Political ads have been in full swing — both on TV and across the web — as candidates are vying for votes, hoping to make an impression, and inspire action that could change the course of future events.
To be successful online, politicians’ campaigns must convey the same narrative from ad to post-click landing page. That way, user expectations are met, and candidates establish trust and credibility with voters — two essential goals in politics.
Since last week’s State of the Union address, you probably noticed candidates running ads in response and how they would solve each topic. Michael Bloomberg has been doing just that.
How Michael Bloomberg used segmented ads & landing pages
We can tell the following Bloomberg ads were segmented to a specific audience because they were:
Contextually relevant since the State of the Union just happened the first week of February.
Displayed on The Washington Post website which is filled with articles about the State of the Union. So naturally, they were being shown to people who are likely already interested in politics.
Branded with Bloomberg’s logo and similar colors, letting online users know they’re all part of the same campaign:
Michael Bloomberg horizontal banner ad
Michael Bloomberg Michael Bloomberg video ad promo
Michael Bloomberg skyscraper banner ad
The three ads worked together to tell one cohesive story:
The “real” state of the union is currently a nation divided by Trump
The nation needs a leader who will bring people together
Mike Bloomberg will put an end to the chaos