SUBSCRIBE to Capitol Fax      Advertise Here      Mobile Version     Exclusive Subscriber Content     Updated Posts    Contact
CapitolFax.com
To subscribe to Capitol Fax, click here.
Another new way to find and target voters

Wednesday, Aug 20, 2014

* The wave of the future

DirecTV and Dish are using digital technology to match voter registration information with subscriber homes, and are now offering political campaigns the ability to send targeted ads to select households. For example, politically conservative satellite customers might see a TV commercial for a Republican candidate, while their liberal neighbor gets an ad for a Democrat. […]

DirecTV and Dish this year formed a partnership called D2 Media Sales to sell targeted spots to candidates and ballot measure organizers. The partnership represents the nation’s “largest household addressable TV advertising platform,” the companies said, with more than 20 million homes.

Working with a handful of consulting firms, the two satellite giants now have access to databases containing voter information on 190 million people. That trove of data enables them to create a new sales pitch: transmit ads into the homes of partisan voters, frequent voters and swing voters, in specific states.

D2 Media Sales struck a partnership in June with the Arlington, Va., political firm i360, which focuses on targeting Republican and conservative voters. Then, last week, D2 entered into a similar arrangement with Clarity Campaign Labs and TargetSmart Communications, left-leaning data firms that help campaigns mine Democratic National Committee voter databases. […]

“Instead of hitting everybody, including the people who won’t vote, or won’t vote the way we’d like them to, we focus the ads and the dollars on just the voters that candidates want to persuade,” Palmer said. […]

The DirecTV and Dish initiative is offering its service on statewide levels, but in future years could offer politicians more segmented regions, such as individual counties or congressional districts.

They need to narrow those regions down a lot more, but this could be a game-changer, particularly if cable finds a way to do it as well.

- Posted by Rich Miller        


28 Comments
  1. - Nearly Normal - Wednesday, Aug 20, 14 @ 3:46 pm:

    Big Brother IS watching and he wants your vote!


  2. - Tom B. - Wednesday, Aug 20, 14 @ 3:50 pm:

    Wow, targeting people down to the household. You mean just like direct mail.

    :)

    This isn’t actually quite that big a deal. Digital banners and pre-roll already can do this now and were doing it in 2012. It’s important, but it’s achievable already.


  3. - The Captain - Wednesday, Aug 20, 14 @ 3:53 pm:

    Wow freaking WOW.


  4. - Carl Nyberg - Wednesday, Aug 20, 14 @ 3:58 pm:

    People will be able to get out of jury duty and political ads by not registering to vote?


  5. - The Captain - Wednesday, Aug 20, 14 @ 3:59 pm:

    Even with advances in technology your segmenting will still be limited by available man hours and production costs, but the efficiency is about to go way up.

    Think about it this way, even if you had no voter profile info to draw from if this improvement allows you to be able to just split the St. Louis media market and only buy the part in Illinois things start getting a lot cheaper. Same for the Quad Cities and the Paducah market. Now add in what you can do with message segmenting and TV buying gets a lot better.


  6. - Anonymous - Wednesday, Aug 20, 14 @ 4:02 pm:

    First impression: wow

    Second: rauner is already targeting me via (amusing) direct mail.

    Third: 90% of our household viewing, at least til the bears come along, is recorded, so targeting me by satellite is still a waste. I am a high information voter, so to speak. Rauners schtick doesnt stick.


  7. - dupage dan - Wednesday, Aug 20, 14 @ 4:04 pm:

    I have one of those little thingies that can be used to change the channel on my TV. I haven’t the remotest desire to watch commercials in general, let alone political campaign commercials. The only place I may watch them is at capfax and I do so strictly for comic relief.


  8. - Anonymous - Wednesday, Aug 20, 14 @ 4:08 pm:

    how`s this going to work,i vote gop,the spouse votes dem we just cancel each others vote can`t wait to get both sides


  9. - West Side the Best Side - Wednesday, Aug 20, 14 @ 4:11 pm:

    I’ll sign up for a satellite or cable company that promises no political ads - and throw in no hamsters with hoodies car ad too.


  10. - Retired - Wednesday, Aug 20, 14 @ 4:11 pm:

    That’s why I rarely watch anything in real time. I record programming and zoom through anything that is other than the program.


