In December 2017, Democratic candidate for Senate, Doug Jones, implemented a revolutionary targeting tactic that influenced the online behavior of tens of thousands of voters a week before the election.
During the lead up to the election, Resonate’s data science team identified 250k voters who predominately engaged with news and reporting from conservative sources. Collectively, the constellation of sites and publishers comprising this conservative media bubble proved to be a formidable shield, and prevented the Jones campaign from courting the non-traditional voters necessary to win in too-close-to-call elections.
That reality changed when the Jones campaign took action and leveraged Resonate data to infiltrate the conservative media bubble and deliver a message to voters that was otherwise completely absent from their digital lives. These voters were served a pro-Jones video in the week leading up to Election Day. Amongst the 80,000 video engagers, we observed a 30% increase in liberal news browsing relative to untargeted voters inside the media bubble.
Fast forward – we’re 4 weeks out from the midterms and Resonate data scientists have identified targetable media bubbles (conservative and liberal) in districts and states throughout the country. This is voter targeting 2.0. Launch a sophisticated targeting campaign with Resonate that puts your messaging right in front of these voters. Impact the recommendation algorithms of just 2% of voters and you can drastically influence the actions they take now and on November 6.
Let’s take a look at some real life examples of digital media bubbles in battleground Ohio. Specifically, we’ll look for voters trapped in these bubbles who are sympathetic to the opposition based on relevant insights in the Resonate platform.
Ohio Conservative Media Bubble
Full audience size: 1.9M online adults
- Identify as Democrat: 19% (361,000)
- Support raising the minimum wage: 37% (703,000)
- Voted for Clinton: 19% (361,000)
Ohio Liberal Media Bubble
Full audience size: 1.2M online adults
- Identify as Republican: 26% (312,000)
- Oppose Obamacare: 39% (468,000)
- Voted for Trump: 25% (300,000)
The above audiences identified, numbering in the hundreds of thousands, are receiving the majority of their election-related news from partisan sources that dominate their feeds. A sophisticated digital campaign that moves a small percentage of these voters could be a major difference maker in races throughout Ohio and other key states and districts this cycle.
Are you ready to incorporate this strategy into your voter targeting efforts and begin driving real, impactful changes? Contact our Campaign Hotline today. Our models are pre-built, dynamically updated, and ready to launch immediately.