Political Use Case

Custom Universe: Using Data Creates Precision in a Complex Matrix of Targeting Issues

CHALLENGE

Apply targeting strategy across many groups.

DEMOGRAPHIC SKEWS

Issue driven campaigns demand targeting by varying demographics and critical program selection for finding the right audience.

LOCATION COORDINATION

Voting districts are uniquely shaped with campaigns often crossing DMA boundaries. Multi-cultural targeting is becoming increasingly important so delivering in geographic clusters is an imperative.

CRITICAL TIMING

Political campaigns are very reactive to current events and conditions. Speed is hugely important to pinpointing where to target and to getting ads on and off the air quickly.

Targeted TV Wins on Candidate, Funding Issues, Referendums, and Get Out the Vote Campaigns

RESULTS

Targeted TV puts commercials in front of the right audience

SOLUTION: DEMOGRAPHIC DATA

With the use of various audience targets including polling data, voter registration, digital signals, donor lists and other syndicated data, each Issue can feature a unique program schedule.

SOLUTION: GEO-TARGETING

Targeted TV yields audience reach solutions and geo-targeting that can accommodate the quirks of voting districts.

SOLUTION: AUTOMATION & EXPERIENCE

A sophisticated automated platform and suite of software products permits rapid fire turnaround on media plans. 20 years of experience yield agility in the marketplace.

APPLICATIONS USED

TangoGEO finds the audience. More Info
TangoRED sees what & when they watch. More Info
TangoBUY empowers buyers negotiation. More Info
TangoDASHBOARD uncovers opportunities. More Info

Go Beyond the Traditional Network or Spot TV with Targeting Data

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Opportunities to Find African American TV Viewers Varies by State

In the state of Ohio cable system coverage is extensive. Only high indexing systems were chosen.

The power of Targeted TV: 316 ZIPs covered by the cable systems that cumed to a 155 index (55% higher than the state average) for AAW 35+. With many highly concentrated areas reaching into the 500-900 index range.

Location Coordination is Crucial

TRADITIONAL DMAS CROSS STATE BOUNDARIES

In Spot TV, three DMAs would be needed to cover New Hampshire voters, resulting in tremendous waste.

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CAMPAIGNS OFTEN CROSS DMA BOUNDARIES

The important state of New Hampshire doesn’t have it’s own DMA, but individual zones can be used to target New Hampshire voters.