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."

for Rocket FuelErica Jacobs, 650-481-6178pr@rocketfuel.com

ROCKET FUEL INC. (NASDAQ:FUEL)
Historical Stock Chart
From Mar 2024 to Apr 2024 Click Here for more ROCKET FUEL INC. Charts.
ROCKET FUEL INC. (NASDAQ:FUEL)
Historical Stock Chart
From Apr 2023 to Apr 2024 Click Here for more ROCKET FUEL INC. Charts.