  11. - Norseman - Wednesday, Aug 20, 14 @ 4:12 pm:

    This iteration seems good for primaries and securing your base. Campaigns are additive and at some point the message needs to go beyond that base. This could really be a powerful tool if there were a way to identify leaning independents.


  12. - Anonymous - Wednesday, Aug 20, 14 @ 4:13 pm:

    Anon 402p = langhorne


  13. - wordslinger - Wednesday, Aug 20, 14 @ 4:22 pm:

    A couple of competing technologies at work here, as brought up by commenters.

    Improved technology to target voters for commercials vs. Improved technology to avoid commercials altogether.

    That last one has been really shaking up the industry, as advertisers keep pushing for more sophisticated measures.


  14. - Cheryl44 - Wednesday, Aug 20, 14 @ 4:25 pm:

    I have not seen a political ad (except for here) since I got a Roku and a Hulu Plus subscription.


  15. - Yellow Dog Democrat - Wednesday, Aug 20, 14 @ 4:42 pm:

    Eight years too late.


  16. - Jeff Trigg - Wednesday, Aug 20, 14 @ 4:58 pm:

    Wouldn’t D ads sent to Ds and R ads sent to Rs just be preaching to the choir? And what about the rising rate of independent voters and the decreasing rate of self-identified Ds and Rs? I don’t think this will be a big deal. The more the Ds and Rs bombard us with their ridiculous partisan policies and attack ads the fewer people who stay tuned in.


  17. - Wumpus - Wednesday, Aug 20, 14 @ 4:59 pm:

    Maybe rauner doesn’t care, but some of the tv shows he advertises on are aweful. Maybe he is doing outreach, bbut he advertises on any and everything.


  18. - Jimmy - Wednesday, Aug 20, 14 @ 5:14 pm:

    They need this on Netflix and Hulu as well.


  19. - Then again... - Wednesday, Aug 20, 14 @ 5:36 pm:

    If this catches on, TV will start to make a whole lot more sense for State House and Senate races in the Chicago market. If cable figures it out like Rich said, TV could rival mail…


  20. - Amalia - Wednesday, Aug 20, 14 @ 5:39 pm:

    there goes the argument with the candidate who just wants to be on a little cable station!


  21. - DuPage Bard - Wednesday, Aug 20, 14 @ 6:05 pm:

    The big key is do any of them have a model that will get people off the couch and vote?


  22. - Oswego Willy - Wednesday, Aug 20, 14 @ 7:21 pm:

    ===This could really be a powerful tool if there were a way to identify leaning independents.===

    Yes.

    Might be good for Primaries, and focusing your tailored messages.

    Sometimes being too myopic isn’t the best way to build more voters.


  23. - Jibba - Wednesday, Aug 20, 14 @ 9:24 pm:

    Now if only we could find a way to tell them that we have already made up our minds, and therefore we don’t need to see ANY ads!


  24. - Judgment Day - Wednesday, Aug 20, 14 @ 10:19 pm:

    Probably not going to work anywhere near as well as the hype. The big boys (Google, Apple, MS, Samsung, Amazon, etc.) are already trying to make this same approach work on a far larger, and far more reliable basis.

    And accomplishing that means tying IP addresses to site addresses, and that’s where digital mapping comes in, and it’s anything but easy.

    They are spending big time dollars (serious money) to accomplish this, with the end goal of being able to push advertising of all types down to the household level.

    They’ve already found something out. Speed matters in doing this. You can’t effectively push customized ads to specific locations/tv’s without using an IP address. An ‘account number’ doesn’t work tied to address/location just isn’t fast enough, and theres’ way, way too many holes.

    Comcast has already tried that (tying account number to address) - won’t admit it, but it falls under the category of ‘epic FAIL!”.

    But to really accomplish this, you’ve got to have a really good set of ‘internet pipes’ going to individual locations, and accomplishing everything through IP addresses. That’s also why IPV6 is so important. What we have in place today won’t accomplish it.

    We’ve got the tech, we’ve got the data farms, this is where “Big Data’ and ‘Big Data’ software come into play - and a large problem is our ISP’s and network providers (Verizon, Comcast, AT&T, etc.) are way behind the curve in terms of performance, and overly expensive.

    My .02

    Once the pol’s figure out where the bottlenecks exist, then these folks are likely in trouble.


