19 November 2013 | Industry Buzz
From Ad Age:
by Kate Kaye
If 2013 was a harbinger of anything when it comes to political advertising, it’s the year that data infiltrated TV ads on both sides of the aisle.
The data-centric approach used in targeting for digital ads is starting to take effect in TV buying, where the majority of political-campaign-ad budgets go. Rentrak, a firm that provides local and national TV data on 12 million households from its partners in cable, satellite and telecom, is a case in point. Last year, the firm worked with the Obama for America campaign, feeding information on TV audiences that were matched against voter-file data to develop ways to reach key voter targets through TV.