Political Campaigns Transform TV into Targeting Tool for Political Campaigns
By: Staff | Jan 20 2017
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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