Thinknear by Telenav (NASDAQ: TNAV) recently announced the launch of ThinkPolitical Toolkit, a new mobile advertising solution designed to enable political marketers to more effectively engage with voters and campaign influencers. The move comes as political campaigns are increasing spending on mobile advertising to record levels ahead of the 2016 election. Location-based data is key to political advertising success because of its ability to enable hyperlocal targeting, with the option to easily cater to extremely specific demographics within target voting districts.
Mobile is a natural fit for political marketers as more and more voters consume digital media on mobile devices. But the lack of accurate location data has held back performance in the past,” said Thinknear President, Loren Hillberg. “By layering accurate location data with geographic shapes covering everything from large congressional districts to individual precincts, we can optimize ad spend for political candidates looking to take their message to mobile.”
According to a recently released report from Borrell Associates, 2016 political spending on digital media will exceed $1 billion for the first time, making up 9.5 percent of total spending — a nearly 5,000 percent increase from the $22.25 million spent on digital ads in 2008. Half of 2016 political spending will be for elections at the state and local level, including more than 25,000 separate contests for school boards, county commissions, and city councils.
The ThinkPolitical Toolkit includes politically-focused targeting tools, creative message testing capabilities, effectiveness analytics, and a team of political marketing experts to manage campaigns centered around specific candidates and ballot initiatives. Politics is inherently location-based and data accuracy and targeting is paramount. Whether based on county, ZIP code, Designated Market Area, or specific voting precincts, Thinknear connects campaigns with voters.
“Political campaigns are limited and finite in their duration, leaving no chance to adjust strategy later when elections have come and gone,” said Lucas Dickey, VP of Product at Thinknear. “Greater accuracy for location targeting will make political spend on mobile more effective from the get-go, thus ultimately more efficient.”
For more information on the ThinkPolitical Toolkit, please visit thinknear.com or email ThinkPolitical@thinknear.com.
About Thinknear: Thinknear is a location-based marketing platform focused on delivering amazing mobile campaigns for agencies, brands and consumers. Thinknear’s platform delivers the accuracy, scale and technology required to effectively leverage mobile location data to power better consumer experiences. As a division of Telenav, Thinknear leverages exclusive access to over 15 years of proprietary location data. To learn more, please visit www.thinknear.com and follow @thinknear on Twitter.
About Telenav, Inc: Telenav is a leading provider of location-based platform services. These services consist of our map and navigation platform and our advertising delivery platform. Our map and navigation platform allows Telenav to deliver enhanced location-based services to developers, auto manufacturers and end users through various distribution channels, including wireless carriers. Our advertising delivery platform delivers highly targeted advertising services leveraging our location expertise.