Without a doubt, this is the number one question we get from political consultants and campaign operatives. We know, they tell us, that TV moves numbers. We are not sure that online ads can do the same.RESOLVE: The National Infertility Association , measured the effectiveness of an online campaign in the Washington, D.C. area to raise awareness of an important issue for them. RESOLVE is a non-profit organization dedicated to helping the millions of Americans suffering from infertility find solutions to starting a family, and they focused their campaign on embryo donation. A baseline poll was taken before the digital campaign began and a follow up survey was conducted upon its conclusion. No traditional media was used - the only messaging was delivered via online advertising.Spectrum and digital experts Chong + Koster , were amazed at the results. The survey showed a significant increase in awareness: prompted awareness of embryo donation increased from 42 percent to 50 percent following the digital campaign. In households with incomes over $100,000, awareness increased from 42 percent to 56 percent.here .direct response , the question has been whether or not online ads can move public opinion. If RESOLVE’s experience is any indication, they indeed can.Posted by Peter Greenberger, Chief Evangelist, Political Advertising
This is an interesting post John. As you point it the power of on line advertising is the level to which you can really target who have the opportunity to see it - you can test and tweak parameters and directly see the impact. Great job on delivering an important message.
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