With the 2020 U.S. election cycle expected to be the most expensive in history, audience intelligence and data-management platform Tru Optik announced the launch of the Tru Optik Political Data Cloud, enabling political advertisers to use both OTT and streaming audio to target specific voter groups on a local, state or national level across factors like party affiliation, past voting behavior and issue orientation. Political data can be combined with behavioral, demographic and interest-based information, to create custom voter segments actionable across over 80 million U.S. homes through leading publishers and ad tech platforms.

The Tru Optik Political Data Cloud, unveiled at Cannes Lions, aggregates voter and behavioral segments from nearly a dozen leading data providers including firms affiliated with the major political parties, such as TargetSmart as well as unaffiliated providers including L2, Comscore and Dataline.

“The reality is consumers no longer only utilize traditional TV and radio and instead are viewing CTV/OTT and streaming audio more than ever,” Andre Swanston, CEO of Tru Optik, tells Cynopsis. “From the anticipated $10 billion or more being spent on advertising for the 2020 U.S. election cycle, we project $2.9 billion from digital, a range of $500 to $720 million from OTT/CTV and a range of $70 to $90 million from streaming audio. These numbers in ad spend demonstrate that in order to succeed, candidates will need to leverage these new avenues of voter streaming consumption as they provide much more precise targeting power and exceptional reach to desired audiences.”

The media battleground that will separate some of the winners from losers in 2020 will be through the ability to effectively deploy targeted connected TV and streaming audio advertising, Swanston. “These are now mainstream media, with much more targeting power than traditional TV and radio, and exceptional reach among millennial and multi-cultural households.”

“Connected TV and over-the-top platforms are shaping up to be key advertising mediums for 2020 elections, and we are excited to help our political marketing partners improve the efficacy and impact of their campaigns,” Anthony Psacharopoulos, EVP, Comscore.

“Our mission is to help streaming audio publishers and podcasters fully monetize their inventory, which means enabling them to segment their listeners in ways that are meaningful to advertisers. With the 2020 political cycle already underway, we are excited to extend our relationship with Tru Optik by making the Political Data Cloud available to our clients so that our publishers can offer this new breakthrough solution to political advertisers,” said John Rosso, President, Market Development at Triton Digital.

Lynn Leahey