A fresh new offering could help political advertisers target swing-state voters based on TV triggers and drive engagement with candidates via digital, mobile, and social channels.
That’s due to the fact that 4C, a data science and media technology company is partnering with Kantar Media, a global leader in media intelligence, to launch a first-ever cross-screen media solution for targeted political advertising in the U.S.
“By merging detailed ad metadata from Kantar Media with its TV Synced Ads product, 4C will enable political advertisers to synchronize ads across TV, digital, and mobile devices with contextual triggers,” according to 4C’s Insights website.
A concrete example: a political campaign would have an option to synchronize digital and mobile ads when their own TV spots air, or they can run counter ads when those for competing candidates appear. The 4C solution can even trigger a specific campaign ad when any candidate mentions a key issue such as climate change or healthcare reform.
“Kantar Media’s CMAG data helps our clients quickly understand both the entire competitive airscape and the specific strategies of individual advertisers, both friendly and unfriendly, so they can respond to it all,” said Elizabeth Wilner, senior vice president for political advertising at Kantar Media. “We are thrilled to be partnering with 4C to launch this innovative solution enabling political advertisers to target and message more robustly to their key voters.”
The appetite for responsive advertising in a supercharged political landscape is obvious. Kantar Media estimates that $4.4 billion will be spent on political TV advertising during the 2016 election cycle.
4C’s partnership with Kantar Media helps political marketers take advantage of the 87 percent of consumers who use other devices while watching TV and move voters to action by surrounding them with targeted messages.
“The strategic partnership between Kantar Media and 4C provides an innovative way for candidates, parties and issue-based campaigns to leverage TV to drive multi-screen engagement with voters,” said Lance Neuhauser, CEO at 4C. “Furthermore, it adds another dimension for political advertisers to swing votes from competitors via second-screen conquest.”