Voters Are Not Just Demographics. The Next Phase Of The Persuasion Battle Will Be Online. Are You Ready?
March 14, 2012 by Michael Beach
Online advertising has always held the promise of advanced targeting and measurability. It is old news now that political organizations can significantly reduce waste by targeting specific geographies (congressional districts, etc.) and age groups (18+, etc.) to lower the amount of media that is viewed by those that cannot cast a ballot for you either because they do not live in the district or are not old enough to vote.
This is a problem that Republicans face more than Democrats due to how our voters are spread out more geographically. Our Online Advertising and Analytics teams took a look at the state of Florida to see what percentage of registered Republicans lived in base precincts (60%+ GOP) versus Democrats that live in base precincts (60%+ D). The study consisted of 11+ million voters living in 6,700+ precincts.
1,176 precincts (17.52%) of all precincts fall into either the base R or base D category, but the list is dominated by base D with 1,012 (86.05% of total). That means that for every 1 base precinct that Republicans can mobilize there are 6.17 for Democrats.
10.33% of registered voters in Florida live in one of these precincts. Another way to look at this is from the angle of what % of total registration for both parties lives in a base precinct. 20.86% of registered Democrats in Florida live in a base D precinct versus the 4.74% of registered Republicans that live in base R precincts.
It is our belief at Targeted Victory that the next frontier for online advertising is as a persuasion medium and in order to be effective in that area we need to have targeting that extends far beyond these basic attributes. This is why we are proud to announce that Lotame’s Crowd Control will be the back end that powers our Audience Targeting Platform (ATP).