Alter emphasizes that low-propensity voters are pivotal in elections, highlighting that their impact usually sways a mere 300,000 to 500,000 votes, a crucial margin.
Despite the disappointing election outcome, Alter is skeptical that political advertisers will genuinely learn from this experience, indicating a need for deeper insights into digital marketing.
Alter critiques the focus on persuasion over effective outcomes in political advertising, noting that many campaigns prioritize CTV spending over measurable digital channels.
Alter describes her organization's approach as performance marketing, which stands in contrast to traditional political methods, emphasizing targeting low-propensity voters for better turnout results.
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