Vishal Shah
Media partner MiQ Australia has announced an electoral targeting programmatic solution that enables political advertisers and brands to reach voters by specific electorates.
This helps to overcome limitations of postcode and city-level targeting, which often cut across multiple electorates and reduce message efficiency.
The electorate targeting solution can identify and target voters based on their TV consumption habits, including local or national news viewers, bilingual or non-English speaking households, and even viewers of debates and specific news stories.
MiQ can also offer analysis with publicly available political data, including Australian Electoral Commission voter data and real-time sentiment insights from platforms like Reddit.
Electorate targeting is fully integrated into MiQ’s agnostic programmatic ecosystem, leveraging DSPs and premium data partners across all media channels.
MiQ has already used the solution with success for a number of political parties and lobby groups during the current Federal election, with all targeted electorates exceeding campaign benchmarks, along with frequency optimisations helping MiQ to maximise reach, especially in smaller electorates.
In the US, MiQ has a strong political offering, with a large team of data scientists and a dedicated team for political advertising utilising tech to tackle electorate targeting via programmatic. Following demand for this solution in the US for the 2024 election, the MiQ Australia team leveraged these established processes and learnings and replicated them for the Australian market.
MiQ head of product and solutions Vishal Shah said traditionally, digital platforms [DSPs] allow targeting at city or postcode levels — but electorates rarely align neatly with those boundaries.
"That means postcode targeting often spills into multiple electorates, diluting impact and precision. We’ve solved that," Shah said.
“Through a collaboration with Foursquare, and our team of analysts and data scientists in India, we’ve built custom geo-shape files for every electorate in the country. These bespoke files are uploaded directly into the DSP, allowing our traders to target exactly the electorates they need — nothing more, nothing less.
“Whether you're a political marketer or a brand looking to align with key voter audiences this election season, this is a powerful new way to engage.”
MiQ Australia and New Zealand managing director Fiona Roberts said the new electorate targeting solution is a first for programmatic advertising and has the ability to allow brands and political marketers access to unprecedented precision and powerful post-campaign insights at the specific electorate level.
“With the Federal election now entering its third week, it has the ability for parties to really make an impact at a precise voter level using this groundbreaking solution," Roberts said.
"This is just the start of a number of exciting new product releases we have planned for the year.”
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