Optimus taps FourthWall for political ad targeting

Michelle Clancy | 21-08-2013

Political analytics firm Optimus, which provides Republican data management organisation, is partnering with FourthWall Media, the largest independent source of cable set-top box (STB) viewing data, to improve targeting of voter segments in political advertising.

This viewership data can help identify various voter segments and target different political messages into the right homes for maximum efficiency and effectiveness. This kind of micro-targeting is becoming an intrinsic part of the election process and illustrates a growing trend by political operatives to use sophisticated data to identify and match voting segments with TV programming.

"If you look at campaigns and issue advocacy pushes, TV spend will generally represent 50-80% of budget, and yet the status quo is a surprising inability to ensure our TV creative is effective, and an inability to truly target our buys to segments in our vote file," said Brian Stobie, a partner at Optimus.

FourthWall Media, through its MassiveData division, maintains a panel of 4.7 million television viewers in more than 1.8 million homes.

"FourthWall data will allow us to talk to the different segments of voters we have always seen in our vote files, but unable to target effectively on TV," Stobie added. "It will allow us to deliver specific messages to specific segments in the most efficient buy-pattern possible. Put simply, this will help us move TV spend away from "spray and pray" generic messages, to targeted niche messages to niche segments in the voting electorate."

Patrick Peters, FourthWall Media general manager of programming, added: "The most sophisticated marketers in the country are political analytics firms. They are working to drive action and persuasion among very small targeted groups to win elections. Our viewer panel can provide any organisation with amazing insights into which groups of consumers are watching which programming, if they're viewing political ads and how they're reacting to those individual 30-second spots."

Political data firms identify the local hot-button issues and the different voter groups who find them important. Using FourthWall data, they can then find the specific programming that those voters who care are watching.

"It worked for the 2012 Obama re-election campaign. who were the first to utilise our panel, and it will work again for Optimus," said Peters.