Nine has unveiled two new data products, Election Boundaries and Voter Preferences, that will provide advertisers with the most comprehensive audience-targeting capabilities in the lead-up to the 2016 federal election.
“Harnessing the breadth of Microsoft’s 15.3 million registered users, combined with the power of our digital network, our ability to deliver multiscreen advertising solutions at scale is established,” Nine’s chief digital and marketing officer, Alex Parsons, said.
“By leveraging our data partnerships, we have been able to segment our users into geographical election boundaries and voting preferences across the five key political parties, enabling advertisers to engage relevant consumers at the optimum moment in the lead-up the July 2 federal election.”
The capabilities of Nine’s new federal election data products include:
Election Boundaries: In partnership with Experian, 2016 Election Boundaries are defined by Australian Electoral Commission federal election data for the House of Representatives. This aligns 150 safe and marginal seats across Australia with more than 15.3 million registered users.
Voter Preferences: In partnership with Roy Morgan, Nine has segmented voter intentions and key voter issues for these 15.3 million registered users across five political parties: the Liberal Party, National Party, Labor Party, Greens and Independents.