Why Targeting Smart

Political Case Study

Stand Out, Be Found, Drive Results with Targeting Smart

Boost your brand awareness and reach your precisely targeted audience with our massive voter database and cutting edge digital ad delivery technology.

Cutting Through the Noise: How Digital Marketing Wins Elections

Precision Targeting Reaches Voters Who Can Make a Difference.

Forget megaphones and mass mailers. Today's elections are won by reaching the right voters with the right message at the right time. In our digital age, political campaigns are wielding the power of technology to connect with constituents, raise funds, and ultimately, secure victory. This shift unlocks incredible potential for reach, targeted messaging, and fostering deeper voter connections. Targeting Smart's digital tools connect you with voters who matter most, turning them into passionate supporters.

Targeting & Outreach Strategies

Over the years, Targeting Smart has been involved in over 185 political campaigns across the United States... Most carry a similar theme; How to reach likely target voters that would matter most to their political campaigns; "where are the votes."

In the case cited below, Targeting Smart worked with client(s) to better identify with the office they were seeking and the competition. Ultimately putting together a strategic plan to reach those voters and within the allowed ad budget. This included:

1. Deep Dive into Voter Data:

  • Massive Database: Targeting Smart boasts an extensive voter database, exceeding 200+ million voter records with hundreds of user selectable attributes per individual. This goes beyond basic demographics, including information like:
  • Demographics: Age, location, income, education, etc.
  • Psychographics: Interests, values, lifestyle, political views, etc.
  • Consumer Behavior: Voting history, online activity, etc.
  • Precise Targeting: This rich data allows for hyper-targeted campaigns, reaching voters based on specific criteria that align with the candidate's platform and campaign goals. This minimizes wasted resources on reaching irrelevant voters.

2. Multi-Channel Approach:

  • Beyond Social Media: Targeting Smart goes beyond relying solely on social media platforms like Facebook or Google Ads. We utilize a variety of channels, including:
  • Programmatic Display: Reaching voters across a vast network of websites and apps.
  • Connected TV (CTV): Targeting specific households with ads on streaming services.
  • Pre-roll Video: A pre-roll ad is a video advertisement that automatically plays directly before a featured video on both mobile and desktop. These ads are commonly 15, 30, or 60 seconds long.
    Pre-roll advertising is extremely practical. Running an ad before the user’s desired content means the audience is likely still engaged, interested, and willing to sit through a brief ad to get to the content they want to see. Since they’re waiting for something specific, there’s a higher chance they’ll watch your ad for at least for a few seconds, if not in its entirety.
  • Mobile Advertising: Reaching voters on their smartphones with our cutting edge "anywhere, anytime" technology.
  • Internet Radio: Delivering targeted audio ads to specific listener segments.


This multi-channel approach ensures the campaign message reaches voters wherever they consume content.

By combining a massive voter database, multi-channel reach, data-driven optimization, and transparent targeting practices, Targeting Smart empowers political campaigns to achieve data-driven victories.

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3. Data-Driven Optimization:

Real-Time Analytics: Targeting Smart provides clients with access to a secure dashboard that tracks campaign performance in real-time. This allows for data-driven decision-making and continuous optimization.

  • A/B Testing: They utilize A/B testing to compare different ad variations and targeting strategies, ensuring the most effective approach is used.
  • Human Expertise: While they leverage technology, Targeting Smart also emphasizes the importance of human expertise. Their team of campaign veterans analyzes data and provides strategic guidance to clients.

4. Transparency and Control:

No Black Box: Unlike algorithm-based platforms, Targeting Smart provides transparency into their targeting methods. Clients have control over who sees their ads and can make informed decisions based on the data.

Direct Access to Data: Clients have access to the voter database and can query specific audiences, analyze crosstabs, and view data visualizations.

IMPORTANT:
A word about smart digital-driven voter targeting

Precision in digital advertising requires a delicate balance. While our vast database empowers you with deep consumer and voter insights, over-targeting can limit your reach.

