FP1 Digital + Deep Root Analytics

Deep Root Analytics and FP1 Digital Partner to Target Cord Cutters Online

September 30, 2016

The digital landscape is constantly evolving. Changing viewership habits, new ad units across platforms and targeting methods put fresh demands on campaigns.

Today, we’re launching the first in a series of posts describing how we at FP1 are tackling this ever-changing environment. In the coming weeks, we’ll touch on the varying issues campaigns are facing in the digital space, and we hope they prove helpful as you sprint through the final 40 days.

We are excited to partner with Deep Root Analytics on a number of projects this cycle, and for our first post to be a joint FP1 and Deep Root Analytics collaboration.

One such project we’re partnering on presents a problem many, if not all races are facing this cycle.

While time spent consuming TV still leads other mediums, as recently as June of this year, 25% of American households were found to no longer have paid TV service.

These changing trends present us with a clear problem as marketers attempt to persuade voters: How do we get our message in front of voters that our TV ads no longer reach? And on the other hand, how do we find those voters that are already getting exposed to our television advertising and make sure we don’t bombard them with digital advertising?

To address this, we teamed up with Deep Root Analytics, whose offerings provide a vast trove of voters’ TV consumption habits.

As recently as June of this year, 25% of American Households were found to no longer have paid TV service.

Deep Root Analytics has profiled and segmented all 150 million registered voters into more than 20 targetable audiences, optimized for political, public affairs and commercial advertising. These audiences include those voters most likely to spend a lot of time watching TV, as well as those most likely to spend a lot of time online.

For this particular campaign, once our primary targets were identified, we partnered with Deep Root Analytics to bump the list of targets up against their list of those most likely to be watching television and removed them from our digital targeting efforts.

Once these audiences were identified and brought online, we were able to create a specific audience representing 282,000 voters within our target universe and layer on additional ads to them that our TV advertising efforts weren’t able to provide.


While we used this approach in a statewide effort, it is applicable to races of all shapes and sizes and fills the hole that changing consumption habits has created.

If you would like more information on this product, or think this would be useful to your initiative, please contact Alex Lundry at Deep Root Analytics or Chris Georgia at FP1 Strategies.


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