At the most macro level, election campaign advertising falls into two camps: shaping public opinion and mobilising supporters.
There are distinct strategies behind ads that seek to persuade voters and those that aim to convert likely supporters into tangible actions.
In the opening weeks we’ve seen a lot of persuasion ads but as we’re about to enter the final two weeks of the general election, we will start to see many more conversion ads.
Here are a few key differences between the two types of ads and their respective roles in a successful campaign.
Persuasion ads: changing minds and shaping perceptions
Target audience
Persuasion ads are designed to reach undecided voters or those leaning towards an opponent. The primary objective is to change their minds and influence their voting decisions.
Ad targeting for this audience tends to be very broad. If a party thinks a lot of voters are “in play” they might not include any targeting, or perhaps just location-based (target seats).
Some persuasion ads are in fact aimed at journalists. Party’s make ads that are to the taste of news organisations in the hope they report on and repeat the argument made in the ad.
Messaging and content
These ads often use provocative messaging, emotional appeals, and compelling storytelling to create an emotional connection with the audience. By highlighting a candidate or party’s strengths and attacking opponents’ weaknesses, persuasion ads aim to align the sponsor of the ad with voters’ values and concerns. For example, a video ad showcasing a candidate’s backstory and vision can build trust and empathy, helping to sway undecided voters; another example would be a “contrast” ad that draws clear distinctions between the party or candidate and their opponent.
Conversion ads: turning support into action
Target audience
Conversion ads focus on individuals who are already likely supporters of the candidate. The goal is not to change minds but to convert their support into specific actions, such as registering to vote, signing up for postal votes, donating, volunteering, or advocating.
Ad targeting tends to be much more discreet. Parties typically use custom-built audiences that pull data from their canvassing returns, “lookalike” audiences of known supporters or detailed segmentation that uses demographic, behaviour and lifestyle characteristics.
Messaging and content
These ads are practical and action-oriented, with clear calls to action (CTAs) like “Register now,” “Donate today,” or “Volunteer with us.” The messaging is straightforward, emphasising the importance and impact of taking action.
For instance, a social media ad urging recipients to register to vote can highlight deadlines and provide step-by-step instructions to make the process easy and urgent.
Channels and timing
In the U.K. both types of ads primarily use social media; email and direct mail also play significant roles. However, the placement and timing can differ. Persuasion ads tend to be more prominent early in the campaign to shape opinions, while conversion ads ramp up as polling day approaches to ensure supporters follow through with their actions.
The importance of both ad types in a campaign
Understanding and strategically using both persuasion and conversion ads is vital for any campaign aiming to win an election.
Each type of ad plays a unique role in the overall strategy, helping to guide potential supporters through the journey from initial awareness to active participation.
By effectively leveraging these advertising techniques, campaigns maximise their impact and increase their chances of success.
politicaladvertising.co.uk 