Voting made easy2014 Election insights for digital marketers

1. MediaPost: The 2014 And 2016 Elections Will See Record Spending And Media Innovation, Jan 20142. Politico: 8/26/2014 the next big thing in campaigns.

The 2012 Obama election teams raised the bar in the use of digital, social, database marketing and hyper-targeting. As such, a new standard has been set for political advertising and the entire political media establishment is raising its game.1

2014 Midterm elections are less than three months away, but there’s already a clear winner in 2014: digital advertising.2

TV spend remains heavy at $4.6B in 2014, projected to hit $6B in 2014.

Digital political ad spend could reach $1B in 2016

Democratic and GOP strategists said they’ll allocate 20% budget online.

The digital transformation is more than a decade in the making, fueled by the demise of live TV watching

$270M

1,825% increase of 2010 mid term election*

$1B

2014 2016

Source: politico: The next big thing in campaigns* Data compiled by Borrell Associates

2014 digital political ad spend is on the rise

Some local TV spend is moving to digital and mobile

Not all TV ads are created equal. Most money is going to national and cable TV spend

Local TV spend can be costly and targets only smaller audience when there is no contested gubernatorial races

Source: IntheCapital: Political Spending Shows the Writing on the Wall – Local TV is Dying. 9/2014

Campaigns are being forced to reallocate their funds to make room for online and mobile ads for better targeting

Top 5 Senate races

Source: Washington Post: August 2014, Top 10 senate races in 2014

Democrats are in control. Republicans are playing offense in upwards of 10 Democratic-held seats, needing to take six of them to steal control of the Senate.

#2 Montana (D)

#1 South Dakota (D)

#3 West Virginia (D)

#4 Louisiana (D)

#5 Arkansas (D)

Top 5 house races to watch

Source: CNN 5 house races to watch Jan 2014

Big challenge for Democrats-Republicans are in control. With fewer seats in play, they must capture 17 held by Republicans.

#2 Arizona 2

#1 Florida 13

#3 Massachusetts 6

#4 Idaho 2

#5 California 10

Top 5 Gubernatorial races

Source: Washington Post: August 2014, The top 15 gubernatorial races of 2014

Every election cycle there are races that surprise us and ones that go pretty much how we thought they would.

#2 Maine (R)

#1 Pennsylvania (R)

#3 Florida (R)

#4 Illinois (D)

#5 Arkansas (D)

3% more likely to have a middle of the road political outlook

3%more likely to have a $75,000 - $99,999 household income

2%more likely to be Republican

more likely to be over 45 years old

Compared to Google, the Yahoo Bing Network audience is:

Source: comScore Plan Metrix, US, July 2014, custom measure created using comScore indices and duplication

Nationwide, our searchers are older, middle class Republicans who are moderate and politically aware

Demographics by regionCompared to Google, the Yahoo Bing Network audience is more likely to be:

New England

Mid Atlantic

East North

Central

West North

Central

South Atlantic

East South

Central

West South

Central

Mountain

Pacific

Republican X X X X X X X

Democrat X X

Independent X X

Other X X X X X

New England

Mid Atlantic

East North

Central

West North

Central

South Atlantic

East South

Central

West South

Central

Mountain

Pacific

Very conservative X X

Somewhat conservative X X X

Middle of the road X X X X X X X

Somewhat liberal X X

Very liberal X

Source: comScore Plan Metrix, US, July 2014, custom measure created using comScore indices and duplication

Demographic Profile by US Census Regions

2% more likely to be Republican

10% more likely to be 35-44 years old

6% more likely to have a $50,000 - $74,999 household income

3% more likely to have a somewhat conservative political outlook

Compared to Google, the Yahoo Bing Network audience in New England is:

New England region

17% more likely to have contacted an elected official in the past 3 years

58% more likely to have donated money to a political party in the past 3 years

Source: comScore Plan Metrix, US, July 2014, custom measure created using comScore indices and duplication

2% more likely to be Democrat

11% more likely to be 45-54 years old

5% more likely to have a $75,000 - $99,999 household income

9% more likely to have a middle of the road political outlook

Compared to Google, the Yahoo Bing Network audience in the Mid Atlantic is:

Mid Atlantic region

3% more likely to visit general news websites for political information

2% more likely to have voted in the most recent presidential election

Source: comScore Plan Metrix, US, July 2014, custom measure created using comScore indices and duplication

4% more likely to be Republican

7% more likely to be 45-54 years old

2% more likely to have a $75,000 - $99,999 household income

2% more likely to have a middle of the road political outlook

Compared to Google, the Yahoo Bing Network audience in the East North Central region is:

East North Central region

5% more likely to have voted in the most recent mid-term election

9% more likely to visit political websites

Source: comScore Plan Metrix, US, July 2014, custom measure created using comScore indices and duplication

5% more likely to be Independent

16% more likely to be 45-54 years old

12% more likely to have a $35,000 - $49,999 household income

2% more likely to have a middle of the road political outlook

Compared to Google, the Yahoo Bing Network audience in the West North Central region is:

West North Central region

11% more likely to visit general news websites for political information

5% more likely to have volunteered to help a candidate in the past 3 years

Source: comScore Plan Metrix, US, July 2014, custom measure created using comScore indices and duplication

