* 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.