Our experts work closely with you to find the sweet spot – maximizing your reach while ensuring your message resonates with the most receptive audience; something social media providers (for example Google Ads, LinkedIn, and others) can't perform with their automated tools.

Deep Dive Analysis

Deep Dive Analysis

Deep Dive Analysis

Selectable Attributes

The following are selectable data attributes to refine your targeting goals.

INDIVIDUAL
- Registration Status
(Active vs. Inactive)
- First Name
- Middle Name
- Last Name
- Name Suffix
- Birthdate
- Official Reg Date
- Calculated Reg Date
- Age
- Ethnic Description
- Broad Ethnic Groupings
- State Voter ID
- County Voter ID
- Party Identification
- Gender
- Military Status (Active)
- Marital Status
- Veteran
- Gun Owner
- Concealed Weapons Permit
- Occupation Industry
- Occupation
- Business Owner
- Median Education Years
- Absentee Types
- Net Worth
- Absentee
- Likely Religion
- Hispanic Country of Origin

DONOR INFO

- FEC Total Donations Amount
- FEC Total Donations Range
- FEC Last Donation Date
- FEC Donors Avg Donation
- FEC Avg Donation Range
- FEC Donors Primary Recipient
- Religious Contributor
- Political Contributor
- Donates Environment Causes
- Donates To Charity
- Donates to Animal Welfare
- Donates to Arts and Culture
- Donates to Childrens Causes
- Donates to - Healthcare
- Donates to International Aid
- Donates to Wildlife Orgs
- Donates to Conservatives
- Donates to Liberals
- Donates to Local Community
- Donates to Veterans Causes
HOBBIES
- Interest in Automotive
- Interest in Military History
- Interest in Religion
- Interest in Science Space
- Interest in Education Online
- Interest in Electronic Gaming
- Interest in Theater
- Interest in the Arts
- Interest in Musical Instruments
- Interest in Home Repair
- Interest in Auto Work
- Interest in Sewing Knitting
- Interest in Woodworking
- Interest in Tennis
- Interest in Golf
- Interest in Photography
- Interest in Aviation
- Interest in House Plants
- Interest in Crafts
- Interest in Gardening
- Interest in Photography Video
- Interest in Smoking
- Interest in Home Furnishings
- Interest in Home Improvement
- Interest in Food/Wines
- Interest in Cooking General
- Interest in Cooking Gourmet
- Interest in Foods Natural
- Interest in Board Games
- Interest in Gaming Casino
- Interest in Lottery
- Interest in Travel Domestic
- Interest in Travel International
- Interest in Travel Cruise
- Interest in Exercise Health
- Interest in Running/Jogging
- Interest in Exercise Walking
- Interest in Exercise Aerobic
- Interest in Auto Racing
- Interest in Spectator Sports
- Interest in Football
- Interest in Baseball
- Interest in Basketball
- Interest in Hockey
- Interest in Soccer
- Interest in Snow Skiing
- Interest in Motorcycling
- Interest in NASCAR
- Interest in Boating/Sailing
- Interest in Scuba Diving
- Interest in Sports Leisure
- Interest in Hunting
- Interest in Fishing
- Interest in Shooting
CONSUMER
- Upscale Buyer
- Upscale Male Buyer
- Upscale Female Buyer
- Estimated Home Value
- Home Purchase Date
- Home Purchase Price
- Land Value
- Home Owner/Renter
- Property Type
- Dwelling Type
- Likely Union Member
- Home Office
- Neighborhood Lifestyle
- Income Education
- Investor
- Horse Owner
- Cat Owner
- Dog Owner
- Other Pet Owner

