Goodway Group Employs New Approach to Reach Independent Voters Online
Washington, DC - August 5, 2010 – Goodway Group, an 80-year-old marketing services company that owns and operates three ad networks, Beep! Automotive, SWAY Political, and IvyPixel, today announced its expansion to Washington DC - providing the first opportunity for political advertisers to effectively reach Independent voters with significantly reduced spill to registered Democratic or GOP voters compared to other media.
Using a dual source data approach, Goodway Group’s SWAY Political Network reaches Independents while they are deep in the decision-making process. Using behavioral data, Goodway Group reveals where Independents are actively engaging online. While these sites have a significant number of Independent visitors, they also serve Republican and Democratic voters. To effectively reach the target market of Independent voters at each site, Goodway layers the user-specific data to identify the Republican and Democratic users and exclude them – serving ads only to undeclared and Independents.
“Buying inventory on a site doesn’t mean you will reach your target audience,” said Goodway Group COO Jay Friedman. “You also need to limit the exposure on the given site to people that are truly Independent voters as indicated by their information on various profile pages. “
According to eVoter Institute, expectations for political consultants to run online campaigns in 2010 is higher than ever, with Independents ranking higher than Republicans and Democrats in online political activities such as donating to a candidate or cause, viewing online videos about candidates, and sending an email to a candidate/politician about their concerns. The study also revealed that voters still hold online ads above social networking sites as a method of engagement.
“Wasting time and resources on the latest and greatest online strategy can be fatal to a political campaign,” said Friedman. “Goodway ensures each online political campaign is budgeted, staffed and prioritized properly to become a winning combination for any candidate.”
About Goodway Group
Goodway Group is a third-generation, 80-year-old marketing services company that owns and operates three ad networks, Beep! Automotive, SWAY Political, and IvyPixel. With more than thirty years of specialized experience in retail marketing, Goodway brings and applies its wealth of experience in retail marketing to online media to deliver measurable, effective results.
The company headquarters are located in Jenkintown, PA, just 10 miles north of Philadelphia with regional offices located in Atlanta, Austin, Boston, Dallas, Detroit, San Francisco, Los Angeles, New York, Minneapolis, Philadelphia, and Washington DC. For more information, visit www.goodwaygroup.com
