Time Inc. unveils launch of programmatic political ad platform CampaignFocus
The publisher of Time and Sports Illustrated will partner with Audience Partners on the solution which looks to connect Time readers with with the political campaigns and causes
Four years ago, the last time we had a Presidential election, was like a million years ago when it comes to mobile apps. In 2012, the Apple App Store was less than four years old, the iPad less than two years old. Newspapers, knowing that readers would be seriously interested in the latest news and polling data, launched iPhone and iPad apps in support of their news coverage.
The New York Times and The Washington Post launched apps, as did Talking Points Memo. In fact, TPM’s app, PollTracker, is still to be found inside the App Store, though the app hasn’t been update for a year and a half now and likely Josh Marshall has forgotten he even still has the app live.
Such was the belief that mobile apps would be the coming thing that the Post, after the reelection of President Obama, launch a new political all in May of 2013. Poll Watch never had a chance, though, as interest in polling data all be disappears following a national election, and the Post’s app has not been updated since late summer 2013.
Publishers have now shifted back to their websites, beefing up the news sections and adding technology.
Time Inc. today announced that they are working with Audience Partners on the launch of CampaignFocus, which the publisher says is “the first platform to offer cross-screen, programmatic voter-targeted digital advertising.”
The announcement certain two trends that are big right now: politics and programmatic advertising, so this is a smart move.
“At the end of the day, politics is a product, and the key to messaging any product is getting the right content to the right person in the right context at the right time,” said Dr. JT Kostman, Chief Data Officer, Time Inc. “Our partnership with Audience Partners allows us to do just that by tying political messaging to compelling content in a way that ensures its resonance with donors and voters.”
After watching parts of the Palin-Trump event yesterday, it is hard to argue with the thought that “politics is a product.”
Here is Time Inc.’s announcement for the launch of CampaignFocus:
NEW YORK & WASHINGTON – January 20, 2016 — Time Inc., one of the world’s leading media companies, and Audience Partners, the first platform to offer cross-screen, programmatic voter-targeted digital advertising, announced today the launch of CampaignFocus. This voter-targeted premium publisher network will bring a new level of data-driven, contextual targeting to digital advertising for politics and advocacy. CampaignFocus will combine the extensive data of Time Inc.’s audience of 160 million with Audience Partners’ National Online Voter File® database.
“Time Inc.’s unparalleled insights into the interests and passions of half the adult population, now fused with one of the largest political databases, will present campaigns with the opportunity to reach the exact voters they want across all demographics, issue preferences and electoral geographies,” said Steven Haft, SVP, Innovation, Time Inc.
Time Inc.’s premium network reaches a monthly global print audience of over 120 million and has worldwide digital properties that attract more than 150 million visitors each month, including over 60 websites. Audiences available through CampaignFocus will include likely voters, donors and activists who consume content and brands such as Essence, Fortune, Golf, InStyle, Money, People, People en Español, Sports Illustrated and Time. In addition to being able to rapidly identify audience segments across interests, issues and passions, Time Inc. already has numerous diverse audience segments, including new moms, sports enthusiasts, millennials, affluent families and African American entrepreneurs. When combined with Audience Partners’ voter file, this offering will provide political and public affairs campaigns an unmatched solution for reaching voters, donors and constituents. Combining this premium inventory with the National Online Voter File simultaneously solves for both reach and viewability, the two highest hurdles digital marketers face.
“Time Inc. consumers care a great deal about the future of our nation and over index for participation in national and local elections. Launching CampaignFocus in partnership with Audience Partners is another way we are connecting voters with the campaigns and causes making headlines today,” said Dr. JT Kostman, Chief Data Officer, Time Inc. “Our ability to place ads contextually—to reach voters as they read about the implications of cyber attack in Fortune or national security and immigration policies in Time or to reach the millions of moms who read People and care about the economy—will prove to be the next frontier in political and cause marketing.”
Kostman notes that, “At the end of the day, politics is a product, and the key to messaging any product is getting the right content to the right person in the right context at the right time. Our partnership with Audience Partners allows us to do just that by tying political messaging to compelling content in a way that ensures its resonance with donors and voters.”
“We are thrilled to partner with Time Inc. to launch CampaignFocus. The scale of the data behind this is powerful, and we are pleased to add Time Inc. to our growing list of premium inventory and data providers,” said Jeff Dittus, CEO, Audience Partners. “With a wide range of online and offline lifestyle attributes, we have been able to uncover the interests and habits of Time Inc. voter audiences that will help campaigns and candidates during the 2016 election.”