NEWS21 August 2013

Optimus signs FourthWall Media for cable viewers’ data

New business North America

US — FourthWall Media has signed an agreement with Republican political analytics firm Optimus, to provide it with cable viewing data for political ad targeting.

Through its MassiveData division, FourthWall Media maintains a panel of 4.7m television viewers in over 1.8m households, and the data will be used to help Optimus identify various voter segments and target different political messages into the right homes for maximum efficiency and effectiveness.  

Optimus partner Brian Stobie said: “It will allow us to deliver specific messages to specific segments in the most efficient buy-pattern possible.  Put simply, this will help us move TV spend away from ‘spray and pray’ generic messages, to targeted niche messages to niche segments in the voting electorate.”