ALEXANDRIA, March 20, 2012 – Targeted Victory today announced a new advertising solution that allows campaigns to reach a growing audience of consumers who are not watching live television ads due to changing media consumption habits. Developed by digital publishing company, SAY Media, “Off The Grid” targeting capability will enable campaigns to reach their audience and improve the efficiency of their media plans by identifying individuals on SAY’s networks who have stopped regularly watching live television.
In September 2011, Targeted Victory partnered with SAY Media, Chong & Koster and pollsters Neil Newhouse of Public Opinion Strategies and Thomas Eldon of SEA Polling and Strategic Direct to conduct research designed to understand how electoral and advocacy campaigns can effectively reach voters in the upcoming election. The study found that 31% of all likely voters hadn’t watched any live television in the week prior, and further that in the key battleground state of Ohio, this figure was nearly 40%.
The study showed that while one-third of the voting population is putting itself out of the reach of televised political advertisements, the average voter still consumes over 18 hours of video content every week. However, only about half of that programming comes through live broadcast. Almost 40% of all voters have a DVR in their home, and roughly 60% of DVR users reported that they always skip ads when watching shows on a DVR and 88% skip ads at least three-quarters of the time.
“There is a fundamental shift away from modes and platforms that require the watching of interruptive ads,” said Matt Rosenberg, Vice President of Solutions at SAY Media. “Advertisers have known for some time that they are leaving a vast swath of their audience out of their communications reach. We have taken our learning from two deep studies into this behavior and created an efficient path for advertisers to re-engage with that missing third of their consumers.”
SAY Media’s custom “Off The Grid” target was developed by surveying thousands of people on its network to find markers of live television avoidance, creating a unique profile of this audience’s Web behavior and identifying others in the network whose specific behaviors mirror that profile.
“2012 may be the first election in which someone loses because they didn’t devote enough attention to reaching all of their constituents through all media channels. In electoral politics, you have one chance to lose; in product marketing, you can leave money on the table every day,” said Michael Beach, Founding Partner of Targeted Victory.
About Targeted Victory
Targeted Victory (TV) is a leader in online advertising, mobile communications, social networking, and integrated data management for political candidates and causes. Along with our technology services, we provide comprehensive web design and development services and strategic campaign management. Targeted Victory offers services in four core areas: mobile communication, online advertising, new media planning and integrated data management. We provide all of our clients with a custom strategy to best achieve their organizations goals, incorporating a combination of these core services and others that fit your needs. For more information, please visit: www.targetedvictory.com.
About SAY Media
SAY Media is a digital publishing company that turns strong, culturally relevant voices into premium digital media experiences. Through its technology platform and media services, SAY enables its portfolio of independent content creators to build passionate communities around key consumer interest areas such as Style, Living, Food and Tech. The company provides simple and accountable ways for the world’s top brands to engage with these passionate audiences, at scale, with a reach of more than 500 million people around the world. SAY Media is headquartered in San Francisco, with offices across North America, in the UK and Australia. For more information visit www.saymedia.com.