Election Insights NZers are set to go to the polls September 2017 The future of political communications is understanding how to target voters using the latest tools and data.
Digital offers the scale and engagement required during the elections. The US elections were won online with Trump utilising big data to hone into very specific, targeted mini-campaigns addressing clusters of people with specific concerns.
Utilising a combination of digital, social and audio ads is key to reaching your target audiences. Increasing numbers of New Zealanders are using their devices to watch video, TV, play games and scroll social feeds and listen to streaming audio. * Against all odds, Trump managed to win the USA election Election season isn’t just for the candidates but an opportunity for brands to get their messages out there too.
Whether you represent a political party or wish to take advantage of moments during the elections to get your brand in front of attentive audiences, or avoid certain political brands and being associated with them, the election provides a unique advertising opportunity.
With political engagement at its peak, brands can use Ads that speak to the current mood and capitalise on political conversations without picking sides and aligning themselves to a particular party. Opportunities exist for the use of topical creative, especially native piggybacking on political issues and political success and failures!
*Campaigning on election day is an offence Major Political Parties Policies
National Party Labour Party Green Party A centre-right, conservative and A centre-left, social-democratic party. The Green party supports social justice, classical-liberal party. Currently the largest Traditionally National’s main opponent. grassroots democracy, non-violence, and party in Parliament, it has traditionally been It is currently the second largest party in environmentalism. GPANZ has a left-wing Labour’s main opponent. It supports a Parliament. It supports a mixed economy environmentalist manifesto, and also mixed economy market, and lower market, with taxation levied to fund promotes progressive social policies. taxation particularly as a stimulus for particularly its social programmes. private enterprise.
United Future New Zealand First Māori Party ACT A centrist party, formerly with a A populist, and conservative party. A party that addresses the concerns A classical-liberal party that promotes strong Christian background: it Its primary goals are reducing of New Zealand’s indigenous Māori. It free market economics, low taxation, describes its platform as “common immigration, reducing Treaty of crystallised in 2004 around Tariana Turia, reduced government expenditure, and sense”. It has a particular focus Waitangi payments, increasing a former minister of the Labour Party. increased punishments for crime. It sees on policies concerning the family sentences for crime, and buying back It promotes what it sees as “the rights itself as promoting “accountability and and social issues. The party has a former State owned enterprises. and interests of Māori”. The party has a transparency in government”. The party confidence and supply arrangement confidence and supply arrangement with has a confidence and supply arrangement with the National-led government. the National-led government. with the National-led government. Election Advertising Rules Target users at the right moment on the right device
• Election advertisements (other than election programmes on television and radio) can be published at any time after the 23rd August except on election day (23 September). • Election advertisements must contain a promoter statement, including the promoter’s name and street address. • Election advertisements that promote any candidate and/or party must have been authorised in writing by the candidate and/ or party secretary before being published/ broadcast. • Any person can seek an advisory opinion from the Electoral Commission on whether or not a particular advertisement is an election advertisement. • Advertising Budget must include GST.
www.elections.org.nz/media-handbook/part-1-election-advertising
Tips & Tricks
• Secure ad placements audiences without Hyper-local targeting are Acquire Onlines Brand well before the pre- maxing out marketing great tools for delivering Safety Measures election media rush. budgets to compete with the right message to the political advertisers. right audience. • Third party brand safety verification – • Focus Campaign Intergal Ad Science, MOAT, Peer 39. advertising on areas • Ensure your Ad • Use a combination of where there is low voting placement is in-line with social, native, display, • Regular updated list of negative rates or swing voters. your brand’s identity and In-App, audio. keywords. avoid appearing next to • Social listening tools. • Brands need to take • Target across all device conflicting content. advantage of targeted desktop, mobile and content marketing • Geo-targeted Apps like tablet. opportunities to engage neighbourly (Near?) and WebsitesWebsites
stuff.co.nz radiolive.co.nz kiwiblog.co.nz nbr.co.nz whaleoil.com cnn.com nzherald.co.nz aljazeera.com edition.cnn.com tv3.co.nz msnbc.com bbc.com radionz.co.nz smh.com.au mediaworks newstalkzb.co.nz theguardian.com tvnz.co.nz dailymail.co.uk Sites Apps nzherald.co.nz therock.net.nz NZ Herald viva.co.nz georgefm.co.nz Stuff bite.co.nz maifm.co.nz Newshub newstalkzb.co.nz morefm.co.nz 3Now thehits.co.nz thebreeze.co.nz TVNZ OnDemand zmonline.com thesound.co.nz flava.co.nz magic.co.nz hauraki.co.nz stuff.co.nz thecoast.net.nz neighbourly.co.nz mixonline.co.nz tvnz.co.nz radiosport.co.nz stoppress.co.nz dish.co.nz newzealandweddings.co.nz theregister.co.nz truecommercial.nzherald.co.nz trendsideas.com otagodailytimes.co.nz hokonui.co.nz iheart.com grabone.co.nz threenow.co.nz newshub.co.nz radiolive.co.nz theedge.co.nz Facebook adverts are a powerful tool for spreading a message to the masses and targeting very specific user segments.
