Nonprofit and Advocacy
Advertising Gets the Message Out Using the Internet
 Advertising
spending for the 2004 political season is expected to exceed $1.2
billion, and the new campaign finance laws have exempted the
Internet from some of the political advertising restrictions. Like
traditional advertisers selling products and services, nonprofits,
advocacy groups, and political campaigns are starting to use Web
advertising as a way to "get their message out" to policy-makers,
potential donors and voters.
Examining Dynamic Logic's
MarketNorms database (Q4/03), research from 23 nonprofit/advocacy
campaigns shows that online advertising is effective at building
awareness for organizations, causes and candidates and in
solidifying their non-commercial messages. Note: No candidate ads
are in this sample due to lack of prior activity. This is data run
consisting only of online advertising for nonprofit/advocacy
campaigns, which is similar to political campaign advertising.
Based on an aggregate sample of 22,463 respondents from
nonprofit/advocacy campaigns, the data indicates that exposure to
online advertising leads to significant impact on all key metrics
including: increasing awareness of the organization or candidate (up
+5 points on average), building message association (+8 points on
average), raising favorability (+2 points average) and increasing
likelihood to donate, volunteer or vote (+2 points average). Getting
the message out quickly is extremely important in the fast public
debate that occurs daily on public policy issues. Online advertising
does a very good job at communicating the message in a timely manner
and in getting people to remember it. Like product advertising, it
is not easy to get someone to "buy" your cause or candidacy with one
online ad impression, but there is clearly communication value in
online advertising that goes beyond click-through.
| I
N S I G H T S Y O U C A N U S
E |
Political
Advertisers Are Looking Online
By Mark McLaughlin
As the Media Director of President Bush's reelection
campaign in 1992, I am encouraged by what I see
happening in online media. Not only are the online ad
formats improving, but also the measurement of these
campaigns is improving, as well.
The results
from the research released here are no surprise and
suggest that online advocacy advertising will supplant
traditional media more quickly than other categories
because the message effectiveness combines with an
instant opportunity for fundraising. But, it should be
pointed out that political campaigns have come to online
advertising more slowly because of their very precise
geographic targeting requirements. Moreover, political
advertisers require speed in execution and flexibility
unlike any other marketer. There is absolutely no room
for hiccups when politicians need to get their message
delivered through advertising.
Publishers who
have special packages for political campaigns will be
rewarded. These packages should combine mass reach with
geographic precision and support from a dedicated staff
focused on servicing political campaigns. Providing
metrics on messaging and effectiveness will help prove
what political advertisers wants to see - that online
advertising gets the message out. I believe that 2004
will be the year that political advertising takes off
online.
Mark McLaughlin was the Media
Planner for Bush-Quayle '92 and is the President and CEO
of MARK Consulting & Ideas (www.markideas.biz).
|
Homerun
for
Nonprofits
By Tom Grotta
This research is a home run for nonprofit
organizations!
As the Executive Director for the
New York office of The Cystic Fibrosis Foundation, I can
report that we are beginning to test the online waters.
This research gives credence to their efforts. The study
reveals that nonprofits can increase purchase/behavior
intent with exposure to online advertising - this has
the ingredients for a great channel for cultivating a
new volunteer and donor base.
Cystic Fibrosis
(CF) has a population of 30,000 Americans and we need to
constantly be building awareness of what Cystic Fibrosis
is and how our organization works is helping people.
Being creative and finding cost-effective ways to get
our message across is paramount as we strive to raise
more and more money each year. Online advertising can
help us reach out beyond our base and educate people
through advertising, even if they don't click on the
ads.
Medical technology has given us the tools
to develop science at incredible speeds; now, in order
to fund all this tremendous research, we have to raise
money more efficiently than ever before and we will look
to do so using the latest communication technology to
help. We will be exploring online advertising
opportunities and will look for publishers to give us
packages that nonprofits can afford and can measure.
Tom Grotta is the Executive Director of the
Cystic Fibrosis Foundation (CFF) for New York City
(www.cff.org) and formerly VP at DoubleClick.
| |
| Q U E S T I O N S A B O U
T D Y N A M I C L O G I
C |
|
Christina Goodman, 212-844-3741,
cgoodman@dynamiclogic.com
Note about AdIndex Methodology: *Sample for this
report based on 22,463 interviews. The Control and Exposed
groups are recruited simultaneously to remove any potential
impact of alternate channel marketing efforts. Exposure data
were recorded when the creative appeared on the web properties
used in the actual campaign. Delta is defined as the actual
percentage point difference between the branding level of the
Control and Exposed groups. All differences are statistically
significant at 95%.
|
| A B O U T M A R K E T N O R M
S |
|
Dynamic Logic's MarketNorms® is a
leading source of normative data for online marketing
effectiveness, with a database of over 1,000,000 completed
surveys and more than 10,000 tested creatives. MarketNorms is
a powerful, analytical tool that allows advertisers, agencies
and publishers to compare effectiveness by vertical
(automotive, CPG, pharmaceutical), ad format type (rich media,
interstitials, email) and audience (gender, B2B, consumer).
www.marketnorms.com
|
| A B O U T A D I N D E
X |
|
AdIndex® is a research tool used
by online advertisers to measure the effectiveness of their
campaign beyond click-through. By providing real-time metrics
on brand awareness, purchase intent, message association, and
creative evaluation; AdIndex empowers online marketers to
optimize their campaigns and get a true measure of the
campaign's impact.
AdIndex was developed by Dynamic Logic and has multiple
patents pending.
www.adindex.com
|
|
Copyright © 1999-2007 Dynamic Logic Inc. - A Millward Brown Company. All Rights Reserved.
If you enjoy Beyond the Click, let us know. Please send feedback, comments and topics you'd like to see addressed to marketing@dynamiclogic.com. All letters become property of Dynamic Logic and may be edited for space and clarity. To subscribe to this email newsletter, send a blank email to join-beyond_the_click@hurricane.sparklist.com.
| |
