How Data Is Redefining Political TV Ads
From Advertising Age:
If 2013 was a harbinger of anything when it comes to political advertising, it's the year that data infiltrated TV ads on both sides of the aisle.
The data-centric approach used in targeting for digital ads is starting to take effect in TV buying, where the majority of political-campaign-ad budgets go. Rentrak, a firm that provides local and national TV data on 12 million households from its partners in cable, satellite and telecom, is a case in point. Last year, the firm worked with the Obama for America campaign, feeding information on TV audiences that were matched against voter-file data to develop ways to reach key voter targets through TV.
This year the company did even more political business, despite just a handful of gubernatorial, mayoral and down-ballot races in play, according to David Algranati, Rentrak's senior VP-TV product innovation. He said revenue from political clients has grown two to three times since last year, and considering that 2012 marked a nationwide effort for Obama's presidential run, the increase is significant.
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