Thinking Outside the Zip Code: The Power of Contextual Data

For political campaigns – really, for any advertisers – reaching target audiences is crucial. Beyond merely getting in front of the right people, though, effectively communicating with them is arguably just as valuable. Knowledge on the attitudes, concerns and key issues of an audience allows political advertisers to craft messaging that truly resonates with voters, enhancing engagement and driving campaign success.

By gaining contextual data based on the content with which target audiences are engaging — whether it’s their reading habits, online discussions or media exposure — political advertisers can uncover valuable insights into voters’ current attitudes and viewpoints. The real-time nature of this data allows for swift campaign adaptations and fine-tuning, ensuring candidates’ messaging remains relevant and resonates with shifting voter perspectives.

For example, a recent Nexxen report found that Hispanic/Latine voters in swing states like Arizona are more focused on gun control than other, hot button issues.  This level of insight is crucial for political candidates and advertisers, enabling them to tailor campaigns to address these specific interests and concerns. By developing an understanding of key issues for voters in specific states and regions, they can craft more relevant and compelling content that effectively engages this audience, meeting them where they are.