Why message personalization is key in programmatic political advertising
Posted: Sun Jan 19, 2025 5:43 am
Programmatic political advertising has become a fundamental tool for candidates and political parties in their electoral campaigns. In this context, personalizing messages has become key to achieving an effective impact on voters.
The importance of personalization
Personalised messaging allows advertising content to be tailored to the characteristics and preferences of each individual, increasing relevance and emotional connection with the recipient. According to a study by the consultancy McKinsey, 80% of consumers are more willing to buy products or services from a brand that offers them a personalised experience. This same principle applies to botim data user list programmatic political advertising.
Discover Political Marketing in times of change: Adapt or disappear.
By personalizing messages, candidates can target specific segments of the population, taking into account demographic, socioeconomic, geographic, and even psychographic factors. For example, a candidate can tailor their message to focus on the interests of young people, the concerns of retirees, or the needs of business owners.
The power of data
Message personalization in programmatic political advertising relies on data. Candidates and political parties collect information about voters through various sources, such as social media, public databases, and surveys. This information is used to create detailed voter profiles and segment them into specific groups.
Data allows candidates to understand voters’ political preferences, interests and behaviors, allowing them to send personalized and relevant messages. For example, if a voter has shown interest in environmental issues, a candidate can send them ads that highlight their commitment to sustainability.
The impact of personalization
Message personalization in programmatic political advertising has been shown to have a significant impact on election campaigns. According to a study by marketing technology company AdRoll, personalized ads are 49% more likely to be seen and 35% more likely to be clicked than non-personalized ads.
In addition, personalizing messages allows candidates to convey a clear and consistent message throughout the entire campaign, which strengthens their image and increases voter confidence.
In short, personalizing messages in programmatic political advertising is key to achieving effective impact on voters. By tailoring advertising content to each individual’s characteristics and preferences, candidates can increase relevance and emotional connection with voters, thus improving their chances of success in elections.
How to effectively implement message personalization in programmatic political advertising
Political advertising has evolved considerably in recent years, especially with the advent of programmatic. Now, political candidates and parties can more effectively reach their target audience through personalized messages. But how can this personalization be implemented effectively?
1. Know your audience
The first step to implementing message personalization in programmatic political advertising is to know your audience. Who are they? What are their interests and concerns? Which communication channels do they use? Use data analytics tools to gain detailed insights about your audience so you can effectively tailor your messages.
The importance of personalization
Personalised messaging allows advertising content to be tailored to the characteristics and preferences of each individual, increasing relevance and emotional connection with the recipient. According to a study by the consultancy McKinsey, 80% of consumers are more willing to buy products or services from a brand that offers them a personalised experience. This same principle applies to botim data user list programmatic political advertising.
Discover Political Marketing in times of change: Adapt or disappear.
By personalizing messages, candidates can target specific segments of the population, taking into account demographic, socioeconomic, geographic, and even psychographic factors. For example, a candidate can tailor their message to focus on the interests of young people, the concerns of retirees, or the needs of business owners.
The power of data
Message personalization in programmatic political advertising relies on data. Candidates and political parties collect information about voters through various sources, such as social media, public databases, and surveys. This information is used to create detailed voter profiles and segment them into specific groups.
Data allows candidates to understand voters’ political preferences, interests and behaviors, allowing them to send personalized and relevant messages. For example, if a voter has shown interest in environmental issues, a candidate can send them ads that highlight their commitment to sustainability.
The impact of personalization
Message personalization in programmatic political advertising has been shown to have a significant impact on election campaigns. According to a study by marketing technology company AdRoll, personalized ads are 49% more likely to be seen and 35% more likely to be clicked than non-personalized ads.
In addition, personalizing messages allows candidates to convey a clear and consistent message throughout the entire campaign, which strengthens their image and increases voter confidence.
In short, personalizing messages in programmatic political advertising is key to achieving effective impact on voters. By tailoring advertising content to each individual’s characteristics and preferences, candidates can increase relevance and emotional connection with voters, thus improving their chances of success in elections.
How to effectively implement message personalization in programmatic political advertising
Political advertising has evolved considerably in recent years, especially with the advent of programmatic. Now, political candidates and parties can more effectively reach their target audience through personalized messages. But how can this personalization be implemented effectively?
1. Know your audience
The first step to implementing message personalization in programmatic political advertising is to know your audience. Who are they? What are their interests and concerns? Which communication channels do they use? Use data analytics tools to gain detailed insights about your audience so you can effectively tailor your messages.