We have science now that shows that the old marketing ways are maybe maladaptive to our current environment. Most media buyers are running their shops - with a few exceptions - like it was 2004.

Americans are spending more and more of their hyper-stressed days commuting. And, according to a 2012 study by three political scientists, commuting deters political participation, especially among lower-income citizens. They found that "time spent commuting involves a higher degree of depletion of psychological resources and incurrence of negative emotions than time spent on the job."

On both ends of the media consumption spectrum sit two groups: those that gather news and information exclusively from live TV, and those who forsake live TV almost entirely for internet content. Great solutions for reaching both groups already exist, and a solid campaign's media plan should offer solutions to reach both blocs of likely voters.