ZypMedia Brings Programmatic To Politics

ZypMedia -- a programmatic media-buying platform for local advertising formerly known as ExtendTV -- has announced a new political advertising tool called Target Canvassing Thursday. The tool utilizes ZypMedia's existing capabilities and platform, with the addition of a new congressional-level geotargeting capability.
 
Despite the anticipated $1 billion in digital political ad spending, traditional media is still the dominant place where political media spend is being sent, says Mark Goldman, CEO and co-Founder of ZypMedia. (Per market research firm Borrell and Associates, that's a growth of 576% over 2012.)
 
TV ad spending will be $4.4 billion for federal races this year, according to Kantar's Campaign Media and Analysis Group.
 
Accurate audience and location data lies at the heart of the next phase of political marketing.

“It’s not necessarily about blanketing the whole country with your message — the Obama campaign looked for swing constituencies to target with their message. From a presidential election standpoint, elections have moved from a national to a very localized scale,” says Goldman.

The big advantage that programmatic has in the political realm (and in advertising), says Goldman, lies in the local realm, where the scale and accuracy of audience targeting is comparable to and less expensive than a team of experts.
 
“Not in a million years would a small local advertiser have the wherewithal to plug into the ad scale that we have, or the data that we’ve tapped into,” says Goldman, drawing the comparison to a local election.
 
With the rise of digital advertising in the political arena, political marketers appear to be moving toward the political equivalent of a multitouch attribution model, reaching constituents across all the devices they care to use.
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