Irvine, Calif. — June 17, 2008 — As the nation grapples over the final primaries and prepares for the presidential election in November, Specific Media, the largest independent advertising network, today launched a new specialized political targeting solution designed to offer an edge to campaign marketers. Specific Media already reaches more than 77 percent of American Internet users, according to comScore’s March 2008 report. With the ability to anonymously target consumers by party affiliation, segments and issues, Specific Media’s groundbreaking new offering enables political marketers to target up to 165 unique audience profiles.
According to recent industry surveys, more than half of all U.S. voters get political information from the Internet, most of them searching for terms related to issues such as “healthcare,” “economy” or “war in Iraq”. However, to date, campaign managers have largely targeted their ads based on candidates’ names, thus failing to connect with the most responsive – and undecided – segments of the political electorate.
Specific Media utilizes anonymous data from its industry-leading Data Network to identify and target very specific political audiences by a variety of indicators. These can include party affiliation, such as conservative, moderate, liberal or ethnic minority republicans, democrats and independents, as well as issues such as abortion, civil rights, education, environment, globalization, gun control, healthcare, immigration, Iraq war, budget and Medicare. Combined with its massive reach to nearly 80% of all online consumers, Specific Media gives political marketers an unprecedented opportunity to strategically connect and interact with targeted segments.
“With the high number of voter registrations and expected turnout during the current primary race season, this is a big year in American politics. It is also an important year in advertising, as political campaigns and advocacy groups are set to increase their online spending,” said Tim Vanderhook, CEO and co-founder of Specific Media. “To avoid wasting advertising dollars on untargeted consumers, Specific Media has developed a solution that hones in on specific affiliations and issues, offering political marketers the most targeted and scalable way to reach the voters with the messages that matter most.”
eMarketer estimates online advertising from political campaigns and advocacy groups will reach $50 million this year amid a busy schedule that includes presidential elections, 34 Senate and 435 House campaigns, 11 open governor seats and a wide range of local legislative positions.
Specific Media will be hosting a private event in Washington D.C. to discuss topics surrounding political targeting in July. The scheduled guest speaker is renowned campaign strategist and political consultant Matthew Dowd.
About Specific Media
Specific Media, the advertising industry’s largest independent online advertising network, enables advertisers to target consumers throughout North America and Western Europe based on demographics, behaviors, geographic locations and/or the contextual relevance of websites visited. Specific Media works with many of the Fortune 500 brands including seven of the top 10 companies. The company’s Premium Network reaches more than 225 million consumers globally each month. Since 1999, Specific Media has connected advertisers with target audiences across consumer branded publishers. Visit www.specificmedia.com