Xaxis Launches Voter Targeting Tool

WPP's audience profiling and targeting division Xaxis has teamed up with big data and predictive analytics firm Haystaq DNA to launch a targeted political advertising solution for reaching US voters across digital channels.

The new 'Xaxis Politics' tool combines the Haystaq National Voter Database, which represents166 million voters, with Xaxis' proprietary Turbine data management platform, to help advertisers understand which audiences are most interested in which issues. Users can tap in to off-line voter data to inform their digital campaigns, and reach their most relevant voters across display, mobile, online video, digital radio, connected TV and social media.

Advertisers can also the tool to segment audiences by hundreds of issues as well as by party affiliation, demographic information and likelihood of turnout. This allows them to run real-time campaigns tied to specific events, such as running a digital ad campaign synced to a candidate's statement during a televised political debate.

Haystaq DNA CEO Ken Strasma (pictured) comments: 'Political marketers have come to expect the accuracy of individual-level targeting models for direct mail, phones and door-to-door canvasing. Until now, using those models to target voters online has been a time-consuming and expensive custom process. With more than twenty pre-built models predicting turnout, partisanship, ideology and positions on hot-button issues, now it is easy for online campaigns to target the right voters with the right message at the right time'.

Web sites: www.xaxis.com and www.haystaqdna.com .