This document discusses the 2012 US presidential election and the Obama campaign's mobile advertising strategy to engage Latino voters. It notes that the Latino population and Latino voters are growing significantly. The Obama campaign partnered with Adsmovil to target mobile ads at Latino voters in key swing states in order to promote the candidate's message, voter registration, and early voting. The objective was to engage Latino voters aged 18+ in strong Hispanic media markets across battleground states.

1. Case Study 2012 USA
Presidential Elections
ENGAGING MOBILE
CONSUMERS ACROSS THE
AMERICAS
www.adsmovil.com :: Jorge A. Rincon ‐ COO jrincon@adsmovil.net @adsmovil @jorgerincon

2. Overview of Latinos in USA
MIPTV 2013
Hispanics by the numbers
2.5% Percentage increase in the Hispanic population
between 2010 and 2011.
27 years Median age of the Hispanic population in
2012. This compared with 36.9 years for the
population as a whole.
The number of Latino voters has been growing for a
number of election cycles, and it's going to continue
to grow moving forward

3. Mobile Latinos
MIPTV 2013
Hispanics Consumers OUTPACE non‐Hispanics with the
adoption of Smartphones
49% of US Latinos own a Smartphone
The share of Latino adults owning a cellphone increased
from 76% in 2009 to 86% in 2012.
Three in four Hispanic internet users
Says Nielsen, “mobile presents a
say they access the internet on a cellphone, tablet or
significant avenue of opportunity for
other mobile handheld device
marketers looking to reach Hispanic
consumers”
A mobile advertising strategy to reach out to Hispanic
voters was a must have during the 2012 presidential
campaign.

4. The changing face of America
MIPTV 2013
Time magazine cover
Time Magazine made headlines for the bold claim
made by the magazine's cover story of March 5,
2012.
The cover, titled "Yo Decido. Why Latinos Will Pick
The Next President," featured images of multiple
Latino voters, like an omen of what it’ll come in
November 2012.

5. Mobile Campaign
MIPTV 2013
The Obama Campaign
Outreach and the message to the Latino community
was vital for the 2012 Presidential Campaign
The Obama Campaign reaches out to us to carry out
the mobile campaign on key battleground states
Key battleground states or swing states is a state in
which no single candidate or party has overwhelming
support in securing that state's electoral college
votes.

6. Mobile Campaign
MIPTV 2013
The Obama Campaign
Objective : Engage voters, promote the candidate’s
message to the Hispanic community and promote voter
registration and early voting on specific strong Hispanic
DMAs.
Targeted Audience: Hispanic Voters 18+
Strategy: Leverage Adsmovil’s Mobile Advertising
Network to reach the Hispanic electoral voters in
battleground states

7. Jorge A. Rincon
COO
jrincon@adsmovil.net
www.adsmovil.com
@adsmovil
@jorgerincon