3 Things YOU SHOULD KNOW about GMMB Digital
TV and digital integration
We plan media and produce creative across TV and digital as part of an integrated complementary operation.
SCREEN-SPECIFIC CREATIVE
A strong digital program requires creative specifically tailored to the ad environment.
SOPHISTICATED REPORTING PUT SIMPLY
We monitor every metric that matters. And give you reports in plain English.
Why IntegratION Matters
At GMMB, we’re the best political storytellers in the business, and that’s true regardless of the platform your story is playing on. We run integrated storytelling campaigns that marry TV and digital to create the most compelling and cohesive messaging in politics.
Here’s what it looks like in practice…
Planning
We allocate your media budget based on how we are best going to reach voters, spanning TV, digital, and radio.
Reporting
Your TV points and digital frequency all in one place, helping you to understand in a holistic way how your media budget is being utilized to persuade voters.
Changing Traffic
When big moments break—you’ll be live with the new spot across TV, digital, and radio ASAP.
Why screen-specific creative matters
A digital advertising program runs across several different ad environments — all of which require their own unique creative.
If you are not putting the ad experience at the center of your digital creative approach — from script through production — you are literally throwing money away on wasted impressions.
examples of our work for some KEY DIGITAl ad FORMATS:
:15 Forced View
YouTube no longer sells :30 video, so producing forced view :15s is crucial for any serious digital program.
“Insane”
For Max Rose’s upset win in NY-11, we ran both the TV and digital programs. Here’s an example of the kind of forced view :15 that we ran in conjunction with a complementary TV message.
“Coffee”
We ran both the TV and digital program for the Democratic Governors Association in one of the highest profile, most hotly contested governor’s races in the country (WI).
SOCIAl VIDEO
Facebook (and Instagram) are the best way to reach the most voters everyday online. But the ad experience on those platforms can be a challenge — your ad is running in a newsfeed that users are scrolling through with no sound. That means, if you’re running a :30 video in that placement you’re probably wasting your money. Below are a couple examples of creative we produced that fit the newsfeed experience.
“SHREDDING”
In our work for With Honor, Facebook enabled us to run a highly targeted ad campaign in CA-39 aimed at voters motivated by gun safety.
“ALERT”
For Richard Cordray (OH gov), we served this looping animation to a narrow universe of high-support voters who had not returned their mail ballots.
interactive ads
Digital advertising also affords users the opportunity to engage with an ad. Last cycle we saw strong performance with the Facebook video carousel.
Q&A with J.B. Pritzker
GMMB ran the largest ever paid digital program for a statewide candidate on behalf of J.B. Pritzker, in his successful run for governor of Illinois. In this Facebook carousel, J.B. answers questions from Illinois women about his healthcare program.
SHAREABLE CONTENT
The newsfeed affords users the opportunity to share content they find engaging – when you get shareable digital content right, it’s not always on-message, but it’s always on brand and ladders up to a larger truth about the candidate and the race.
“MEAN TWEETS”
We produced a series of “Mean Tweets” for Richard Cordray’s campaign for governor in Ohio that saw a 65% completion rate on YouTube skippable (which is pretty phenomenal for a longer form video).
“CUPS”
Showcased at Google’s 2018 year-end debrief “Winning with Creative: The Best Ads of 2018,” this shareable video reinforces one of Max Rose’s core message points in a wholly unexpected way.
WHY GOOD REPORTING MATTERS
Actionable measurement and reporting sits at the center of an effective digital media program. Good reporting helps your ads team know if your program is doing what it’s intended to do (raise money, persuade or mobilize voters). Good reporting should also help you, the campaign, understand exactly where your money is going and why. Our digital reporting focuses on the metrics that matter – and communicates them in a simple, scalable way.
Good digital reporting means understanding…
What You Are Getting
Clear, simple, actionable reports
See which voters you’re reaching and how often
How Your Money is Spent
How is each platform, ad format, and ad environment performing
No hidden costs — all our fees are laid out in the contract
No markups
Detailed accounting of every dollar
Where Your Ads Are Running
Inventory clarity
Brand safety assurance