The Trade Desk, in collaboration with Factual provide customers with full access to Factual’s suite of custom geo-contextual targeting solutions on The Trade Desk’s omnichannel buying platform. Today, Jed Dederick RVP of Business Development at The Trade Desk sits down with Christopher Yatrakis, Head of Mobile Business Development at Factual to dive into our collaboration and explore how The Trade Desk and Factual are contributing to the 2016 Presidential Election.
Jed Dederick: How are we seeing mobile replacing the newspapers? What impact is this having on political targeting?
Christopher Yatrakis: I recall reading that by 2020 each person worldwide will have approximately four connected devices. This tidal wave of devices impacts the ‘constant connectivity’ we live with today. Historically, we have looked to local newspapers for localized content, but today it is now more easily consumed on one of our many devices.
Given the current landscape, it is no surprise to see how mobile is playing a crucial role in the 2016 election season. Mobile is a great and efficient tool for disseminating multiple ad campaigns with a localized message. Factual Desk helps clients leverage the power of mobile location targeting by enabling them to build custom polygons (i.e. city bus routes or grape fields in California’s Central Valley) or target irregularly shaped voting districts to ensure they can precisely target and reach their constituents with the relevant message.
Concurrent to the rise of mobile, we have also seen a dramatic increase in programmatic media. The rise of the Media Exchange and Bidder systems has brought economies of scale to a market that had previously remained closed and opaque. The 2016 election cycle is the first time in American History that such precise targeting has ever been made available at such great scale.
J: Why should campaign managers using The Trade Desk tap into Factual’s hyperlocal capabilities? How does this help candidates with their messaging?
C: Voters care about what impacts their day-to-day lives. Those issues can vary state-to-state, county-to-county and district-to-district. Therefore, campaign managers want to ensure they are engaging voters on the most timely and relevant topics. The alliance between Factual and The Trade Desk can help national or local organizations use hyperlocal targeting in the following ways:
- Event Targeting - Campaigns want to drive event attendance for their candidate. They can use Factual to draw a radius, 15 miles for instance, around an upcoming event location to send a last minute reminder. Factual’s robust Global Places data includes over 90 million points of interest globally, including locations like city hall, parks, monuments and local businesses. We can help campaigns create a geofence around your event location and send a real-time message to local constituents within the defined geofence.
- Registrar of Voters & Get Out the Vote (GOTV) efforts - In addition to campaigns, nonpartisan groups focused on increasing voter turnout and proper notification of the public can also leverage Factual’s targeting solutions. They can message constituents about the importance of voting, send reminders about voter registration deadlines, which vary by state, and notify voters of their closest polling location. Organizations can also use an existing prospect or voter registration list to target on mobile.
- Issue-based Targeting - Advocacy groups and PACs can utilize hyperlocal targeting this campaign season. The ability to create irregularly shaped custom targeting, down to the district level, is extremely helpful for these group because they may want to speak to a certain audience to rally their support. However, we know it’s equally important these organizations have the ability to create hold out groups to ensure their message doesn’t reach a certain population that would be motivated to vote against their issue.
J: Any stories from the trail that you can share?
C: Candidates have used our joint solution for a variety of unique techniques and strategies. From mobilizing voters to attend rallies and urging them show up to the voting booths on election day to targeting attendees of the opposition’s events, The Trade Desk and Factual work together to elevate any candidate’s platform.
For instance, since political events are often frequent and highly attended events, we can give campaigns the ability to look back in time and create a Tailored Location Segment of users that attended the opponent’s campaign rallies. Campaign managers can target event attendees in real-time to help combat the opposition’s attacks and bolster support for their candidate.
Campaign managers target, manage reach and frequency of specific messaging in hotly contested areas, such as Congressional Voter Districts and Congressional/Senate buildings, to ensure their candidate is top of mind. Additionally, through Factual’s irregular shape targeting, campaign managers on The Trade Desk platform can identify a specific shape or zone, like a bus route or zoning maps (i.e. low air quality or high crime zones) and target people who are physically located in these areas. This is ideal if you are targeting transit commuters about an issue that will affect them, like a fare increase.
Previously, this could have been done with print messaging on the side or in the bus, but today, mobile permits increased reach and frequency of messaging to constituents in a fashion they have now grown accustomed to using, reading their device while commuting. We have already mentioned how mobile is replacing print, this is simply one more example of that shift. However, the dynamic ability to adjust messaging provides organizations with the flexibility to create real-time messaging or change messaging in-flight, unlike print.
Again, these are just a few of the many techniques that are possible. Factual and The Trade Desk are teamed up to help political campaign managers precisely and accurately target voters this election season.
Learn more about Factual’s solution Political Targeting with Geopulse®.
For more information about Programmatic Buying in Politics, download The Trade Desk’s 2016 Election Handbook.