Study Finds Political Marketing Specialists Lack Visibility About Achieving Goals, Cite Digital Platforms

The volatile nature of the current political climate is creating a corresponding uncertainty for political marketing agencies and consultants to achieve their marketing objectives, finds a survey of 65 "progressive, conservative and non-partisan" specialists surveyed by digital media-buying processor Centro in April.

Only 6% said it's having no impact on their capabilities, while 76% said they are, but they aren't even sure what the impact will be.

Overall, the report finds that the "shifting policies of digital platforms" is their top concern, and ironically that they end up taking most of their political ad spending even as they cause "more complexity and confusion for the industry," according to 81% of the respondents (see responses for "top concerns" below).

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