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Trump Beat His Data-Savvy Rivals, But They Can Still Punch Back

While Ted Cruz’s suspended campaign committee endures to manage assets like fundraiser lists and voter profiles, it has no intention of contributing anything but the bare minimum of its valuable data to the RNC and its voter-file vendor, the Data Trust, said sources with knowledge of the Cruz committee’s plans. The Cruz committee is not... Continue reading »
by James Hercher // August 2nd, 2016 //
»
Despite More Mass Media, Voters Are Harder Than Ever To Reach

The extreme fragmentation of digital media is tougher on national political campaigns than on brand advertisers. Because political campaigns must fight for every vote (at least once the primaries are done), discrete audiences that a brand marketer might dismiss as too difficult or small are essential to the political advertiser. The 3% of American adults that still connect... Continue reading »
by James Hercher // February 16th, 2016 //
»
How Digital Video Is Developing In A Political World That Prefers TV

Unlike earned digital media, which is reinventing political campaigns, presidential candidates tend to view digital video as support for their flashy TV advertising. “The hope for digital, in my opinion,” said John Randall, VP of digital at the right-leaning agency CRAFT, “is that by 2020 we don’t even see a difference between TV and online or mobile video ads. But... Continue reading »
by James Hercher // February 2nd, 2016 //
»

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