Public Affairs
Attitudinal Targeting Helps Public Affairs Advertisers 'Move the Needle'
Until now, the techniques available to target online advertising—demographics and purchase behavior—have been geared towards promoting products and services, not issue advocacy.
Resonate's revolutionary Attitudinal Targeting platform gives public affairs advertisers the power to define and reach web users based on how they think, what they believe and the degree to which they engage in a wide range of political, social and lifestyle issues, including:
- Healthcare/Pharmaceutical
- Climate Change/Global Warming
- Alternative/Renewable Energy
- Entitlement Reform
- Government Regulation
- Foreign Policy
- Financial Services
- Taxes
- Defense/Military
- Energy
- Food, Drug and Other Product Safety
A Difficult and Costly Audience to Reach
Advertising on the typical political, advocacy and influencer sites reaches only a limited portion of your entire target audience—those that are already engaged in an issue on either side. More importantly, advertising on these 'usual suspect' sites is extremely expensive.
The Resonate model is different. Resonate's targeting algorithms identify the best places online to find your desired target audience—whether that is a public policy site, or any other sites, such as news, cultural, entertainment, sports, or a myriad of others.
Why is Resonate Networks the Smart Choice for Public Affairs Advertisers?
- Leverage Resonate's Size to Save Time and Money
Resonate's relationships with hundreds of web publishers save time for many public affairs advertisers that don't have to negotiate deals with scores of individual web sites for multiple campaigns. Resonate offers premium inventory across these properties for a single cost per thousand (CPM) price to deliver the reach you want at a substantial savings. - Micro-Targeting Means Higher-Performance Campaigns
Resonate Networks delivers higher concentrations of your target audiences which, for response and action-oriented campaigns, lead to higher conversion rates and lower cost per action/advocate. - Message Segmentation
Your campaign's success depends on reaching different audiences with different messages. A supportive audience may receive a direct call to action, while "persuadables'" may receive an awareness-building message to win them over more gradually. Resonate can distinguish audiences within an issue by issue position. - Reduced Campaign Spillover
Because public affairs organizations may be involved in contentious battles over legislation, Resonate offers the ability to reach supporters online while limiting your message's exposure to audience segments that hold opposing or conflicting issue positions. - Richness of Reporting
Resonate's ad delivery platform provides a rich reporting portal, allowing advertisers to track campaign progress in real-time with a variety of views into the data. Whether you need overall campaign performance or performance by ad size, Resonate provides easy access to the information. - Rapid Response
Organizations in the public affairs arena have a unique need to rapidly launch and scale advertising campaigns with little notice, plus the ability to quickly review performance
reporting to tweak campaign messaging and maximize effectiveness. Resonate delivers both of these quick-response capabilities so that public affairs advertisers can ramp or adjust campaigns at a moment's notice.
Free White Papers
Examples of Attitudinal Targeting Segments:
- Supporters of making the Bush Tax Cuts permanent
- Issue Voters who support increasing the number of nuclear power plants in the United States
- Influentials who regularly read the Wall Street Journal and frequently watch CNN or Fox News, and oppose government taking on a more intrusive role in the healthcare system
- Those who generally support government regulation of business, but oppose increases to dividend taxes
- Mothers with children in the household under the age of 16 who support regulation of the food industry to reduce childhood obesity
- Supporters of energy price controls who also support a cap and trade system for carbon emissions.
- Influentials who oppose drug re-importation from foreign countries who are also likely donors
- Conservative Republicans who happen to support a cap and trade system for carbon emissions, and are News Aware Voters
- Influentials who regularly read the Washington Post, have voted in the past two elections, and oppose cuts to the defense budget