Case Study: BASK Digital Media achieves 33-point voter support gain and 192% awareness boost with Adobe Advertising Cloud (Adobe)

BASK Digital Media uses Adobe Advertising Cloud to improve response for a ballot initiative by 33 points

BASK Digital Media, a San Diego-based digital advertising agency specializing in political campaigns, faced the challenge of persuading undecided voters on a major 2016 ballot initiative who no longer watched traditional TV. Polling showed roughly a quarter of the target audience — “cord cutters” who consumed only internet TV or no TV at all — were unreachable by broadcast and cable ads, so BASK needed a digital strategy to boost awareness and shift opinion before Election Day.

Using Adobe Advertising Cloud’s end-to-end, cross-channel video ad platform, BASK targeted viewers across internet TV, VOD, streaming services, Connected TVs, mobile apps and desktop, optimizing buys with daily polling data. The campaign raised awareness among the digital TV audience from 27% to 79% (a 192% increase) and produced a 33-point swing in support among cord cutters, moving from trailing by 29 points to leading by 4.

BASK Digital Media

Amanda Bloom

Managing Director and Director of Advertising