Optimus, a Republican data management organization, has signed an agreement with FourthWall Media to access the latter’s cable set-top box viewing data.
FourthWall said its viewership data could aid political analysts firms, such as Optimus, in identifying voter segments and targeting messages to the correct homes for maximum efficiency and effectiveness.
FourthWall Media, through its MassiveData division, maintains a panel of 4.7 million television viewers in over 1.8 million homes.
“If you look at campaigns and issue advocacy pushes, TV spend will generally represent 50 percent to 80 percent of budget, and yet the status quo is a surprising inability to ensure our TV creative is effective, and an inability to truly target our buys to segments in our vote file,” said Brian Stobie, partner at 0ptimus. “FourthWall data will allow us to talk to the different segments of voters we have always seen in our vote files, but unable to target effectively on TV. It will allow us to deliver specific messages to specific segments in the most efficient buy-pattern possible. Put simply, this will help us move TV spend away from ‘spray and pray’ generic messages, to targeted niche messages to niche segments in the voting electorate.”
Last week FourthWall Media announced a similar partnership with Deep Root Analytics, a leading Republican data company, which will use Fourth Wall’s TV viewing data to target political campaign advertising in individual markets.
Fourth Wall’s products and technology are distributed through partnerships with Comcast Media Center, Time Warner Cable, Charter Communications, Bright House Networks, Rove, Motorola Mobility, Dish Network, and several smaller operators. It also provides platform technology for Cisco, Motorola, Pace and tru2way set-top boxes and its cloud-based Air Command gateway that connects external devices to digital cable set top boxes.