Political Advertisers Dump On Digital

Forget digital. The “people making the decisions” about where political ad dollars are spent don’t even trust cable TV to target voters. That’s according to Michael Beach, cofounder of Targeted Victory -- the digital ad firm blamed for Mitt Romney losing the presidential election in 2012. In some cases, digital should play absolutely no part in campaign advertising, Beach told attendees of MediaPost’s Marketing Politics conference on Tuesday. In many cases, party leaders don’t think new media channels are worth their time. “They’re not at all sophisticated,” Matthew Gagnon, Director of Digital Strategy at the Republican Governor's Association, said of many digital buys.  

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