0ptimus, a Republican data management organization, will use cable set-top box viewing data from FourthWall Media to identify various voter segments and TO target political messages in the hopes that it generates outreach campaigns that are more effective than campaigns that lean on traditional "spray and pray" TV distribution methods.
The deal gives 0ptimus access to data from FourthWall’s MassiveData division, which maintains a panel of 4.7 million TV viewers in more than 1.8 million homes.
“If you look at campaigns and issue advocacy pushes, TV spend will generally represent 50-80% of budget, and yet the status quo is a surprising inability to ensure our TV creative is effective, and an inability to truly target our buys to segments in our vote file,” said Brian Stobie, partner at 0ptimus, in a statement. “FourthWall data will allow us to talk to the different segments of voters we have always seen in our vote files, but unable to target effectively on TV. It will allow us to deliver specific messages to specific segments in the most efficient buy-pattern possible. Put simply, this will help us move TV spend away from ‘spray and pray’ generic messages, to targeted niche messages to niche segments in the voting electorate.”
Our viewer panel can provide any organization amazing insights into which groups of consumers are watching which programming, if they’re viewing political ads and how they’re reacting to those individual 30 second spots,” added FourthWall GM of programming Patrick Peters, noting that the 2012 Obama re-election campaign was the first from the political sphere that used FourthWall’s panel data.
FourthWall’s partners include the Comcast Media Center, Time Warner Cable, Charter Communications, Bright House Networks, Rovi, Dish Network, and a batch of smaller operators.