CREDIT CARD & SCORES
- Amex Gold or Platinum Card
- Credit Range
- Credit Score
- Discover CC
- Discover Gold or Premium CC
- Gold or Premium Gas CC
- Household # Lines of Credit
- # of Generations in Household
- Mastercard Gold or Premium CC
- Newly Issued CCs
- Other Credit Card
- Presence of Bankcard
- Presence of CCs
- Presence of Gas / Dept. Store CC
- Presence of Gold / Platinum CC
- Presence of Premium CC
- Presence of Upscale Retail CC
- Travel Entertainment CC
- Visa Gold or Premium CC
- Visa Regular CC

MODELED BEHAVIOR
- Political Leanings
- Issue Preferences
- Read Mail
- On Social Media
- Rideshare Users
- TV Viewer or Cord Cutter
HOUSEHOLD INFO
- Buyer of Antiques
- Buyer of Art
- General Collector
- Stamps Collector
- Coins Collector
- Arts Collector
- Antiques Collector
- Avid Collector
- Sports Collector
- Military Collector
- Interest in Current Affairs
- Interest in Politics
- General Reading
- Religious Reading
- Science Fiction Reading
- Magazines Reading
- Audio Book Reading
- Book Buyer
- Family Magazine
- Female Oriented Magazine
- Religious Magazine
- Gardening Magazine
- Culinary Interest Magazine
- Health Fitness Magazine
- Do It Yourself Magazine
- Financial Magazine

VOTER HISTORY
- Complex Elections Returns
- Primary Ballot Returns
- Early Voting
- General Elections
- Primary Elections
- Local Elections
- Special Elections
- Vote Frequency
BOUNDRIES
- NEW Congressional Districts
- OLD Congressional Districts
- NEW State Senate Districts
- OLD State Senate Districts
- NEW State House Districts
- OLD State House Districts
- Counties
- FIPS
- Precinct/Voting Districts
- Cities
- City Council Districts
- Commissioner District
- Hamlet/Community Areas
- Towns
- Unified School Districts
- Public Utility Districts
- School Districts
- Judicial Districts
- Cable Zones (NCC)
- Nielsen DMA Zones

CONTACT INFO
- Landline Telephone Number
- Telephone Cell Flag
- Telephone Confidence Code
- Emails (additional cost)
- Mailing Address
- Mailing Extra Address
- Mailing City
- Mailing State
- Mailing Zip Code
- Mailing ZipPlus4

Selectable Database Field Attributes

GEOGRAPHY
Street
State
County
City
Postal Code

MARITAL STATUS, AGE AND LIFESTAGE
Gender
Marital Status
Year of Birth
Full Date of Birth
Age (banded)
Partner’s Year of Birth
Partner’s Full Date of Birth
Individual’s Lifestage–Age Driven
Household Level Lifestage–Age Driven
Individual’s Lifestage–Family Status Driven
Household Lifestage–Family Status Driven
Young Adult Still Living at Home
Number of Young Adults Still Living at Home

PRESENCE OF CHILDREN
Parent Status
Dependent Children in Household
Number of Children at Home (0-21 Years)
Number of Children in the Household Aged 00-10
Number of Children in the Household Aged 00-16
Number of Children in the Household Aged 11-16
Number of Children in the Household Aged 17-21
Child at Home 0-4 Years Old
Child at Home 5-7 Years Old
Child at Home 8-10 Years Old
Child at Home 11-16 Years Old
Child at Home 17-21 Years Old
Age of Eldest Child
Age of Eldest Child in Household
Age of Youngest Child
Age of Youngest Child in Household
Children’s Year of Birth

HOUSEHOLD COMPOSITION
Head of Household Indicator
Household Size–Number of Adults in Household
Total Household Size (Adults and Children)
Summary Household Composition
Detailed Household Composition

HOME AND PROPERTY
Home Ownership Status
How Many Times Homebuyer (1st, 2nd, 3rd+ Home)
Year Moved to Address
Length of Residence (Banded)
Month Moved into Current Home
Year Current Household Moved Into the Address
Household Length of Residence (Banded)
Type of Property
Number of Bedrooms
Date Home Built

