Anyone can photoshop an image and write copy for digital ads. But not every digital ad will get noticed, make an impact, and help you win your next campaign. With an 85% win rate, Unearth’s experts identified three components of relevant, impactful, and winning digital ad creative. See the fictional examples below to learn how to make your digital ad creative stand out.
1. Time as a motivator
Create urgency. Use bill hearing dates, the governor’s signature or veto deadlines, or Election Day to motivate your audience or target to act. If there isn’t a specific date, make the case why NOW is important. Some examples:
Veto S.B. 1 now...
Vote for A.B. 1 on the floor...
Now that the legislature is back in session…
On November 5, vote for…
Public comments are now open!
2. Choose a credible messenger
Credible messengers are just as important as the message because they help build trust with the audience. Believable ads mean more engagement. Choosing a messenger that’s relevant and persuasive to your target makes your message go even further. Quote a coalition member, community leader, or constituent. Favorable news coverage or recent op-eds work too.
3. Name your target
Take the direct approach. Name your target and use a personal photo so there’s no question about who you’re talking about. Get texts and emails from the targeted legislator to your lobbying team. Negotiate amendments. Win.
With Atlas Influence Targeting, this approach goes further because ads are served to the target's ~2,000 closest, personal, professional and political connections.
Put your digital ad creative to the test with Atlas
Atlas is a digital advertising data tool that gives you the flexibility of narrowly targeting one individual decision-maker’s social graph to targeting all political insiders. Atlas works because it reaches only the people who matter most – not anyone else – reducing wasted impressions, budget, and time spent on targeting irrelevant people who can’t influence policy.
