Adoption of Resonate’s Unique Online Ad Targeting and Audience Delivery Solution Validates the Importance of Connecting with Voters Based on Values, Beliefs and Attitudes
RESTON, VA (November 4, 2010) – Resonate Networks, the Attitudinal Targeting™ company, today announced 81 percent of their client campaigns defeated their opponents in Tuesday’s historical ‘earthquake’ election. 43 winning candidates leveraged Resonate’s unique, research-based targeting and audience delivery solution, and there is the potential for another seven winning campaigns currently too close to call.
Political and advocacy strategists have embraced Resonate’s Attitudinal Targeting offering because of its unique ability to deliver audiences based on their values, beliefs and attitudes – the most consistent and enduring reasons voters support a candidate or issue. With Resonate’s proprietary methodology and patent-pending technology, advertisers can define rich audience profiles from a combination of over a thousand traditional and attitudinal attributes including basic demographics and geographic, as well as their research-based voting behavior, issue positions, etc.
One of the most significant differentiators Resonate offers political campaigns is the ability to reach not only Republican, Democrat and Independent voters, but also swing voters – one of the most difficult segments to identify and reach online. Resonate is able to do this by conducting its own extensive ongoing research, part of which includes asking and capturing voters’ actual past voting behavior and patterns. Resonate is the only advertising company who knows if voters have voted for multiple parties, how often and during which elections. In addition Resonate knows the issues that are most important to a voter when determining which candidate to vote for. Other online advertising companies make assumptions based on purchased voter data and cookies but this approach isn’t as efficient or effective as Resonate’s more precise, research-based targeting.
“It is more important than ever for politicians to gain a deeper understanding of the electorate and what is at the heart of Americans’ decisions – whether to vote for a candidate or support an issue,” said Bryan Gernert, CEO, Resonate. “The next two years will require politicians to truly listen to the American public and govern accordingly. This includes the need to reach the electorate with education and awareness campaigns to ensure their accomplishments and messages are heard and understood.”
Resonate’s client campaigns spanned the country and included candidates and ballot initiatives leveraging display and video ads. This is Resonate’s first election cycle since the company launched in May of 2009.
Precision targeting and understanding the importance of message specific advertising based on voter issues priorities, actual voting behavior and other significant decision drivers, as well as voter values and beliefs, will help politicians and advocacy organizations reach, engage and mobilize the electorate more effectively, especially over the next two years.
About Resonate Networks
Resonate is the first online ad technology company offering advertisers an entirely new approach to targeted audience delivery. Resonate’s Attitudinal Targeting™ is based on values, beliefs and attitudes, and enables advertisers to define rich audience profiles from a combination of more than one thousand attitudinal and traditional attributes including demographic and behavior data. The result: ad campaigns that deepen convictions and change minds in a way that traditional online advertising can’t. For more information please visit www.resonatenetworks.com.