  25. - Goonhammer - Thursday, Aug 21, 14 @ 4:13 am:

    Xfinity is doing this already, Rich! And they can target specific County areas too. Its super interesting, here’s the link: http://www.comcastspotlight.com/markets/chicago/6620/political


  26. - Downstate - Thursday, Aug 21, 14 @ 6:42 am:

    I met the man that does the data collection and interpretation for Cox media in this same vein

    Interesting point. cox has data on more than 1.5 million users while neilsen ratings only survey some 18k households.

    The viewing habits of Americans are vastly different than what the small Nielsen sampling shows per my friend.
    For example, late night shows like Fallon and letterman really aren’t watched that much.

    And the most popular show in america per cox is absolutely horrifying.


  27. - Siriusly - Thursday, Aug 21, 14 @ 8:29 am:

    Fascinating, but one factor that segmenting does not account for is the socialization of messages. You and your neighbors may have different voting records and different profiles. So when you ask your neighbor about what she thinks about the latest Quinn mailer attacking Rauner for neglecting people in nursing homes - neighbor will have no idea what you’re talking about.

    Segmenting is helpful, but mass communication still is necessary.


  28. - zatoichi - Thursday, Aug 21, 14 @ 9:00 am:

    May be a nice tech idea, but is nothing more than a commercial about as desired as robocalls which get hung up/ignored immediately.


TrackBack URI

Sorry, comments for this post are now closed.


* SUBSCRIBERS ONLY - Proft responds to HRO
* Quinn, Rauner head downstate
* SUBSCRIBERS ONLY - HRO responds to Proft
* Emptying out my in-box
* Vast Majority of Illinois Voters Support Renewable Energy, Energy Efficiency
* Inducement or just a party?
* Question of the day
* UPDATE: $580 MILLION EXELON RATE HIKE?? Do They Really Need a Bailout After Making Nearly $1 BILLION In The Last 90 Days?
* Very late Rauner oppo
* *** UPDATED x2 *** And speaking of abortion...
* GOP defends Rauner on "employer-provided birth control"
* SUBSCRIBERS ONLY - Friday morning fundraising report
* It's not anything new, but that doesn't make it Kosher
* Polling averages, models, projections, etc.
* Today's number: $3.5 million
* Rauner makes "Top 10" robocall list
* SUBSCRIBERS ONLY - Cable TV buy report and a spending update
* SUBSCRIBERS ONLY - Today's edition of Capitol Fax (use all CAPS in password)
* Yesterday's blog posts

Support CapitolFax.com
Visit our advertisers...

...............

...............

...............

...............

...............


Search This Blog...

Search the 98th General Assembly By Bill Number
(example: HB0001)

Search the 98th General Assembly By Keyword

          
        * Minuum iOS update picks up new languages, advanced settings (Giveaway)
        * A final word from Taylor Martin
        * Battleheart Legacy signals Mika Mobile’s return to Android
        * AT&T and Verizon Boost Monthly Wireless Data in Ongoing Competition
        * Smash Champs lets you become a legendary trainer
        * Poynt pad tries to be all-in-one payment system for business
        * Truedialer app helps you manage contacts and calls

        * Come Out, Come Out: The Tim Cook Moment Is Here
        * Smigin Lets You Build and Learn Useful Phrases In Different Languages
        * This is your chance to ask Mark Zuckerberg anything
        * This Video Explains Four Psychological Terms You May Be Misusing
        * See How Much Candy You or Your Kids Should Eat with This Calculator
        * Late to the party, Amazon finally publishes its diversity numbers
        * 5 top social media campaigns of 2014

        * White Sox opt to decline Paulino's '15 option
        * White Sox have flexibility to pursue multiple upgrades
        * White Sox offseason plan roundup: Third base
        * Minnie Miñoso belongs in the Hall of Fame
        * Development of young core in '15 can define Chicago's future
        * Abreu leads White Sox GIBBY hopefuls with five noms
        * Allen, Wills among new faces on Hall's Golden Era ballot


        Main Menu
        Home
        Illinois
        YouTube
        Pundit rankings
        Obama
        Subscriber Content
        Durbin
        Burris
        Blagojevich Trial
        Advertising
        Updated Posts
        Polls

