An election year like no other
The Biden presidential campaign, and their agency GMMB, needed to reach and influence voters in key battleground states effectively.
Here’s how tapping into rich, connected digital and TV data helped them do it.
INCREMENTAL HOUSEHOLDS REACHED IN ARIZONA, WHICH WAS WON BY ONLY 10,000 VOTES.
- 60% 60%
- 80% 80%
- 55% 55%
- 95% 95%
MiQ’s approach to connecting and analyzing rich viewership data and using it for data-driven, cross-screen activation was an important element in helping us win the 2020 presidency for Joe Biden. Their data connections and application of data science gave us an additional edge to reach more voters in the states and on the channels where it mattered most. Accessing all of this insight via their powerful, user-friendly TV intelligence platform helped us plan and buy more effectively, in unison across TV and digital.
Senior Vice President, GMMB
GMMB has been a leading media agency in the US political space for over thirty years, building TV and digital campaigns for the Democratic Party’s presidential campaigns since Bill Clinton, as well as for political groups focused on education, healthcare and environmental issues.
They knew the 2020 election would be razor thin, and due to the fluctuations in media consumption among Americans, they needed a smart, data-driven, omnichannel approach to reaching voters.
MiQ’s Advanced TV solution uses cross-screen, delivery-agnostic TV viewership data from over 30m US households via our automatic content recognition (ACR) data partnerships, and connects it to 150+ other data feeds from across the digital ecosystem. By analyzing this connected data using our data science expertise and proprietary technology, we were able to find insights to drive better results for the campaign.
We generated household-level viewership insights for GMMB via our TV Intelligence media planning platform such as:
- Number of households exposed to the Biden linear TV campaign
- Number of households exposed to a digital ad (for example, on OTT, display or mobile)
- The overlap of households that had been exposed on both linear and digital, or neither
Using these household-level insights, GMMB could also hone in on the key states and DMAs that would determine the presidency.
In Arizona, where the difference in ballots between the two candidates was just 10,000 out of 3.3m cast (separating the winner and loser by 0.3%), GMMB’s TV plan had already reached 70% of households. But with the help of MiQ’s digital targeting strategies using TV viewership data, they increased the incremental household reach of Biden’s campaign by an additional 82,000 households, which could well have made the difference between winning or losing that state.
frequency increase in another key battleground state to reinforce Biden’s political message
MiQ identified cohorts which had low linear TV exposure, thus increasing the frequency of exposure to those households with digital retargeting. In Wisconsin, where Biden eventually won the vote by just 20,682 votes, we increased frequency among households with very low exposure from an average of two TV ads, to an average of 19 ads across TV and digital combined.
EFFECTIVE COMPETITOR MESSAGE DISRUPTION WITH CONQUESTING TACTICS.
We introduced additional tactics using TV viewership data to conquest households exposed to the Trump campaign.
In Pennsylvania, a must-win state for Trump, we saw that some households were exposed to a Trump ad 163 times. We conquested those same households with Biden digital messaging at a frequency of 73 times to disrupt Trump’s TV messaging and counter it with Biden’s alternative message.