Let the campaigning begin. Leveraging its big-time Beltway roots, attitundal targeting company Resonate has launched an ad targeting solution designed to identify and recruit potential volunteers, activists, and donors online for political and advocacy campaigns.
Resonate, which has worked on several branding and political projects, and is in part funded by political data pioneers Sara Taylor and John Brady, has applied its attitudinal research methodology to the development of two new targeting solutions. With today’s launch, the company now enables its clients to target and measure the success of their campaigns through three distinct targeting strategies: reach, clicks, or conversions into volunteers and activists.
 
Resonate CEO Bryan Gernert says the new volunteer recruiting solution delivers the online creative campaign to the supporters who are most likely to take an active role on a campaign or issue.  This methodology delivers highly engaged audiences based on their attitudes, values and beliefs and measures an audience’s propensity to take action to support an issue, cause or platform.

“In other words, Resonate’s Attitudinal Targeting allows an advertiser to identify the people whose beliefs align with a specific issue or platform, and thus determine who is likely to be a passive or active supporter – thereby improving audience delivery, clicks and conversions,” Gernet says. ““Political campaigns are won and lost with active supporters.  This solution puts boots on the ground for political and advocacy campaigns by helping them identify the people who are most likely to roll up their sleeves and get involved in the effort.”

Resonate claims its solution will add more than 1,000 consumer attributes including political and advocacy characteristics like ideology, issue positions, voting history, party affiliation, engagement and media consumption as well as more traditional demographic characteristics. This allows advertisers to connect with some of the hardest to reach audiences, like persuadables or independents, in a way traditional targeting methods simply can’t.  The algorithms then analyze more than 70 qualitative measures to determine the best places to deliver a message, optimizing the best chances of driving traffic and engaging the target audience.
 
For example, Resonate says its technology has the unique ability to find high concentrations of people who are undecided on certain issues and specifically avoid opponents of an issue. As a result, advertisers can build discrete campaigns to recruit likely supporters as well as educate, influence and recruit “persuadables.”

“When the right message reaches the intended audience, ROI increases exponentially because the audience is more likely to engage, search for additional information, share your message with friends and family, and take offline action,” says Gernert.