        Archives
        October 2014
        September 2014
        August 2014
        July 2014
        June 2014
        May 2014
        April 2014
        March 2014
        February 2014
        January 2014
        December 2013
        November 2013
        October 2013
        September 2013
        August 2013
        July 2013
        June 2013
        May 2013
        April 2013
        March 2013
        February 2013
        January 2013
        December 2012
        November 2012
        October 2012
        September 2012
        August 2012
        July 2012
        June 2012
        May 2012
        April 2012
        March 2012
        February 2012
        January 2012
        December 2011
        November 2011
        October 2011
        September 2011
        August 2011
        July 2011
        June 2011
        May 2011
        April 2011
        March 2011
        February 2011
        January 2011
        December 2010
        November 2010
        October 2010
        September 2010
        August 2010
        July 2010
        June 2010
        May 2010
        April 2010
        March 2010
        February 2010
        January 2010
        December 2009
        November 2009
        October 2009
        September 2009
        August 2009
        July 2009
        June 2009
        May 2009
        April 2009
        March 2009
        February 2009
        January 2009
        December 2008
        November 2008
        October 2008
        September 2008
        August 2008
        July 2008
        June 2008
        May 2008
        April 2008
        March 2008
        February 2008
        January 2008
        December 2007
        November 2007
        October 2007
        September 2007
        August 2007
        July 2007
        June 2007
        May 2007
        April 2007
        March 2007
        February 2007
        January 2007
        December 2006
        November 2006
        October 2006
        September 2006
        August 2006
        July 2006
        June 2006
        May 2006
        April 2006
        March 2006
        February 2006
        January 2006
        December 2005
        April 2005
        March 2005
        February 2005
        January 2005
        December 2004
        November 2004
        October 2004

        Blog*Spot Archives
        November 2005
        October 2005
        September 2005
        August 2005
        July 2005
        June 2005
        May 2005

        Syndication

        RSS Feed 2.0
        Comments RSS 2.0
        WordPress

        Loading


        * How to Get a Government Job in Gov. Pat Quinn's.....
        * Edgar to campaign with Rauner; rally Monday in .....
        * After murder suspect is caught, a sigh of relief..
        * Illinois governor's race still a close call..


        * Wallenda ready for windy Chicago tightrope walks
        * Woman charged with defrauding Illinois couple
        * Quinn, Rauner talk jobs, early voting Friday
        * Judge won't close hearing in Islamic State case
        * Cook County Jail guard faces theft charge
        * Sun-Times owner sells suburban papers to Tribune
        * Chicagoan sentenced for robbing, beating 78-yr-old
        * Sun-Times owner sells suburban papers to Tribune
        * Former Northwestern researcher settles fraud suit
        * Off-duty Chicago police officer beaten, robbed

        * Former Gov. Edgar to campaign with Rauner
        * Attorney general seeks clarifications from Topinka’s former nonprofit
        * Inmate freed from Jacksonville prison in landmark Illinois case
        * Cross opposes income tax hike extension
        * Gay marriage, abortion issues take back seat in governor’s race
        * Madigan’s office seeks clarifications from former Topinka nonprofit
        * Cross says no to income tax hike extension, sales tax on services
        * Gay marriage, abortion issues take backseat in governor’s race
        * Illinois inmate freed in landmark capital punishment case
        * Rauner says women will decide governor's race

        * SEC examines Caterpillar's accounting for Bucyrus
        * Cubs hire Maddon as manager, fire Renteria
        * A stormy Lake Michigan swamps Lake Shore Drive – and sinks Chicago's mood
        * A stormy Lake Michigan swamps Lake Shore Drive — and sinks Chicago's mood
        * Chicago Marathon champion fails doping test, agent says


        * Garcia: I'm a serious mayoral candidate, not just a protest vote
        * A higher standard of criminal justice
        * Ex-Northwestern doctor to pay $475K to settle fraud claims
        * Sad day  when  Catholic  schools  close
        * Chicago bead merchant Ronnie Klein, whose Loop business drew stars, dead at 65
        * Chicago bead merchant Ronnie Klein, whose Loop business drew stars, dead at 65
        * Durbin, Oberweis square off for final time
        * State’s attorney investigating alderman’s prize offer to voters
        * Face it: Animator has found a great way to pass time on his commute
        * Refund those unfair yellow-light tickets


        * Cops release photos in robbery and attack of police sergeant
        * Cops warn of armed robberies at South Side businesses
        * Mom, 3 kids killed in crash heading to Halloween parade
        * Doctor in indecency case can open door to trick-or-treaters
        * Widow of officer killed in crash speaks out for first time
        * Snow showers, temperatures in 30s for Halloween night
        * Lake County charges 21 under RICO statute
        * Rough waves on lake closes floating haunted house at Navy Pier
        * Defendant held on $500K bail after Maywood court judge attacked
        * Cook County Sheriff: Man missing near south suburban forest preserve


