Part
01
of one
Part
01
What are the pricing models (costs of the services) for i360, DeepRoot Analytics and Targeted Victory and what is included in those data services?
Hello! Thanks for your question about the pricing models of i360, DeepRoot Analytics, and Targeted Victory. The short version is after searching extensively through trusted media sites and government reports, I determine the information you request is not publicly available because prices are not published on their websites. However, I learned that their prices start at a minimum of $10,000, and include services like television ads and telephone calls. Below is a deep dive of my findings.
METHODOLOGY
The information was not directly available. The companies are private, so they do not have published financial records and prices are not published on their websites. To find a precise approximation, I looked at trusted media sites and government reports and market reports. By looking at these sources, I was able
GENERAL ADVERTISING TRENDS
The advertising industry is moving away from television ads and towards social media ads. There are several reasons for this. The first reason is that using digital ads are more accurate. In an analysis conducted by Targeted Victory, $0.75 of T.V. ads were wasted on people outside the district. Digital ads are highly targeted, which means that you will never reach someone outside your district. Dan Lackner of Acxion said "It's [digital advertising] is as targetable as putting direct mail in somebody's mailbox." There are several changes to the advertising landscape that will take place by 2020. The first is the consolidation of startups. "There are simply too many shops selling the same thing without offering unique expertise." The second is "Authenticated IP targeting using the voter file will supplement cookie-based voter file targeting, allowing accurate home and away four-screen targeting for the first time." Advertising will look very different in the coming years.
SPECIFIC ADVERTISING PLANS
"i360 links voter information with consumer data purchased from credit bureaus and other vendors. Information from social networks is blended in, along with any interaction the voter may have had with affiliated campaigns and advocacy groups." A top Republican who has been involved in the last eight presidential elections has said, "The Koch operations are the most important non-party political players in the U.S. today, and no one else is even close." The company maintains "state-of-the-art profiles of 250 million Americans," and "The Koch network also has developed in-house expertise in polling, message-testing, fact-checking, advertising, media buying, dial groups and donor maintenance." The cost of having access to this data is unclear, however, there are some indicators. "The average live-dial poll with a sample size of about 700 people can cost a campaign $25,000," according to the Washington Examiner. Oracle (BlueKai) sells advertisements based on i360 data, starting at $3.5 per CPM. This breaks down to $1.5 for data plus $2 for inventory. They require upfront payment if one's budget is under $5,000. Ben Carson paid $11,000 monthly to Demeter Analytic Services, which is funding arm of i360. It is not stated what services he received.
"Deep Root Analytics uncovers the nuances in television viewership by matching key audiences against cable set-top box and smart TV data to produce custom TV ratings for our clients." According to Rebecca Berg of Real Clear Politics "For many campaigns, the cost of working with a firm like Deep Root is prohibitive, as some companies charge up to seven figures for their services -- although lower price points are being introduced as the technology goes more mainstream (Deep Root offers now offers one plan for five figures)." Campaigns can meet and select what programs they wish to advertise on. "Seawright projected an image of the firm’s user platform, which the company built from scratch. This is where a campaign sees what shows and 'dayparts' (the unit of cable purchases, based on the time of day) rank highest among its target audience, and which are the most efficient buys. With a few clicks, a campaign aide can create a list of programs to send to a media buyer." They received $983,000 for services granted by RNC over a period of about 23 months, which comes to around $42,000 per month, from Donald Trump during his campaign. It is unclear what exact services he received.
Targeted Victory is associated with the Republican Party. They Targeted Victory was paid $340,000 by Mike Coffman to run digital and television work from August to November in Colorado during 2014. They have a minimum buy of $15,000 and "automates the entire process of audience targeting, video uploads, ad trafficking, managing media campaign schedules, and ad delivery reporting," through Targeted Engagement. This $15,000 minimum was confirmed in an article by Wall Street Journalist Patrick O' Connor. CTO Pete Sheridan claims that by optimizing television ads campaigns can save between 10 and 20 percent.
CONCLUSION
To wrap it up, there is not a specific price per service for i360, Targeted Victory, and DeepRoot Analytics that can be obtained from trusted media sites, government reports, or market reports. However, one can see examples of the types of services performed and rates charged to campaigns in the past, and that one should expect to pay at least $10,000. Thanks for using Wonder! Please let us know if we can help you with anything else!