Political Campaigns Transform TV into Targeting Tool for Political Campaigns

By: Staff | Jan 20 2017
Further loss of privacy, autonomy with granular data targeting

Deep Root Audiences: A New Approach

Deep Root Analytics, a leading media analytics company that creates multi-sourced media data platforms for television audience targeting and ad monitoring, announced today that it has teamed up with D2 Media Sales to enable political & advocacy advertisers to target households using proprietary audience segments.

Deep Root Analytics has created 26 proprietary segments of voters based on partisan or issue affinity and has pre-matched these segments to D2’s advertising platform, providing addressable TV advertising to nearly 22 million DIRECTV and DISH satellite households.

“Today’s political and advocacy advertisers want the effectiveness and efficiency that comes with targeting very specific audiences with TV advertising,” noted Deep Root Analytics CEO Brent McGoldrick.  “At Deep Root Analytics, we are focused on ‘bringing big data to big media.’ So, we are thrilled to work with D2 Media Sales and access their best-in-class addressable TV platform to enable our clients to communicate with nearly 22 million DIRECTV & DISH customers.”

“We’re excited to bring addressable TV targeting capabilities to Deep Root Analytics clients,” said Mark Failla, Director of Political Ad Sales at D2 Media Sales. “Our targeting technology can serve campaign messages to the most data-qualified voter households, as defined by the advertiser, each time, instead of leaving it to chance.”

The proprietary segments created by Deep Root Analytics and made available for addressable advertising via D2 Media Sales include:

Reluctant Republicans                                                                 Disaffected Democrats
Swing Voters                                                                                  Senior Swing Voters
Young Swing Voters                                                                     Women Swing Voters
Blue Collar                                                                                     Hispanic Persuasion
Influentials                                                                                     GOP GOTV
GOP Primary                                                                                  2nd Amendment Voters
Jobs Voters                                                                                     Free Trade
Energy Voters                                                                                Anti-Terrorism
Immigration                                                                                   Social Conservatives
Libertarian Voters                                                                         Fiscal Conservatives
Education Voters                                                                           Health Care Voters
High Disposable Income                                                              Minimum Wage Ballot Initiative
Pro-Marijuana Ballot Initiative                                                    Anti-Marijuana Ballot Initiative

The segments created by Deep Root Analytics do not utilize customer data provided by DIRECTV & DISH.

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For more information visit http://bit.ly/2cMQGiR

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