OCCUPATION AND EMPLOYMENT MEASURES
Individual’s Occupation
Partner’s Occupation
Individual’s Employment Status
Partner’s Employment Status
Self Employed
Partner is Self Employed
Run Business From Home (You)
Run Business From Home (Partner)
Individual or Partner is Professional/Manager
Individual or Partner is Educational/Medical
Individual or Partner is Office/Clerical/Shopworker
Individual or Partner is Craftsman/Tradesman
Individual or Partner is Manual/factory worker
Individual or Partner is Self Employed
Individual or Partner is Housewife
Individual or Partner is Retired
Individual or Partner is Student
Number of Students in Household

INCOME AND AFFLUENCE MEASURES
Combined Annual Household Income
Equivalised Income
Equivalised Household Income Indexed to US Average
Net Household Income Per Week (Banded)
Net Household Income Per Week Indexed to US Average
Discretionary Household Income Per Week (Banded)
Dual Income No Kids Yet
Affluence Ranking
Household Affluence Ranking
Lifestage by Affluence
Household Level Lifestage by Affluence
Household Socio Economic Classification
Individual Has an Earning Occupation
Partner has an Earning Occupation
Incomes Across Individual and Partner
Number of earners in the household
Proportion of Adults Earning
Number of Unemployed in the Household
Proportion Adults Unemployed
Number of Non-Earning Adults in Household
Household Employment Status (Based on Household’s Primary Couple)
Pensioner Status (Based on Household’s Primary Couple)

LIFESTYLE–REGULAR LEISURE INTERESTS
Bet on Horse Racing
Book Reading
Charities/Voluntary Work
Crossword Puzzles
Current Affairs
Cycling
Do-It-Yourself
Eating Out
Fashion Clothing
Fine Art/Antiques
Football
Foreign Travel
Further Education
Gardening
Going to the Gym
Going to the Pub
Golf
Gourmet Cooking
Fine Foods & Wines
Grandchildren
Health Foods
Hiking/Walking
Household Pets
Jogging/Physical Exercise
Listening to Music
National Trust
Personal Computing
Prize Draws & Competitions
Religious Activities
Snow Skiing
Theatre, Cultural/Arts Events
Vitamins/Food Supplements
Wildlife/Environmental Concerns
Non Smoking Household
Cultural Pursuits Interest level
Entertainment Interest level
Animal/Nature Awareness level
Outdoor Pursuits level

TRAVEL
Take European Holidays
Take USA Holidays–Ranked Likelihood
Take Rest of the World Holidays–Ranked Likelihood
Foreign Travel as a regular hobby
Snow Skiing as a regular hobby

NEWSPAPER READERSHIP
Quality Newspaper Readers
Mid-Market Newspaper Readers
Popular Newspaper Readers
Financial Times

TECHNOLOGY
Have a PC in the Household
Have Internet Access at Home
Have Internet Broadband
Personal Computing as a Regular Interest
Games Console
Digital Camera
Mobile/Music Streaming Device
Have Flat Screen TV
Have HD TV
Pay to View TV Subscription
Cable TV
Satellite TV
Mobile Phone
Mobile Contract Payment Type (Contract/Pre-Pay)
Household Technology Ranking
Consumer Electronics Audience Segmentation
(Spend on Technology and Motivation to Buy)
Telecoms Audience Segmentation
(Spend on Communication Services and Devices and
Motivation to Buy)

AUTOMOTIVE
Motorist
Bought a Car Under 3 Years Old
SMMT Car Classification
Age of Car
Bought Car New/Used
Number of Cars in Household
Car Fuel Type (Petrol/Diesel)
Annual Mileage

INSURANCE RENEWAL
Car Insurance Expiry Month
Buildings Insurance Expiry Month
Contents Insurance Expiry Month
Changed Home Insurance Provider in Last 3 Years
Level of Motor no Claims Discount

