Audience Partners Teams Up with Deep Root Analytics to Harmonize Voter Targeting Across Screens

Partnership with Deep Root Analytics Brings 17 Political Audiences Online

Feb 08, 2016, 15:30 ET from Deep Root Analytics

WASHINGTON, Feb. 8, 2016 /PRNewswire/ -- Audience Partners, a leading voter targeting and political data company, today announced that it is partnering with Deep Root Analytics, a predictive media analytics company, to empower campaigns to more effectively and efficiently reach the same voter audiences across advertising platforms. The partnership will allow political and public affairs advertisers to help solve continued media fragmentation challenges between TV and online advertising and seamlessly deliver the right message to the right voters regardless of medium, including mobile and tablet devices.

Under the agreement, 17 Deep Root Audiences have been integrated with Audience Partners' National Online Voter File® dataset and media platform using their patented process. The Deep Root Audiences are based upon a strategic set of demographic, multi-sourced media consumption data, and consumer behavior variables pre-modeled by Deep Root Analytics and onboarded by Audience Partners for online activation. 

Brent McGoldrick, CEO of Deep Root Analytics, observed, "With this partnership, political advertisers in 2016 will have the necessary tools to break down the advertising silos that inhibit cross-screen campaigns.  That means they can strategically target the same audiences in true cross-channel fashion by syncing voters' TV and digital activity to deliver a holistic campaign."

First deployed in the 2014 midterm elections, these audiences are based upon extensive modeling and have proven return on investment for TV advertising in several statewide and down-ballot campaigns, far beyond broad demo ratings used for traditional TV advertising. The list of audiences includes:

  1. Get Out The Vote (GOP)
  2. Primary Voters (GOP)
  3. Swing Voters
  4. Young Swing Voters (Under 40)
  5. Senior Swing Voters (Over 65)
  6. Hispanic Persuasion
  7. Women Persuasion
  8. Blue Collar Men
  9. Jobs Voters
  10. Education Voters
  11. Energy Voters
  12. Health Care Voters
  13. Foreign Policy Hawks
  14. Libertarian Voters
  15. Social Conservatives
  16. High Disposable Income
  17. Influentials

"We spend a lot of time testing and learning about which combination of voter data and targeting strategies yields the best results in cross-channel campaigns, and Deep Root Analytics has powerful analytical models tested in-market," said Alex Gochtovtt, Audience Partners' Chief Analytics Officer.  "The Deep Root Audiences also simplify the cross-channel targeting process while maintaining precision based on the data blending of rich datasets."

"These audiences, in addition to our National Online Voter File, demonstrate our continued focus on differentiated data assets that simplify targeting of the electorate while maintaining effectiveness.  We are thrilled to be working with Deep Root Analytics," said Jordan Lieberman, President of Audience Partners' political and public affairs division, CampaignGrid.

About Audience Partners 
Audience Partners is a four screen, audience curation company that operates an addressable advertising platform that uses data science, programmatic ad buying and unique first party data to target individuals with cross device advertising on computers, mobile phones, tablets, and addressable televisions.  Its technology serves political consultants, media, television companies, and online publishers and our tools are used to facilitate free political speech.  Voter-targeted digital advertising products and services are protected by U.S. Patent Nos. 9,092,805, 8,763,033, and other U.S. and foreign patents pending. As a member of IAB, Audience Partners is committed to privacy compliance and being an open platform that transparently allows campaigns, advocacy groups, and government agencies to reach the electorate accurately while respecting privacy. Audience Partners' clients consist of Presidential candidates, Senators, Governors, advocacy groups, U.S. government agencies and a growing number of the nation's largest hospitals and health insurers. Founded in 2008, the firm was named to the Inc. 5,000 fastest growing companies in America in 2015. The company has offices in Pennsylvania, Washington D.C., San Francisco and Toronto.  Learn more at: www.audiencepartners.com.

About Deep Root Analytics 
Deep Root Analytics is a predictive media analytics firm that offers a data management platform (DMP) for TV advertisers.  We provide the analytics to increase efficiency, effectiveness and accountability for media buying decisions.   Using our multi-sourced platform of observed media consumption data, Deep Root informs the bookends of your advertising. This means two things: first, we'll maximize the efficiency of your TV strategy on your target audiences before buys are placed. And second, we will measure the impact of your campaign against your target audiences mid-campaign, as well as the buys of allies and competitors

Using proprietary methodology, Deep Root Analytics matches first-party target data to a blended set of large-linked, multi-sourced datasets and makes available a suite of media analytics dashboards and tools for television audience targeting and ad monitoring, including custom ratings, optimized media buys, ad occurrence evaluation, media mix modeling, and unduplicated reach analysis. For more information, follow @DeepRootX and visit deeprootanalytics.com.

 

SOURCE Deep Root Analytics



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