed for undecideds. In particular, our proprietary

interest data allowed us to analyze real-time content consumption

patterns to focus on neighborhoods that over-indexed for the

most important constituents.

Adapting advertising strategy in real time to respond to

polls—MaxPoint adapted its strategy in real time in response to

a combination of the policy group’s polling data and MaxPoint’s

own proprietary data. As public opinion shifted, we modified both

the creative and the program delivery strategies to focus on either

proponents or undecideds, depending on immediate needs.

Constituents aged 65+

High school education

In favor of the issue

RESPONDER PROFILE

VIDEO COMPLETION RATE*TIMESPER WEEK

68%10*A 42% increase over the industry standard rate of 48%.

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2REACHED CONSTITUENTS

TOP-RESPONDING NEIGHBORHOODS IN INDIANAPOLIS, IN

© 2015 MaxPoint Interactive, Inc.www.maxpoint.com 800.916.9960

Reaching constituents multiple times wherever they go

online—Political advertisers frequently face two roadblocks: First,

many political advertisers make direct ad buys on the web, often

fighting for scarce inventory. Second, because of this inventory

scarcity, political advertisers often lack the ability to reach

constituents frequently enough to truly affect public opinion.

Unlike direct ad buys, MaxPoint uses content consumption

patterns to determine the best places to reach constituents on

multiple sites across the web. This allowed the policy group to

never run out of inventory and to reach constituents enough times

to make a difference in their political opinions.

When a political issue generates heated public debate, it’s imperative that political

advertisers do what they can to influence the conversation. As this public policy

group learned, one of the most effective ways to influence narratives is by using

hyperlocal digital advertising that responds in real time to changes in opinion

and attitude.

Address concern around key issue

Reach constituents enough times to truly influence opinion

CAMPAIGN GOALS

High Ad Response Rate

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