FINANCE AND INSURANCE
Have a Mortgage
Individual/Partner has Personal Loan–Ranked Likelihood
Personal Loan
Individual/Partner is Credit Card Holder
Household Credit Card Ownership
Number of Credit Cards
Have Visa/Master Card
Have American Express Card
Have a Store/Shop Card
Have a Debit Card
Private Pension–Ranked Likelihood
Private Pension
Regular Savings Plan–Ranked Likelihood
Regular Savings Plan
Child Savings Plan–Ranked Likelihood
Child Savings Plan
Unit Trusts/High Interest Investments
Own Stocks/Shares
Have an ISA
Investment Activity Ranking
Household Level Investment Activity Ranking
Life Assurance–Ranked Likelihood
Life Insurance
Private Medical Insurance–Ranked Likelihood
Private Medical Insurance
Accident Insurance–Ranked Likelihood
Accident Insurance
Funeral Plan–Ranked Likelihood
Funeral Plan
Insurance Activity Ranking
Household Level Insurance Activity Ranking
Will

CHARITY INTERESTS AND ACTIVITY
Charities/Voluntary Work
Charity Donor Ranking
Household level Charity Donor Ranking
Donate to Environmental/Animal/Wildlife Causes– Ranked Likelihood
Donate to Animal Pet Welfare
Donate to Environmental Causes
Donate to Wildlife Care
Donate to Global Causes–Ranked Likelihood
Donate to Disaster Relief
Donate to Third World
Donate to Other Causes
Donate to Local Causes
Donate to Children’s Welfare
Donate to Help the Elderly
Donate to Medical Research
Donate to Disabled/Handicapped
Donate to Cancer Research
Donate to Help the Homeless

METHOD OF DONATION
Contribute to Charity in the Street/at the Door
Contribute to Charity by Post–Ranked Likelihood
Contribute to Charity by Post
Contribute by–Direct Debit
Contribute by–Internet

ENVIRONMENT
Environment Friendly Product Levels
Recycled Product Levels
Green Status–Ranked Percentile

CHANNEL BEHAVIOUR
Probability to Buy Groceries Online–Often
Probability to Buy Groceries Online–Sometimes
Probability to Buy Groceries Online–Never
Probability to Buy Insurance–Online
Probability to Buy Insurance–in shop
Probability to Buy Insurance–by phone
Probability to use Internet for–Email
Probability to use Internet for–Google
Probability to use Internet for–eBay
Probability to use Internet for–Weather News
Probability to use Internet for–Price Comparison
Probability to use Internet for–Social Networking
Probability to use Internet for–Messaging
Probability to use Internet for–Gambling/Betting
Probability to use Internet for–Games Playing
Probability to use Internet for–Paying Bills
Probability to Research Tech Prod–Online
Probability to Research Tech Prod–in shop
Probability to Research Tech Prod–from Catalogue
Probability to Buy Technical Prod–Online
Probability to Buy Technical Prod–in Shop
Probability to Buy Technical Prod–via Catalogue
Probability to Use Mobile Phone for–Internet
Probability to Have Freeview TV
Probability to Have Satellite TV
Probability to Have Cable TV
Probability to Read News Online–Often
Probability to Read News Online–Never
Probability to Read News Online–Sometimes
Probability to Book Holiday via–Internet
Probability to Book Holiday via–Agent
Online Purchase Frequency
Online Behaviour Segments

MAIL ORDER
Shopping by Catalogue Interest
Mail Order Frequency

GROCERY SHOPPING
Main Shopping Weekly Grocery Spend

CHANNEL PREDICTOR
Preference to Receive Marketing Communications via Email
Preference to Receive Marketing Communications via Direct Mail
Preference to Receive Marketing Communications via Telephone
Preference to Receive Marketing Communications via Text
Preference to Receive Marketing Communications via Social Networking
Channel Preference Mix Segments