Powers Interactive

Reflection a couple of weeks after election day is inevitable. But planning for what’s next is where the real impact lies. Political ad strategies evolved quickly this year, as campaigns moved beyond exclusivity, focusing on flexibility and reach. Here’s what this cycle taught us and how it will guide our business in the medium term. Flexes matter Both sides found value in the flex. Trump campaigned in states he would never win, visiting Coachella, the Jersey Shore and the Bronx.

The 2016 presidential election gave Americans a taste of the disinformation, misinformation and platform manipulation that’s coming for political media. These strategies aren’t new, but tactics are more effective than ever. This year, platforms and advertisers are far more sophisticated and have greater reach, with streaming and data-driven media replacing old media that could not target communities of one. Digital ad targeting might only reach 4% of any population in a primary.