The millions of dollars President Barack Obama’s re-election team spent on ads tailored for mobile devices paid off, campaign operatives told AdWeek in a story published Tuesday:
In the case of mobile video ads, the Democratic operatives said they got click-through rates from 3 percent to 19.5 percent during the race’s crucial stretch run when Mitt Romney appeared to surge in late October and early November. The promos criticized the GOP candidate’s tax plan and praised Obama’s auto industry bailout, among other examples.
“We knew we had to be in mobile,” said Shannon Lee, the campaign’s digital lead who previously worked at interactive shop Digitas. “The work we did there was exciting because we felt it was directly impacting the election.”
More from AdWeek on who the ads targeted:
The ads typically zeroed in on young, female and Hispanic voters in Ohio, Michigan, Nevada, Iowa, Florida and Colorado, appearing via mobile properties owned by major regional news outlets such as the Cincinnati Enquirer, Detroit Free Press, Las Vegas Review-Journal, Des Moines Register, Miami Herald and Denver Post. The Obama digital team also bought ads directly from CNN, The Weather Channel, Associated Press and Pandora, leveraging through those publishers’ mobile apps.