Location New Zealand Placement CPM CPC Age 18-65 Years Interests Election, Voting, Green Party of Aotearoa Facebook Newsfeeds $5-8 $0.87-$3 New Zealand, New Zealand Labour Party, Political Party, ACT New Zealand, Maori Party, Facebook RHS $3 $2.01-$3 New Zealand National Party, Helen Clark or (desktop only) New Zealand First
Potential Reach 3,200,200 Instagram Newsfeeds $4-8 $2.80-$3.50
Other Options - Twitter, LinkedIn, Pinterest Hyperlocal Geo-Targeting Geo-Fencing Cities
A geofence can be looked upon as a Online Geo-targeting provides customizable virtual perimeter that you can draw around location-based audiences and geofencing any location on a map, and then target capabilities customers that enter that location. - Whangarei - Rotorua Although it is possible for a specific phone to pick up a geofence at 5m, it may not be the - Auckland - Napier-Hastings same case for a phone with different internal - Wellington - Gisborne components. This is why we recommend the lower limit of your geofence to be 20m. - Hamilton - Whanganui Voters in close proximity to specific regions - Tauranga - Nelson can be targeted using a geo-fence during the Election Pack. - Palmerston North - Christchurch - New Plymouth Keywords
Green party New Zealand politics
government New Zealand Bill English NZ First
ACT National party NZ Labour government Labour party New Zealand government United First Andrew Little National New Zealand Contextual Targeting
Category Potential Impressions Unique Cookies with Impressions
News/Politics 200,490,803 3,843,355
News/Politics/Campaigns & Elections 82,007,687 1,861,820
News/Politics/Right-Wing Politics 99,871,087 1,699,826
News/Politics/Left-Wing Politics 23,813,627 678,738
Law & Government/Government/Public Policy 6,790,774 394,800
People & Society/Social Issues & Advocacy/Immi- 1,675,596 203,036 gration Policy & Border Issues
News/Politics/Political Polls & Surveys 2,180,899 104,848
News/Business News/Fiscal Policy News 989,388 43,567
Health/Public Health/Health Policy 220,096 10,869
People & Society/Social Issues & Advocacy/Drug 325,278 1,284 Laws & Policy 3rd Party Targeting
Category Potential Impressions Unique Cookies with Impressions
News & Politics » Government and Politics 3,530,166,839 3,154,388
News & Politics » News & Current Events 3,448,569,110 4,347,036
News & Politics » Government & Politics 3,234,801,605 2,965,434
News & Politics » Environmentalism 2,851,933,871 2,360,343
News & Politics » News & Current Events 2,793,000,210 3,051,328
Politics & Society » Environmental Issues 2,665,956,877 2,407,151
News & Politics » Independent Party 2,465,187,591 2,186,822
Interest » Politics & Society » Politics » Voters 1,888,706,364 1,757,958
News & Politics » Eligible Voters 1,636,575,348 1,359,821
Politics & Society » Charities & Non-Profits 1,590,093,641 1,672,170 Speak to our Team
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