GfK MRI Partners to Pinpoint Voter Segments

In the US, GfK MRI has partnered with a number of data management platforms (DMPs), to identify and launch 23 online segments for use in political ad campaigns.

The initiative integrates voter registration records with data from the agency's database on consumer attitudes and behavior, drawn from its 'Survey of the American Consumer'. This survey is used as a media-planning currency for magazine audience and multimedia research data, and includes interviews with around 25,000 Americans annually, covering their use of media, consumption of products, lifestyles and attitudes.

Identified segments include 'super' voters (those most likely to vote), as well as those moderately and slightly likely to vote, based on their voting records. Other segments are registered voters, swing voters by party, undecideds, voters by ideologies, and engaged voters. The first DMP to make these targets accessible is BlueKai, with others to be added in the near future.

Florian Kahlert (pictured), MD of GfK MRI, comments: 'Connecting this data to information commonly used in political campaigns to identify and segment voters is an obvious extension of our capabilities, particularly in light of the increased importance of digital political advertising in this year's election cycle. We are pleased to be partnering with some of the best in the business to make our insights readily available to brands and media planners'.

Web site: www.gfkmri.com .