2% more likely to be Republican

3% more likely to be 35-44 years old

4% more likely to have a $75,000 - $99,999 household income

2% more likely to be Independent

Compared to Google, the Yahoo Bing Network audience in the South Atlantic is:

South Atlantic region

3% more likely to have a middle of the road political outlook

9% more likely to visit general news websites for political information

Source: comScore Plan Metrix, US, July 2014, custom measure created using comScore indices and duplication

5% more likely to be Republican

22% more likely to be 45-54 years old

3% more likely to have a $75,000 - $99,999 household income

6% more likely to have a very conservative political outlook

Compared to Google, the Yahoo Bing Network audience in the East South Central region is:

East South Central region

7% more likely to have voted in the most recent presidential election

5% more likely to have contacted an elected official in the past 3 years

Source: comScore Plan Metrix, US, July 2014, custom measure created using comScore indices and duplication

5% more likely to be Republican

11% more likely to be 45-54 years old

2% more likely to have a $35,000 - $49,999 household income

6% more likely to have a middle of the road political outlook

Compared to Google, the Yahoo Bing Network audience in the West South Central region is:

West South Central region

4% more likely to have voted in the most recent mid-term election

12% more likely to visit political websites

Source: comScore Plan Metrix, US, July 2014, custom measure created using comScore indices and duplication

5% more likely to be Democrat

9% more likely to be 45-54 years old

5% more likely to have a $75,000 - $99,999 household income

2% more likely to have a middle of the road political outlook

Compared to Google, the Yahoo Bing Network audience in the Mountain region is:

Mountain region

4% more likely to visit general news websites for political information

3% more likely to have donated money to a political party in the past 3 years

Source: comScore Plan Metrix, US, July 2014, custom measure created using comScore indices and duplication

2% more likely to be Republican

16% more likely to be 45-54 years old

7% more likely to have a $75,000 - $99,999 household income

3% more likely to have a middle of the road political outlook

Compared to Google, the Yahoo Bing Network audience in the Pacific region is:

Pacific region

3% more likely to have registered to vote

8% more likely to visit political websites

Source: comScore Plan Metrix, US, July 2014, custom measure created using comScore indices and duplication

2012 Election-relatedsearch trends

Spike around presidential election day, with a small bump earlier due to attention-grabbing news over candidates

Source: Microsoft internal data – YBN Owned & Operated, PC/Tablet, Mobile, Aug 1 – Nov 30, 2012

2012 Election-related search trends

Aug 22 bump due to candidate-

related news (Paul Ryan)

Spike on day before, day of and day after the election –

mostly in searches for election results

Tips for advertisers:Allocate sufficient budget in October and leading up to election day.

Interest primarily around voting results, with a few searches around news of candidates

2012 Top election-related searches (PC/Tablet)

Source: Microsoft internal data – YBN Owned & Operated, PC/Tablet, Mobile, Aug 1 – Nov 30, 2012

Nov. 5, 2012

Nov. 6, 2012

Nov. 7, 2012

Clicks follow the general trend of news and searches

Clicks of 2012 Election-related ads

Tip for advertisers: spend on ads related to voter registration, as clicks are high for “register vote”, “voter registration” and “register vote online” two weeks before the election day.

Source: Microsoft internal data – YBN Owned & Operated, PC/Tablet, Mobile, Aug 1 – Nov 30, 2012

Competition intensifies as election day nears

Click-through-rate of 2012 Election-related ads

Source: Microsoft internal data – YBN Owned & Operated, PC/Tablet, Mobile, Aug 1 – Nov 30, 2012

2014 Election-relatedsearch trends

Search volume picked up as information about the races and candidates hit the news

2014 Election-related search trends

Source: Microsoft internal data – YBN Owned & Operated, PC/Tablet, Mobile, Aug 1 – Sep 28, 2014

“Mary Landrieu” “Wendy Davis” make up the bulk of the 9/15

increase“Wendy Davis” accounted for 47% of the 9/9 search volume

Tip for advertisers:Make your ad copy real

time and relevant to the latest news on

candidates

Controversy generates searches

2014 Top election-related searches (until end of Sep)

Source: Microsoft internal data – YBN Owned & Operated, PC/Tablet, Mobile, Aug 1 – Sep 28, 2014

Clicks follow the general trend of news about candidates and searches

Clicks of 2014 Election-related searches

Source: Microsoft internal data – YBN Owned & Operated, PC/Tablet, Mobile, Aug 1 – Sep 28, 2014

Click-through-rate on PC/Tablet fluctuates, but Mobile is consistently high

Click-through-rate of 2014 Election-related searches

Source: Microsoft internal data – YBN Owned & Operated, PC/Tablet, Mobile, Aug 1 – Sep 28, 2014

Tip for advertisers: Use the mobile bid adjuster to help capture quality clicks from mobile devices

2014 Senate Race: Top Search Terms

Source: Microsoft internal data – YBN Owned & Operated, PC/Tablet, Mobile, Aug 1 – Sep 28, 2014

2014 House of Representatives Race: Top Search Terms

Source: Microsoft internal data – YBN Owned & Operated, PC/Tablet, Mobile, Aug 1 – Sep 28, 2014

2014 Gubernatorial Races: Top Search Terms

Source: Microsoft internal data – YBN Owned & Operated, PC/Tablet, Mobile, Aug 1 – Sep 28, 2014