Garcetti Wins Los Angeles Mayoral Election with Targeted Ads
El Toro has a proven process for growing lead conversions and revenue both online and off. With a unique targeting platform, we enable our clients to target users in specific households to consistently deliver the most relevant online advertising to their true audience. Our model mimics the time-tested techniques of direct marketing, the direct-selling method trusted by professionals for over 70 years. True audience targeting gives you the power to deliver relevant ads to the right people at the right time – and the more relevant the ad, the more likely the conversion.
While the majority of a political candidate’s advertising budget is spent on TV, an increasing amount is being spent with online media. Former Los Angeles City Council President and candidate for the 2013 LA mayoral election, Eric Garcetti, needed to stand out and gain an edge in the tight race against his opponent. The challenge was to cut out the noise of other candidates’ ads by purchasing only relevant impressions that can deliver tailored messages to specific sections of the electorate.
Candidate Garcetti’s team leveraged the IP Targeting platform to plan and launch an online campaign targeting 500,000 voters in LA, focused on Spanish and English-speaking Latinos aged
18-46. Our targeting technology can uniquely target internet users within a specific household. Here’s how it’s done:
- Find the web entry point (IP address) for all targets by matching them to mailing addresses
- Assign each web entry point a unique privacy ID
- Through our vast display advertising network, we watch for instances of targeted IDs on thousands of websites
- Deliver personalized and relevant ads in real-time only to websites where target IDs appear
“The microtargeting campaign was successful for the Garcetti campaign. According to a report published by the agency, they delivered over 7 million impressions for the Garcetti campaign in just over two weeks … the microtargeting campaign bought between 10% to 17% better click-through rates for Spanish-speaking Latinos and English-speaking Latinos ages 18-46. While those returns might sound like another dry marketing statistic, they’re-again-the reason why election campaigns want to know you better than you know yourself.”
Fast Company, Yes, Political Campaigns Follow Your Browser History, November 5, 2013