Digital advertising playing key role in sweeping up swing votes

Digital advertising is playing a bigger role than ever on the outcomes of elections and is a key way to create awareness and influence voters, according to new research from Rocket Fuel.

Digital is being used as a tool to gauge when voters are most susceptible to persuasion messaging, allowing political advertisers to better target swing voters still yet to pick a side.

Parties have started to take digital marketing very seriously given that Labour has signed up Obama election winners Blue State Digital and US campaign gurus David Axelrod and Jim Messina are currently advising Ed Miliband and David Cameron, respectively.

How will the UKs growing political-digital campaign correlate to America’s online battleground?

Research on previous US voter behaviour from Rocket Fuel has shown that:

• 50% of key floating voters’ minds can be swayed with effectively targeted and personally persuasive online advertising up to two weeks before voting day
• Parties can still influence 19% of undecided voters one week before voting day
• 36% of floating voters cast their ballot as a result of seeing an online advertisement

Dominic Trigg, SVP and Managing Director Europe, commented: “Our research has found that in the US, 36% of floating voters cast their ballot as a result of seeing an online advertisement. 

“If this behaviour is born out amongst the UK electorate then our research suggests that the best opportunities to influence floating voters are now coming to an end, with 49% of floating voters making up their minds 2-4 weeks before polling day.

“Effective online advertisements with targeted persuasive messages served up to the correct audience will still influence 19% of undecided voters up to 7 days before polling day.”