What is voter file 2.0?
A little over a month ago, the DNC, Voter File Co-Op and TargetSmart unveiled Voter File 2.0, as reported in Ad Age. I see this as a major step forward in the Democratic world of data and media integration and I believe that this will help to make things easier for campaigns, progressive groups and consultants alike.
The scoop on voter file 2.0
So what is Voter File 2.0? Voter File 2.0 is basically a term for an easy on-ramp of custom lists and preloaded voter file segments that can be digitally matched and turned around quickly for a wide range of media partners, including Facebook, Yahoo, AOL and more.
Why is this so revolutionary?
What makes Voter File 2.0 an innovation is that it is democratizing the voter file and allows it to be used as a backbone for TV, digital advertising and integrated communications. With Voter File 2.0, a larger group of campaigns and consultants will be able to access digitally matched files than ever before.
What are the benefits?
When using preloaded segments, speed is a huge advantage you have when using this tool. The markup for using this data is relatively minimal, so price is another benefit. If you are a campaign or a small political consulting firm, you no longer need a trade desk to access voter data and you can utilize this state-of-the-art targeting through a variety of different media partners.
What are the drawbacks?
Currently, the preloaded segments are limited, but it is my hope that this will change over time. It also takes time for a campaign to complete a custom match (one to two weeks at this point), so planning ahead and understanding the product is key.
Who will benefit from this product?
Consultants and campaigns that have a good understanding of digital strategy but do not have access to an easy pipeline to match data will benefit from this tool.
We think Voter File 2.0 is a big step in the right direction for progressive campaigns. Increasing the accessibility of data is a good thing for Democrats in both the long and short term. That said, you will still have to know how and when to use this data. There also will likely be a learning curve for those who are new to digital targeting.
What does it cost?
Voter File 2.0 audiences start at a $2.50 CPM and the pricing is scaled based on volume. These costs will be included within in the cost of the ad-buy.
How do I learn more?
If you work for a candidate or party committee, you can reach out to Andy Callahan at the DNC at CallahanA@dnc.org. For anyone else, reach out to Matt Taverna at Target Smart directly here.