RESTON, VA (May 12, 2010) – Resonate, the Attitudinal Targeting™ company, today announced the first attitudinal ad targeting solution specifically designed to identify and recruit potential volunteers, activists, and donors online for political and advocacy campaigns. Resonate has applied its methodology to satisfy additional campaign goals which resulted in the development of two new targeting solutions. With today’s launch, the company now enables its clients to target and measure the success of their campaigns through three distinct targeting strategies: reach, clicks, or conversions into volunteers/activists.
Resonate’s new volunteer recruiting solution delivers the online creative campaign to the supporters who are most likely to take an active role on a campaign or issue by leveraging the company’s revolutionary Attitudinal Targeting methodology. This methodology delivers highly engaged audiences based on their attitudes, values and beliefs and uses Resonate’s proprietary index (QVI™) to measure an audience’s propensity to take action to support an issue, cause or platform. In other words, Resonate’s Attitudinal Targeting allows an advertiser to identify the people whose beliefs align with a specific issue or platform, and thus determine who is likely to be a passive or active supporter – thereby improving audience delivery, clicks and conversions.
“Political campaigns are won and lost with active supporters,” said Bryan Gernert, CEO, Resonate. “This solution puts boots on the ground for political and advocacy campaigns by helping them identify the people who are most likely to roll up their sleeves and get involved in the effort. The unique benefit of attitudinal targeting is its ability to look beyond the basic demographic data and into the motivations that drive potential supporters, so a campaign can reach and recruit the active volunteers, donors, and activists needed to win.” Gernert continued, ”We know every dollar counts and we want to offer our clients solutions that successfully deliver on their strategic and budget goals.”
Resonate’s patent-pending targeting and continuous research methodology enables advertisers to reach audiences based on their attitudes, values and beliefs, by selecting from more than a thousand attributes including political and advocacy characteristics like ideology, issue positions, voting history, party affiliation, engagement and media consumption as well as more traditional demographic characteristics. This allows advertisers to connect with some of the hardest to reach audiences, like persuadables or independents, in a way traditional targeting methods simply can’t.
The algorithms then analyze more than 70 qualitative measures to determine the best places to deliver a message, optimizing the best chances of driving traffic and engaging the target audience.
Resonate’s Attitudinal Targeting transcends traditional online political and advocacy recruiting methods by:
- Reaching the Right Audience
Resonate’s precision targeting enables advertisers to reach their campaign’s intended targets with audience-specific messaging which results in higher-quality supporters who are more likely to take subsequent actions. In addition Resonate’s methodology, can reach over 86 percent of the U.S. adult online population with better precision than other online targeting solutions.
- Recruiting “Persuadables” and Supporters
In addition to knowing where to reach the highest concentration of supporters, Resonate’s technology has the unique ability to find high concentrations of people who are undecided on certain issues and specifically avoid opponents of an issue. As a result, advertisers can build discrete campaigns to recruit likely supporters as well as educate, influence and recruit persuadables.
- Achieving Better Results
When the right message reaches the intended audience, ROI increases exponentially because the audience is more likely to engage, search for additional information, share your message with friends and family, and take offline action.
- Delivering More For Your Money
Online targeting is most effective when an advertiser reaches more of their desired audience with fewer impressions. Attitudinal targeting has been proven to be more than 4 times more effective than any combination of demographic targeting. This enables the advertiser to reach/recruit more supporters with the same budget.
About Resonate
Resonate is an online ad technology company offering advertisers an entirely new approach to targeted audience delivery – Attitudinal Targeting™ – based on attitudes, values and beliefs. Resonate’s proprietary methodology and patent-pending Quality Visitation IndicesTM (QVITM) enable advertisers to define rich audience profiles from a combination of more than one thousand attitudinal and traditional attributes. As a result, advertisers are able to reach and engage the right audience at a deeper, more enduring level than traditional online targeting. For more information please visit www.resonatenetworks.com.
