Just in time for the presidential election, ValueClick Media today announced the launch of GoVote, an advertising product aimed at political marketers.
A product of the media division of ValueClick Inc., the publicly owned digital marketing company in Westlake Village, GoVote is designed to enable political advertisers to acquire and influence campaign donors, volunteers and voters, and gain insights for future campaigns, ValueClick said.
GoVote will leverage ValueClick's optimization engine, its database of anonymous consumer profiles and its online audience reach, allowing political marketers to target and measure online campaigns across 88 percent of online registered voters and 92 million politically active Americans, the company said.
GoVote will also enable political marketers to build donor and volunteer lists, target and optimize campaigns by political party affiliation, congressional district and other politically relevant metrics, and deliver their message through display, video, mobile, and social media channels.
Through ValueClick Media's partnership with Vizu, GoVote will also deliver real-time feedback to help political marketers assess their ad campaign's influence on voter intent. These insights give marketers the ability to adjust their messaging on-the-fly for maximum effect.
ValueClick recently established a direct sales force presence in Washington, D.C. to market the new product. Leading the effort will be Mark Failla, an online advertising veteran with political advertising sales experience. Prior to joining ValueClick Media, Failla was responsible for political and government sales at Advertising.com, an AOL company.
Failla said he expects GoVote to be an immediate player in the political digital advertising space. "In addition to choosing a president this year, U.S. voters will decide on 435 congressional and 33 senate seats, eleven gubernatorial races, and many more state and local races,” he said in a statement. “Political marketers are seeking more efficient and effective ways to deliver and optimize their messages to their constituents, and GoVote provides everything they need in this important election cycle."