Since the dawn of television, advertising has been a mainstay of American presidential elections. From the first political attack ad, Lyndon Johnson’s infamous ‘Daisy’ spot, to the George W Bush campaign’s John Kerry windsurfing parody, the advertising has become more and more important. With spending reaching record levels, this election was no different. But behind the scenes there has been a revolution in how both side’s ads were targeted and delivered.
Every presidential election can point to big breakthroughs in marketing tactics that are often ahead of their time, but this election was unique in the way it embraced real-time media buying in both the display market, but more significantly video advertising. Read more »