Jul 20, 2020

Audience Spotlight Campaign: Vote by Mail Audiences

Author: Deep Root Analytics

By now, we all expect COVID-19 to impact how voters cast their ballot this fall, with a likely sharp increase in voting by mail across the country. At Deep Root, we aim to help our clients navigate these changes, understand their potential electoral impact, and reach the right audience even as the electorate transforms.

Given the electorate’s shifting attitudes toward voting in person versus voting by mail, as well as varying state government restrictions, targeting vote by mail audiences has never been more important.

Below are 3 relevant segments from our taxonomy that can help your paid advertising campaign effectively reach VBM audiences:

  • Likely Vote by Mail – All voters who are likely to vote by mail in the upcoming election.
  • GOP Mail Push – Mid to low propensity voters who lean Republican and are more likely to vote if voting by mail is their only option.
  • GOP Mail Volatile – Higher propensity voters who lean Republican, but are less likely to vote if voting by mail is their only option.

These topical and scalable audiences can be targeted at every phase of your paid media campaign and leveraged across all screens – including addressable television, over-the-top and connected TV, programmatic digital, and social channels. To learn more about how you can activate these premium audiences for all of your paid advertising, please contact Nate Romberg, Deep Root’s Director of Partnership Sales, at [email protected].


Not targeting any vote by mail audiences? Take a look at our full standard taxonomy to discover other audiences that might be helpful to your ongoing audience targeting efforts. Deep Root has extensive experience in building highly-scalable audiences that can be targeted across all screens – from linear television to Advanced TV and traditional digital. Deep Root’s political and voter issue audiences are always anonymized in order to protect privacy and identity.