Political
Attitudinal Targeting Drives Results for Political Campaigns
Political campaigns demand the ultimate in precision targeting, rapid response, cost-effectiveness and influential messaging, especially for persuadable voters. Resonate delivers in a uniquely powerful way on all these counts.
For the first time, Resonate's Attitudinal Targeting gives political campaigns and media firms the power to precisely target and reach web users whose attitudes and issue positions make them most receptive to certain messages and calls-to-action.
How Does Resonate Boost Political Advertising Campaigns?
- Leverage Resonate's Size to Save Time and Money
Resonate has identified thousands of high-quality web publishers to work with, so political campaigns and agencies can avoid negotiating individual deals and managing relationships with numerous publishers. Resonate also offers a single CPM price for a campaign, which provides access to the best inventory while representing substantial savings versus purchasing directly from publishers. - Rich Attitudinal Data
Resonate targets campaigns based on layers of detail on a range of audience attitudes, including:- Issues and issue positions
- Engagement/influencer status
- Ideology
- Media consumption
- Religiosity
- Partisanship
- Vote history
- Micro-Targeting Means Higher-Performance Campaigns
Resonate Networks delivers higher concentrations of your target audiences which, for response- and action-oriented campaigns, results in greater exposure among the right segments and exceptional conversion rates. - Message Segmentation
Successful campaigns reach different audiences with different messages. Resonate distinguishes audiences within an issue by issue position so that "supportive'" audiences may receive a call to action, while "persuadables'" may receive an educational message. This ability to target persuadables can influence the outcome of a political campaign. - Rapid Response
Political campaigns must rapidly launch and scale advertising campaigns based on breaking news or other events. Immediate turnaround on performance reporting is paramount to understanding the impact of online fundraising and persuasion efforts. Resonate provides both of these capabilities so that online advertisers can ramp and adjust campaigns on the fly. - Reduced Campaign Spillover
Resonate offers the unique ability to reach supporters online while minimizing exposure to (and potentially activating) audience segments that support opposing or conflicting positions.
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Attitudinal Targeting Examples for Political Advertising Campaigns:
- If your platform emphasizes reductions in taxes on middle income Americans, Resonate can target those with household incomes between $50,000 and $100,000, who generally oppose increases in taxes or who specifically support making the Bush Tax Cuts permanent.
- If your campaign platform emphasizes judicious use of government regulation of business, Resonate can reach web users who favor limited government involvement, so campaigns can be targeted accordingly.
- For political fundraising campaigns, Resonate can target audience segments whose vote histories, issue positions, levels of engagement and past contributions indicate they are more likely to contribute.
- For a campaign in which the goal is to highlight an opponent's position on a certain issue—whether related to taxes, foreign policy or financial services—Resonate can target web users whose attitudes and issue positions indicate they will be receptive to your messages or those who are undecided on those issues.