In 2012, DSPolitical played a pivotal role in helping Democrats to protect their Senate majority. In races across the country, DSPolitical’s voter targeted digital advertising services helped Democrats stave off challenges to several vulnerable open and incumbent seats and to win Indiana’s hotly contested open Republican seat thus powering the expansion of the Democratic majority when few thought such an outcome possible.
- Joe Donnelly of Indiana: No one expected Republicans to lose in Indiana. If all you know about the race is Richard Mourdock’s career ending abortion comments, you only know part of the story behind Donnelly’s win. Conscious of the fact that Mitt Romney was likely to trounce President Obama in the Hoosier state — he went on to win by more than 10 points — DSPolitical worked with Donnelly’s team to target low-turnout Democrats and several specific precincts they would need to boost turn out in to secure victory. In the closing days of the campaign, DSPolitical would go on to serve more than 2.1 million banner ad impressions targeting these voters and on Election Day, Donnelly would go on to defy expectations and beat Mourdock by 5 points.
- Heidi Heitkamp of North Dakota: Until she won on Election Day, few inside the beltway knew the name Heidi Heitkamp. But if you were a voter in North Dakota targeted by DSPolitical with digital and mobile ads, you knew the name well. Working with members of Heitkamp’s team, DSPolitical targeted young voters encouraging them to cast their ballots early and low-turnout Democrats urging them to show up for Heitkamp at the polls. From September 27 to Election Day, DSPolitical hit these targeted voters with pre-role video ads and served more than 4.1 million banner and mobile ad impressions. When all the votes were counted, Mitt Romney beat President Obama by 20 points and Heitkamp surprised the political universe pulling off a victory over her Republican opponent of less than one point.
- Chris Murphy of Connecticut: In 2012, Congressman Chris Murphy faced a self-financing businesswoman with deep pockets and high name recognition in WWE’s Linda McMahon. Making matters worse, large swaths of his state fall in the New York City media market. In order to secure victory, Murphy and his team knew they needed to win women without breaking the bank buying time in NYC. Working with DSPolitical, Murphy’s team was able to target the precise women he needed to win with pre-roll video and mobile ads. On Election Day, Murphy’s voter targeted digital and mobile ad campaign paid off. Even though McMahon spent more than $50 million of her professional wrestling fortune on the race, Murphy won by a dozen points overall and by an even larger margin among women according to reports.
- Tammy Baldwin of Wisconsin: How does a liberal, lesbian Congresswoman from Madison, Wisconsin defeat the extremely popular and longest serving Governor in state history? By targeting precisely the voters needed to win, that’s how. On its face the race should have been former Gov. Tommy Thompson’s to lose but an expensive primary left him bruised and without the funds needed to immediately mount a general election campaign. Taking advantage of the situation, DSPolitical worked with an independent expenditure committee targeting soft Republicans and Independents who might have been turned off by the divisive Republican primary. In the end, Tammy Baldwin would become America’s first only LGBT U.S. Senator in no small part because Republicans just weren’t excited about Thompson — he received nearly 30,000 fewer votes than even Mitt Romney in the Badger State. The independent expenditure’s effort to influence these important voters had paid off.
- Sen. Bob Menendez of New Jersey: In 2012, Sen. Menendez’s team was looking to run up the score and ward off any attempts by Republicans to make his race competitive. It proved to be a wise decision as conservative media and Tea Party activists attempted a last minute smear campaign that received wide coverage despite its dubious claims. Thankfully, DSPolitical and Menendez’s team had already been working for months to reach targeted Hispanic voters with positive pre-roll video ads designed to boost turnout in the 2012 election to levels seen in 2008. On Election Day, Menendez beat his Republican opponent by nearly 20 points despite the right’s effort to influence the race with a high profile, phony, tabloid scandal.