Media Alert: Rocket Fuel Study Links Swing State Voters’ Political Leanings to Behaviors & Interests Not Available Using Vo...
August 11 2015 - 8:00AM
Business Wire
Rocket Fuel (NASDAQ:FUEL), a leading programmatic marketing
platform provider that uses artificial intelligence (AI) at Big
Data scale to optimize marketing ROI for global agencies and
enterprise marketers, today released the second in a three-part
study on swing state voters and their digital habits, titled
“Preparing for 2016 Part II: Looking at the Issues.”
Building upon part one of the study, which found voters were
behaviorally influenced by the timing and messaging of digital
political marketing, part two offers insight as to how
non-intuitive data can be used by political advertisers to help
target the right ads, at the right time, on the right platform to
voters in swing states.
Some key findings include:
- Supporters of the continued
legalization of abortion were more likely to enjoy country and folk
music and to prefer domestic automobiles
- Those who oppose legalized abortion
were more likely to be candy lovers and to be interested in
photography
- Those who support gay marriage were
more likely to love action movies and to go to a concert
“These findings suggest that reaching the desired audience with
the right political message is much more nuanced than simply
leveraging a voter file, targeting by party preference, or income
level,” noted JC Medici, Rocket Fuel’s Director of Politics and
Advocacy.
Data from Rocket Fuel’s programmatic marketing platform enables
a political advertiser who would traditionally target a
narrowly-defined set of voter behaviors and interests to expand
what they consider to be their target audience. For example,
political advertisers that previously depended on voter file and
zip code data to target like-minded voters could target using key
factors that predict political stance, allowing them to efficiently
reach their base in areas that are otherwise heavily populated with
opponents.
Methodology
2,832 registered voters in five swing states—Colorado, Florida,
Illinois, North Carolina, and Wisconsin—in which Rocket Fuel
delivered media prior to the 2014 midterm elections were surveyed
for the study. The study included a mix of 2,479 voters and 299
non-voters in the 2014 midterm elections. It queried these people
on voting frequency, voting method, media recall, political issues,
and political affiliations. The study also identified a subsegment
of 54 “lapsed voters,” which consisted of individuals who voted in
2008 or 2010, but not in the two most recent elections.
For each issue, respondents were asked about their stance (in
favor/not in favor/not sure) on a specific issue, and to rate the
importance of that issue to them on a five-point scale ranging from
“very important” to “not at all important.” These findings begin to
sketch a roadmap of each respondent’s beliefs free from the
constraints of party lines, and offer several powerful lessons for
political advertisers.
By matching a participant’s responses with their first- and
third-party data profiles, Rocket Fuel could identify behaviors and
interests that strongly correlate with particular political points
of view, and look at how that data might be used by political
advertisers to make more efficient advertising decisions.
For more information and to review the full report, please visit
http://info.rocketfuel.com/political-programmatic-marketing.
Rocket Fuel does not make any warranty, representation,
guarantee, express or implied, about the study. Any reliance on, or
use of, the study results and/or this press release is at your own
risk.
About Rocket Fuel
Rocket Fuel combines the science of Artificial Intelligence with
the scale of Big Data to improve the effectiveness of programmatic
marketing. Customers trust Rocket Fuel's Marketing That Learns™
technology to achieve brand and direct-response objectives in
diverse industries across North America, Latin America, Europe, and
APAC. With the acquisition of marketing technology firm [x+1] in
September of 2014, Rocket Fuel now offers a complete programmatic
marketing platform for the world's most innovative, always-on
marketers. The platform includes data management, programmatic
media-buying, site optimization, and predictive analytics
capabilities that extend across a marketer's paid and owned
channels, and personalize every customer interaction. Rocket Fuel
operates in more than 20 offices worldwide and trades on the NASDAQ
Global Select Market under the ticker symbol "FUEL."
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version on businesswire.com: http://www.businesswire.com/news/home/20150811005416/en/
for Rocket FuelErica Jacobs, 650-481-6178pr@rocketfuel.com
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