Ballot propositions matter to voters
While much of the news is focused on the presidential race, on November 8 there will be 165 propositions on the ballot that could impact over 205 million Americans in 35 states.1
When it comes to learning more about their state’s referenda in the final days of the Election, voters are increasingly turning online. That’s why we have launched features in Google Search to help voters learn who and what propositions are on their ballot. And people are searching.
Seventy-five percent of all searches on ballot propositions happen the month before Election Day.2 One out of five voters continue to research their on their phones as they enter the voting booth.3
Digital tools continue to have an impact on voter awareness around ballot measures and new research confirms it.
New research from comScore, in conjunction with Google and the digital campaigns of statewide ballot initiatives, shows how voters exposed to digital advertising react differently to those who were not shown the same content. For voters who saw the display and video advertising, awareness of the ballot proposition increased by 27 percentage points. Furthermore, intent to vote increase by 14 points.4
“For voters who saw the display and video advertising, awareness of the ballot proposition increased by 27 percentage points.”
With just one week to go, reaching voters effectively has never been more important. Digital tools offer campaigns a huge opportunity to educate voters and effectively increase awareness and intent to vote. Learn more about how campaigns are reaching voters online through digital advertising here or see Google’s GOTV toolkit here.
Want to make sure your users know what propositions are on their ballot? We have a new, embeddable ballot information and polling place lookup tool for organizations of any shape and size. All you need to do is copy and paste and you’re ready to go! More information here.
1 Ballotpedia
2 Google Internal Data
3 Google Consumer Surveys
4 ComScore Ad Effectiveness Suite
