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»Presidential Campaign

Paid Media Kicks In (A Little) As Trump Shows Signs Of Weakness

When Reuters reported last month that the Koch brothers’ organization, Freedom Partners, would sit out the remainder of the primary, the reason given was a worry that “spending millions of dollars attacking Trump would be money wasted, since they had not yet seen any attack on Trump stick.” Political insiders now expect a change in... Continue reading »

by James Hercher // April 12th, 2016 //
»
Three Big Web Companies Are Dominating Political Ad Budgets

Google, Facebook and Twitter have become powerful platforms for political candidates, and each has earned a line item on every campaign's media plan. But it may require another election cycle before smaller players can break into the big time. In 2015, Borrell Research predicted $1.1 billion would be spent by political buyers on digital media... Continue reading »

by James Hercher // March 15th, 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 //
»
 

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