Complete Story
02/05/2016
Political advertisers must take mobile seriously now
Poor Iowa. Quadrennially, it's the Midwestern state that gets most bombarded with political ads, with Republican and Democratic voters being the prime targets of presidential campaigns ahead of next week's caucuses.
As the 2016 race for the White House continues, the most expensive race in history is still a boon for television air time. But a new national survey of likely voters by Rubicon Project found that the shift to digital should no longer be ignored—and campaigns that pay attention could be rewarded at the polls.
"This is the first election where having effective mobile engagement really moves from a nice-to-have to a must-have," said Dallas Lawrence, svp at Rubicon Project. "It was nice to have in 2012, it was nice to have in 2014, but it really is a must-have in 2016. What this means is this really becomes the year that media buyers move off of autopilot when it comes to developing the right media mix to reach voters today."
