ADstruc Project X Drives the National “Vote to Count” Campaign
New York, October 10, 2016: Project X — the media agency spawned from NYC-based technology company, ADstruc — and the Outdoor Advertising Association of America (OAAA) recently partnered to launch a national out of home (OOH) public service advertising campaign to drive voter registration. The campaign, dubbed “Vote to Count,” acknowledges the many labels routinely applied to Americans throughout the election cycle — liberal, conservative, black, white, gay, straight, etc. — while emphasizing the importance of the one label that unites us all: Voter.
The campaign was planned with ADstruc’s software platform, Drive, which automates the process of selecting and securing OOH ad space across the United States. Drive powers hundreds of millions of dollars each year in ad billings for agencies and brands that buy OOH in-house. In the case of the “Vote to Count” campaign, ADstruc’s technology helped its agency, Project X, collaborate closely with integrated advertising agency Partners+Napier, the OAAA, and its constituents to optimize the campaign for success.
Dozens of OOH media vendors offered ad space for the campaign through the ADstruc Drive platform, which organized the resulting 2,500+ ad units into a unified interface where planners then applied demographic data to determine audience-appropriate messaging for each ad placement. For example, ads reading “Parade-Marching, Rainbow Flag-Waving, Straight Voter” run in the progressive urban neighborhoods of Downtown Manhattan and San Francisco, while ads that read “Rural, Christian, Pro-Choice Voter” display in areas where the data suggest a more conservative populace.
ADstruc’s breakthrough technology collapses the once laborious task of building OOH advertising campaigns into a streamlined workflow, making the medium as easy to purchase as display, search, or mobile ads. ADstruc Drive also features powerful audience targeting tools to help bring greater optimization to advertisers’ OOH campaigns. Project X leverages the software to provide expert OOH ad buying services to its brand and agency clients with unmatched efficiency.
Luke Madden, Account Director at Partners+Napier, whose team contributed strategy and creative to the project, expressed great satisfaction with how the campaign came together: “The Project X team did a phenomenal job with the planning and execution of the ‘Vote to Count’ campaign, and its tech platform, Drive, played a pivotal role, providing both our teams with full transparency into the media landscape, plus data visualization tools that enabled us to optimize the messaging across a diverse set of audiences.”
The two-month “Vote to Count” campaign launched in Times Square on September 6th and will reach over 150 cities in the weeks leading up to the election. Audiences are urged to visit the “Vote to Count” website (www.votetocount.com) for resources on voter registration, and to create custom labels, which can be shared via social media channels using the hashtag #VoteToCount.