WASHINGTON, D.C.- Having established its data management platform about five years ago, hyper local media and marketing specialist Advance Local is seeing huge demand for delivering political messages to specific audiences ranging from Staten Island, NY, to Oregon. These messages are delivered via the company’s portfolio of websites, newspapers, niche publications and mobile apps, according to Jeff Sutton, the company’s VP Audience Targeting, Programmatic & Data Strategies.
A sister entity to Condé Nast under the Advance Publications umbrella, Advance Local says it can target as granularly as a given voter model allows. For example, “African-American women who live in a specific precinct who have a specific voter turnout history and have a particular passion that’s relevant to the election campaign,” Sutton explained in an interview earlier this month at the Beet.TV summit on politics and advertising.
To such a profile Advance appends geo-location and consumer profile data, along with purchase intent, “to sculpt a very specific voter profile and target down to few hundred readers in a given geo location,” Sutton said. “There’s a huge demand this year.”
To measure results, “We do a fair bit of analysis with questionnaires that we serve looking to understand how the target audience is receiving the message and what they’re taking away from it,” along with sentiment and brand lift, Sutton said. “It’s still an imperfect art but it’s getting better by the day. We’ll ultimately find out on November the eighth whether our work this season has been useful.”
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