REDWOOD CITY, Calif.--(BUSINESS WIRE)--Rocket Fuel (NASDAQ:FUEL), a leading programmatic marketing platform provider that uses artificial intelligence (AI) at Big Data scale to optimize marketing ROI for global agencies and enterprise marketers, today announced it has strategically expanded its politics and advocacy group to support the growing demand for its programmatic solutions in the political space.
The team will include 15-20 professionals who will be charged with designing, selling and supporting programmatic solutions for political and advocacy partners in their efforts to create awareness and influence opinion leaders, association members, registered voters, and engaged citizens, in the 2016 election and beyond.
According to a Borrell Associates estimate, online political spending in the U.S. will reach nearly $1 billion in 2016. Knowing when voters are most receptive to persuasion messaging has been shown to allow political advertisers to better target swing voters. In a recently released study, Rocket Fuel found that 36% of voters in five key swing states voted after viewing an online ad. The findings reinforce an increasingly ‘digital first’ political campaign focus and highlight how digital ads play a prominent role in the outcomes of elections.
Rocket Fuel’s politics and advocacy group works with digital political consultancies, on both the right and the left, to drive market-leading performance using Moment Scoring™, its real-time calculation of every moment of influence that optimizes programmatic decisions and learns how to improve them over the life of campaigns. Moment Scoring™ uses Rocket Fuel’s massive Big Data architecture and voter data partner partnerships to access detailed, anonymous information about an individual -- at a precise moment in time when they are most likely to respond to an ad.
Rocket Fuel’s politics and advocacy team is led by recently appointed National Director of Politics and Advocacy J.C. Medici, who has more than 10 years of experience working with top political clients and Fortune 100 brands. Reporting to him will be Director of Strategic Accounts Amanda Whiteman, who has deep online advertising and politics and advocacy experience having worked for Microsoft, AOL U.S. presidential campaigns.
“The positive impact programmatic technologies have had on the success of political and advocacy campaigns is staggering, and our nation’s most influential political think tanks are now turning to Rocket Fuel as their trusted technology partner as they determine their campaign tech strategies,” said Rocket Fuel President Richard Frankel. “We are building out our team in D.C. to support these efforts during the 2016 election and into the future.”
“We have experienced a tremendous uptick in interest in our programmatic solutions among political and advocacy consultancies, driven by broader adoption of programmatic advertising on the consumer marketing front and awareness of the power of programmatic when used in political and advocacy campaigns,” said J.C. Medici, National Director of Politics and Advocacy for Rocket Fuel. “Rocket Fuel is an attractive solution because it remains politically neutral while processing staggering amounts of data and delivering the right ad, in the right context, at the right time - at scale.”
About Rocket Fuel
Rocket Fuel combines the science of Artificial Intelligence with the scale of Big Data to improve the effectiveness of programmatic marketing. Customers trust Rocket Fuel's Marketing That Learns™ technology to achieve brand and direct-response objectives in diverse industries across North America, Latin America, Europe, and APAC. With the acquisition of marketing technology firm [x+1] in September of 2014, Rocket Fuel now offers a complete programmatic marketing platform for the world's most innovative, always-on marketers. The platform includes data management, programmatic media-buying, site optimization, and predictive analytics capabilities that extend across a marketer's paid and owned channels, and personalize every customer interaction. Rocket Fuel operates in more than 20 offices worldwide and trades on the NASDAQ Global Select Market under the ticker symbol "FUEL."