Ubimo, the mobile marketing company, just announced the addition of political targeting to its self-service platform. In time for the 2016 elections, Ubimo has integrated historical US voting data to allow political marketers to target audiences accordingly. The company’s congressional and presidential voting data is mapped at precinct level, consisting of an average 1,100 voters. In combination with its local data points such as income, ethnic background and events, the addition offers a snapshot of micro demographics which political campaigns seek to reach.
Ubimo adds political data targeting
Ran Ben-Yair, CEO, Ubimo, says:
“Mapping historical voting data to correspond with local data is a world first. Previously campaigns had to rely on virtual profiles and audience segments for any mobile targeting. This involves assumptions such as ‘visitors to a Democratic candidate’s website are Democrat voters’ or ‘audiences reading an article about a Republican policy, must be Republican’. These kinds of assumptions are inaccurate at best. We don’t deal in assumptions, rather we’re giving campaigns the ability to tap actual voting data at a very granular geo level, which is completely unprecedented.”
As part of its real-world contextual data features, the company offers targeting by geo-data, place and local data, including the weather and demographic census data. Combining this data with income, ethnicity, gender and age, provides a better overview of voter districts.
Gilad Amitai, COO, Ubimo, adds:
“With the presidential elections just a year away, it seemed like a natural next step for us to map voting data and help campaigners to maximise every ad dollar. We know from the brands we have worked with in the past that contextual advertising is the best way to effectively advertise over mobile. Providing this opportunity to political campaigns and digital strategists will provide a whole new dimension to the upcoming elections.”