It’s being pitched as “an enhanced political digital advertising solution” powered by political data and analytics provider Aristotle, and it will integrate Aristotle’s consumer intelligence into Gray Media‘s “Political 360” platform.
This, says the publicly traded broadcast TV station licensee, offers those seeking higher office a “go-to-market strategy, empowering candidates, issues, and advocacy organizations to connect with the right constituents with greater precision across digital channels.”
Gray believes its new Political 360 strategy is designed to equip advertisers to move beyond broad demographic targeting and instead activate more precise voter audience segments aligned to campaign goals. “The data-driven approach improves campaign efficiency across devices and platforms, reduces wasted impressions, and creates a meaningful differentiator for Gray,” it says.
For Gray Chief Digital Officer Mike Braun, combining Gray’s “local market strength and expertise with Aristotle’s trusted, continuously updated voter intelligence” can help campaigns “engage their right voters at the right time with the right message.”
Through Political 360, Gray taps into Aristotle’s national databases, including the National Voter File and National Consumer File. “These datasets enable Gray to support campaign strategies such as targeting party-specific voters within a district during a primary window,” Gray Media says.
