Triton Digital is giving advertisers the capability to buy digital audio advertising segmented by political interests and behaviors. The ad buying options are made possible by the addressable audience targeting capabilities within Tru Optik’s Political Data Cloud.
The alliance with Tru Optik, which provides data-driven audience targeting, measurement and attribution services, enables advertisers to target streaming audio listeners based on political characteristics, such as Leaning Democrat, Leaning Independent, Leaning Republican, Swing Voters and Undecided. This is done via Triton’s Tap ad server. Triton says political data segments can be paired with demographic, behavioral and interest-based parameters for even greater targeting precision.
John Rosso, President, Market Development, Triton Digital says the capabilities will power “a truly pivotal moment in political campaign advertising.” He tells Inside Radio the arrangement will give Triton streaming and podcast customers “access to the broadest set of political audience segments in the industry to allow them to pursue political ad dollars.
“As a result of being able to target, reach and connect with listeners on such a personal level, ad effectiveness will significantly increase in terms of performance and engagement, which will undoubtedly attract more political advertisers to streaming audio throughout the 2020 election cycle and beyond,” Rosso added.
According to Tru Optik, digital media accounted for less than 15% of ad spending in the 2016 presidential election, but is expected to more than double in the 2020 presidential contest.
“Identifying and targeting voters with precision is critical to political campaign success,” Richard Kosinski, Executive VP, Sales, Tru Optik added. “Where the media has become increasingly fragmented and politics have become more mainstream, it’s invaluable to reach voters on any device, anytime, and anywhere with relevant content communication, and we’re excited to be a part of it.”