Republican Analytics Group 0ptimus Partners With Fourthwall Media For TV Viewing Data

Second by Second Viewing Data to Power Mid-Term Elections

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Aug 20, 2013, 08:00 ET

DULLES, Va. and WASHINGTON, Aug. 20, 2013 /PRNewswire/ -- A leading Republican data management organization, 0ptimus, announced today an agreement with FourthWall Media™, the largest independent source of cable set top box viewing data. This viewership data can help political analytics firms like 0ptimus identify various voter segments and target different political messages into just the right homes for maximum efficiency and effectiveness. FourthWall Media, through its MassiveData division, maintains a panel of 4.7 million television viewers in over 1.8 million homes.

"If you look at campaigns and issue advocacy pushes, TV spend will generally represent 50-80% of budget, and yet the status quo is a surprising inability to ensure our TV creative is effective, and an inability to truly target our buys to segments in our vote file," said Brian Stobie, Partner at 0ptimus. "FourthWall data will allow us to talk to the different segments of voters we have always seen in our vote files, but unable to target effectively on TV. 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."

"The most sophisticated marketers in the country are political analytics firms," said Patrick Peters, FourthWall Media GM of Programming. "They are working to drive action and persuasion among very small targeted groups to win elections. Our viewer panel can provide any organization amazing insights into which groups of consumers are watching which programming, if they're viewing political ads and how they're reacting to those individual 30 second spots. Political data firms are ahead of the curve, and have already identified the local hot-button issues and the different voter groups who find them important. Using our data, they then find the specific programming those voters who care are watching. It worked for the 2012 Obama re-election campaign who were the first to utilize our panel and it will work again for 0ptimus. We look forward to working with them. This continues our Best and Brightest theme. We think the world of the 0ptimus team."

About FourthWall Media

FourthWall Media is an Emmy-nominated media company providing solutions that break through the "fourth wall" to engage audiences, extend subscriber loyalty, and deliver census-level measurement and reporting. The company's solutions include the Ad Widgets® end-to-end advertising system and TV Widgets® applications both of which drive viewer engagement and convenience. The AdAim™ Audience Measurement Suite offers census-level measurement of television audience activities and innovative metrics and analytics. FourthWall is a leading provider of platform technology for Cisco, Motorola, Pace, and tru2way set-top boxes and the cloud-based AirCommand™ gateway that connects external devices to digital cable set top boxes. FourthWall Media products and technology are distributed through partnerships with Comcast Media Center, Time Warner Cable, Charter Communications, Bright House Networks, Rovi, Motorola Mobility, DISH Network, and several smaller operators. FourthWall's MassiveData division provides television data and audience analytics to a growing list of advertisers and media research companies. It also works with Visible World for targeted television advertising to the set top box. FourthWall Media's corporate headquarters are in Dulles, VA. Learn more at www.fourthwallmedia.tv

SOURCE FourthWall Media