        * Scary Story: St. Michael And Mr. Pyles By H.W. Devlin
        * Dodging DUIs: Secretary of State Candidates Faceoff
        * Cook County posting indigent burials in 'virtual cemetery'
        * Whom do you trust when it comes to nutrition advice?
        * Zombie barge sinking in storm at Navy Pier
        * The digital afterlife
        * Making Buildings Healthier From The Inside Out
        * Scary Story: Planes By Ted Morrissey
        * Listen to State Week - October 31, 2014
        * "Monster Mash" Celebrates Halloween With Classical Music


        * Former Gov. Edgar to campaign with Rauner
        * Esther Cepeda: Elizabeth Pena: Trailblazer on the big screen
        * Andy Shaw: Voter turnout instrumental to reform
        * Ty Fahner: What if the Court rejects pension reform?
        * Attorney general seeks clarifications from Topinka’s former nonprofit
        * Quote of the Day: Friday, Oct. 31
        * Inmate freed from Jacksonville prison in landmark Illinois case
        * Cross opposes income tax hike extension
        * Gay marriage, abortion issues take back seat in governor’s race
        * Illinois inmate freed in landmark capital punishment case


        * Cedarhurst Center for the Arts features comic strip art
        * Politics Notebook: Quinn makes stop at SIUE
        * School: DCFS also investigating East St. Louis teacher allegation
        * UI ag complex gets boost from state funding
        * Halloween events
        * With McClintock project finished, city looks to fix Prairie Avenue
        * Road closure in Williamson County
        * Illinois weather summary 10-31-14
        * Cubs hire Maddon as manager, fire Renteria
        * PHOTOS: Reptile Program at Muffley School


        * Liberty Call performs Sunday:
        * New District 79 board member:
        * Cubs make it official: Rick Renteria out, Joe Maddon in
        * Antioch seniors rummage sale:
        * North Aurora gas station robbed

        * Patrick Cannon defense strategy rare but n...
        * Feds fine Jesse Jackson Jr.'s campaign com...
        * Ex-Congressman Jesse Jackson Jr. faces sen...
        * Representative Jan Schakowsky Sends Letter...
        * Rep. candidate pushes to uphold marriage b...
        * Reps. Schakowsky and Waxman Introduce Bill...
        * Statement by Representative Jan Schakowsky...
        * U.S. House Passes Resolution Condemning An...
        * FAA Rejects Call For New O'Hare Noise Stud...
        * Representatives Quigley, Duckworth, Schako...

        * Jeanne Shaheen says Scott Brown voted to r......
        * Jeanne Shaheen says Scott Brown voted to r......
        * Jeanne Shaheen says Scott Brown voted to r......
        * Jeanne Shaheen says Scott Brown voted to r......
        * Jeanne Shaheen says Scott Brown voted to r......

        * Sen. Mark Kirk questioned by Triton students...
        * If Republicans Take Senate, Why It Won’t Last...

        * Waukegan Teachers Reach Deal With Board Of Ed (UPDATED)
        * CTU's Lewis Releases Video Endorsing Garcia For Chicago Mayor
        * Report: Higher Minimum Wage Would Help One-in-Five Illinois Kids
        * The Beachwood Radio Sports Hour #24: The Maddoning Is Happening
        * Evelyn Sanguinetti
        * Surviving The In-Laws At Thanksgiving
        * EXTRA: The Curse of Rick Renteria?
        * Windy Wavy Weather
        * Increasing number of college students support post-birth abortion, infanticide
        * Rock Island Clerk says early voting issues are attempts to suppress voting


        * Editorial: Governors, raining taxpayer $ on Illinois
        * Governor Quinn and Mayor Emanuel Thank New Safe Passage Workers - Nearly 700 Additional Workers Hired This Year to Serve 133 Schools, 69,000 Students Across the City
        * Editorial: Rauner best choice as governor to begin to reverse Illinois’ fortunes
        * Quinn to celebrate Rauner’s UI Labs accomplishment
        * Another Democrat Runs Away From Pat Quinn




            Hosted by MCS SUBSCRIBE to Capitol Fax Advertise Here Mobile Version Contact Rich Miller