The American Association of Political Consultants (AAPC) has given the Gold Medal in the category of "Overall Campaigns, Candidate: Internet Campaign" to Targeted Victory, for the stellar work the latter company did on the successful senatorial campaign of Marco Rubio.
Rubio, a Republican, won election to the U.S. Senate from Florida in 2010 on his first try with nearly 49% of the vote. His use of the Internet contributed greatly to his success. On October 2, 2010, Rubio became the first Senate candidate in the country to pass 1,000,000 views on YouTube.
Targeted Victory expressed gratitude for the AAPC award, known as the Pollie, and credited its technology partner, marketing technology company Lotame, with helping it achieve those results.
"We're honored to receive a Pollie, the most coveted political award a company like ours can win," said Michael Beach, a partner at Targeted Victory. "As we said back in October, Targeted Victory plus Lotame equals the Audience Targeting Platform, or ATP. The surveys Lotame ran in particular geographic areas enabled our ATP to place ads more accurately, and to understand the audience feedback at a deeper level - thus to respond more quickly and accurately. The custom video units Lotame put together gave us even greater insight into what was working and what wasn't."
Rubio's campaign uploaded 275 videos. On average, each of those videos was watched 5,007 times. By contrast, former Florida Governor Charlie Crist, who ran as an independent, uploaded 81 videos, each of which garnered just 1,827 views. Similarly, Kendrick Meeks, who ran as the Democratic nominee, uploaded 55 videos, which averaged just 1,845 views each.
"We needed an Internet partner that understood audiences at a deep level," said Malorie Miller, a media consultant and partner at Something Else Strategies who worked on the successful Rubio campaign. "Targeted Victory and Lotame demonstrated again and again the ability to sift persuadable voters from those who had already made up their minds, and to mobilize the voters who might be leaning Rubio's way, but weren't sure they would actually go to the polls. Lotame was a vital tool in our voter contact plan that proved to be an invaluable asset that propelled the Rubio campaign to a historic margin of victory in a complicated three-way race."
"We're very proud of our tech partner, Targeted Victory, on winning three Pollies," said Lotame CEO Andy Monfried. "As voters and prospective voters continue to go online to express themselves and influence the opinions of others through content creation, the Audience Targeting Platform is ideally suited to help activate these advocates."
This story first appeared in Campaigns & Elections under the headline "How Campaign Consultants Helped Marco Rubio to Victory." About Targeted Victory Targeted Victory (TV) is a leader in online advertising, mobile communications, social networking, and integrated data management for political candidates and causes. Along with our technology services, we provide comprehensive web design and development services and strategic campaign management. Targeted Victory offers services in four core areas: mobile communication, online advertising, new media planning and integrated data management. We provide all of our clients with a custom strategy to best achieve their organizations goals, incorporating a combination of these core services and others that fit your needs. For more information, please visit: www.targetedvictory.com. About Lotame Lotame is a marketing technology company. Its flagship audience data management platform (DMP), Crowd ControlTM, integrates with web publishers to activate audiences and make data-driven display advertising a reality. The company provides advertisers with comprehensive online advertising solutions and publishers with a leading data management platform. Lotame is a member of the Network Advertising Initiative (NAI), the Interactive Advertising Bureau (IAB), and the Online Publishers Association (OPA). For more information, please visit: www.lotame.com.
Keywords: Advertising, Data Management, Democratic, Government, Information Technology, Information and Data Management, Lotame, Marketing, Politics, Republicans.
This article was prepared by Information Technology Newsweekly editors from staff and other reports. Copyright 2011, Information Technology Newsweekly via VerticalNews.com.
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