In a new article by ClickZ published yesterday, Targeted Victory and Pulpo Media announced a new advertising program designed to increase communication and engagement among Hispanic voters. Hispanics are considered an important swing vote in the upcoming 2012 election and our new solution is designed to help Hispanics become more aware of GOP candidates and policies through online targeting and digital media.
Click here to read the article.
Alexandria, VA and Berkeley, CA, April 23, 2012 — Today, Targeted Victory and Pulpo Media announced a combined advertising solution to better target and engage U.S. Hispanic voters for GOP candidates in the 2012 elections.
Targeted Victory delivers online advertising and data integration management expertise for top GOP political candidates and causes—including Romney for President. Targeted Victory has partnered exclusively with Pulpo Media, the nation’s leading online Hispanic audience targeting company, to deliver smarter targeting and engagement of Hispanic voters.
“Pulpo Media’s leading online Hispanic reach and proprietary targeting capabilities, in conjunction with Targeted Victory’s deep data and electoral focus equips campaigns to ideally reach and personally connect with Latino voters.’” says David Frontera, Director of Government Initiatives for Pulpo Media.
As Hispanic voters continue to shape the face of American politics with more than half the U.S. population growth, the Latino community is considered to be the swing vote that is most crucial to win for major 2012 GOP races including Mitt Romney for President.
“The margin of victory in the 2012 election is going to be razor thin and we need to provide our clients with every strategic advantage possible. When we set out to put our plan together for this cycle finding a way to get our message in front of Hispanic voters online was right there at the top. ‘” says Michael Beach, Co-Founder of Targeted Victory
The changing media landscape is impacting how media is consumed, and Hispanics are no exception to this trend. Online Hispanics are known to be early technology adopters, heavy users of social media and influencers of offline Hispanics. The online space is particularly important to target and relevantly communicate with this highly-fragmented and diverse audience on a wide array of political interests and issues.
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: http://www.targetedvictory.com.
About Pulpo Media
Pulpo Media is a leading online Hispanic audience targeting company that offer advertisers online media as well as a proprietary technology platform, to efficiently and individually engage Hispanics across the web. Pulpo is ranked by comScore Media Metrix as the No. 2 Hispanic online media provider in the U.S., and rated by Quantcast as the No.1 online media provider in Spain and Latin America.
The executive team and investor backers behind Pulpo Media combined have a proven record of building successful online media companies such as: AOL, Apple, Doubleclick, Facebook, Google, IAC/Ask, Lowermybills, Shopzilla, Turn, and Yahoo. Headquartered in Berkeley, CA. with offices in Latin America and Spain, Pulpo Media is privately held. Learn more at http://www.Pulpomedia.com.
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Campaigns and Elections interviewed Targeted Victory co-founder Michael Beach about the increased importance of digital media and why campaigns are focusing on reaching out to voters through online targeting. As fewer people rely on traditional forms of media such as TV and print media, campaigns can use online targeting to communicate with unreachable voters and increase awareness about the candidate’s positions and key messages.
Take a look at the article here and tell us what you think.
Targeted Victory co-founder and current Digital Director for the Romney campaign Zac Moffatt and senior political analyst Ryan Meerstein are featured in a new article by the New York Times highlighting how political campaigns are adopting to audience viewing habits online. By using analytics and poll results, campaigns including Mitt Romney’s can create new advertisements that reach out to specific audiences and form new messages more likely to resonate with viewers.
Take a look at the new article and tell us what you think.
The Solution: SAY Media and Targeted Victory have partnered up to offer the ability to target voters who have a high likelihood of being amongst this group.
The answer is obviously no, but that is the question that we are asking ourselves every day as Election Day grows closer. No state plays a more pivotal role in choosing our presidents than Ohio and no state illustrates the challenges that we face in delivering our message as voters shift their media consumption. The average margin of victory for the presidential campaign since 2000 has been just under 3.50% and we are projecting that 38.00% of likely voters in Ohio are not going to be getting their messaging from live TV. That means that for every 1.00 voter that falls into the margin of victory there could be as many as 11.01 voters that turnout to vote that are not watching live TV.
In our latest video, Targeted Victory Co-Founder Michael Beach and SAYMedia’s Vice President of Client Solutions Matt Rosenberg discuss the thought process behind the development of “Off The Grid” ad targeting. “Off The Grid” targeting will enable us to target our client’s messages to folks who are no longer watching live television. For more background on this, take a look at the study we commissioned in September 2011.
Also, make sure to check out the “Off The Grid” press release and stay tuned for further updates.
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.
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.
Take a moment to check out the above video to see Targeted Victory founder Michael Beach and Lotame CEO and Founder Andy Monfried as they discuss the recently announced expansion of the Audience Targeting Platform (ATP). ATP is is a revolutionary new way to increase voter interest and engagement by utilizing multiple ad types in a targeted and efficient manner and it will be used for all of our clients in 2012.
Be sure to check out yesterday’s press release and be sure to check back in for updates.
ALEXANDRIA, March 12, 2012 – Leading political digital strategy firm Targeted Victory announced today that through its partnership with Lotame, the firm will expand its Audience Targeting Platform (ATP) for use across all Targeted Victory clients in 2012. ATP is a revolutionary new way for clients to increase voter interest and engagement by utilizing multiple ad types in a targeted and efficient manner.
Targeted Victory has collaborated with online audience data and ad targeting firm Lotame for over two years developing ATP, which utilizes Lotame’s intuitive data management platform, Crowd Control, to access and apply actionable audience data across all political campaigns. ATP digitizes traditional consumer data, allowing clients to access the high-level targeting of a traditional media campaign online. This translates into a more efficient, effective system for managing digital ad campaigns at scale.
“We’re building the best targeting system in politics,” said Targeted Victoy Co-founder Michael Beach. “And Lotame’s Crowd Control data management platform is bringing us to the next level. Because we can now use Crowd Control on our own, we’ve brought a lot more of our media buying in-house. We’ve expanded our team.”
Targeted Victory’s clients include Republican candidates and political organizations, whose campaigns will benefit from this enhanced ability to reach the right voters online. Lotame’s Crowd Control studies consumers’ habits online and correlates those actions with data from surveys and email, and additionally with offline information, such as voter registration data – all in an anonymous and privacy-safe manner.
“Conservative voters are spread out all over the place,” Beach said. “They’re hard to find using geographic targeting. That’s why Lotame’s data is so helpful.”
Targeted Victory’s clients include the presidential campaign of former Massachusetts Governor Mitt Romney, Senator Scott Brown of Massachusetts, Wisconsin Governor Scott Walker, and a host of other House and Senate races and organizations.
“Even the best campaign message is wasted if it falls on the wrong ears,” said Lotame CEO Andy Monfried. “We’re pleased to empower a partner as nimble and smart as Targeted Victory to help its candidates reach the voters and prospective voters they want to reach. We look forward to working together on the exciting campaigns of 2012.”
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 Lotame
Lotame empowers innovative publishers, agencies, and brands to unlock the full value of their audience data with its industry-leading data management platform, Crowd Control. Founded in 2006 with offices in New York, Maryland and Boston, Lotame activates first and third-party audience data while ensuring quality, enforcing security and protecting user privacy. To learn how our data-driven platform delivers superior results for leading publishers, agencies and brands, visit www.lotame.com.