{"id":17582,"date":"2024-02-19T07:12:42","date_gmt":"2024-02-19T06:12:42","guid":{"rendered":"https:\/\/thesmartcityjournal.cibeles.net\/sin-categoria\/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising\/"},"modified":"2024-02-18T19:02:22","modified_gmt":"2024-02-18T18:02:22","slug":"deep-data-and-big-money-are-driving-a-new-era-in-political-advertising","status":"publish","type":"post","link":"https:\/\/www.thesmartcityjournal.com\/en\/articles\/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising","title":{"rendered":"Deep data \u2014 and big money \u2014 are driving a new era in political advertising"},"content":{"rendered":"

TV ads shaped by social science-based testing can have a powerful impact on voter attitudes, new research finds<\/p>\n

In the rarefied realm of political campaigns, every election brings complex challenges to the experts who shape a candidate\u2019s advertising strategy. Their standard practice has been to show prospective ads to a small focus group, get feedback, and then follow their instincts to choose the best ads.<\/p>\n

But according to a new study co-authored at UC Berkeley, even experienced consultants don\u2019t reliably know what works, and the impact of their television ads is unpredictable. As a result, the researchers say, campaigns today are investing millions of dollars in rigorous, science-based experiments on how potential voters\u2019 attitudes and behavior change in response to specific ads.<\/p>\n

The study \u201cgives us a unique window into what’s actually going on in political advertisements,\u201d said Berkeley political scientist David Broockman, lead co-author of the new study. \u201cDo these assessments really help? Are they over-hyped? Our answer is: These tools can help a lot. They can give campaigns a real edge.\u201d<\/p>\n

Broockman, in an interview, said ads developed with these new content-shaping systems can \u201ceasily double the effectiveness of their advertising spending\u201d \u2014 and be enough to swing the outcome of a close election.<\/p>\n

At the same time, the dramatic evolution in such persuasion tools has \u201cimportant implications for American elections and democracy,\u201d the authors write. \u201cBecause experimentation allows campaigns to increase the effectiveness of their advertising spending, experimentation increases the influence of money in elections, with benefits that redound principally to the best-funded campaigns.\u201d<\/p>\n

The new research \u2014 \u201cHow experiments help campaigns persuade voters: evidence from a large archive of campaigns\u2019 own experiments\u201d<\/a> \u2014 was published online in the American Political Science Review <\/em>on <\/em>Feb. 9, 2024. The study follows another article<\/a> co-authored by Broockman, released last fall, which found that campaign experts generally \u201chave poor intuitions about how to persuade.\u201d<\/p>\n

Old-school political ads: art, science \u2014 and guesswork?<\/h2>\n

In the interview, Broockman described political communication practices that have been standard in recent decades. Experts would produce an advertisement, using their experience to guide key decisions. For example: Focus on policy, or the candidate\u2019s personality? Use a celebrity messenger, or the voices of common folk? Use positive messaging, or go negative?<\/p>\n

They would then assemble a focus group of 10 or 15 people who might represent that target audience \u2014 union members, perhaps, or suburban soccer moms or young voters. They would show that ad to the focus group, get reactions, then tweak the ad based on the response.<\/p>\n

The process relied heavily on the experts\u2019 gut instincts<\/h2>\n

For their study, Broockman and his co-authors reached an agreement with Swayable<\/a>, one of the firms that offers \u201ccreative testing\u201d of political content before it is released to the public.<\/p>\n

The company provided access to data on 617 advertisements prepared by 51 political campaigns in 2018 and 2020, including the 2020 presidential campaign. The researchers knew that all of the ads were for Democratic candidates, but the data otherwise did not reveal the candidates\u2019 identities. In all, more than a half-million potential voters reviewed the ads for Swayable.<\/p>\n

What Broockman and his colleagues found is that most of the old assumptions about effective campaign communication did not hold up to scrutiny.<\/p>\n

The problem, he said, is that in any election year, the context of any individual race is constantly changing. The issues change, or the mood of the voters changes. Candidates\u2019 attacks and defenses change based on the prominent issues, the climate or on sudden, one-time developments.<\/p>\n

\u201cIs it better to focus on the candidate\u2019s policies or personality?\u201d Broockman asked. \u201cIs it better to have a testimonial, or not? What we\u2019re finding \u2014 from the big picture to the stuff in the weeds \u2014 is that there is no answer. Because the answer basically changes all the time.\u201d<\/p>\n

The authors used Swayable data to develop a complex, full-page table showing how dozens of different factors registered on voters\u2019 attitudes and voting decisions. The results were striking.<\/p>\n

For example, in the 2018 races for U.S. House and Senate seats, ads focusing on issues were highly effective. Two years later, though, as President Donald Trump was challenged by Democrat Joe Biden, issue-based ads didn\u2019t have the same effect on voters\u2019 decisions in the presidential race or in congressional races.<\/p>\n

Having a woman as the \u201cmessenger\u201d in ads had a significant impact on voter attitudes and voting decisions in the 2020 Trump-Biden match, but wasn\u2019t important in down-ballot contests. Ads that were \u201cpushy\u201d were effective in the presidential vote, but again, not in the down-ballot races.<\/p>\n

A better ad can win a close race<\/h2>\n

The old approach seems almost quaint compared to the high-speed, data-driven experimentation now emerging.<\/p>\n

Data-driven analysis done by Swayable and other companies is valuable because it can tease out even subtle impacts from advertising and do it quickly enough to have an almost immediate impact on the race.<\/p>\n

Broockman offered an illustration: A campaign team develops a batch of ads, then takes them to specialty firms, such as Swayable, for evaluation. The firms assemble thousands of viewers to watch each iteration, and often within 24 hours, these social science experiments can discern which of the ads has the most power to persuade.<\/p>\n

If factors in the 2018 and 2020 elections were shifting and inconsistent, then social science experimentation to sharpen persuasion campaigns has enormous value. \u201cChoosing an above-average ad over a below-average ad could still easily determine the outcome of a close election,\u201d the authors wrote.<\/p>\n

That\u2019s why they emphasized that the emerging tools amplify the effect of money on the political system. \u201cCampaigns may increasingly have success at finding ads that persuade,\u201d they argued, \u201cbut the benefits of this technology accrue principally to the campaigns with the financial resources to deploy the ads they select at the greatest scale.\u201d<\/p>\n

Source: By <\/em>Edward Lempinen<\/em><\/a> https:\/\/news.berkeley.edu\/<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

TV ads shaped by social science-based testing can have a powerful impact on voter attitudes, new research finds In the rarefied realm of political campaigns, every election brings complex challenges to the experts who shape a candidate\u2019s advertising strategy. Their standard practice has been to show prospective ads to a small focus group, get feedback,\u2026<\/p>\n","protected":false},"author":2,"featured_media":17581,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_scj_primary_category_id":130,"_scj_featured":true,"_scj_featured_from":"","_scj_featured_until":"","_scj_featured_order":337,"_scj_visibility_class":"current","_scj_layout_family":"standard","_scj_article_style":"","_scj_display_overrides":[],"_scj_intro_image_id":17581,"_scj_intro_alt":"Deep data \u2014 and big money \u2014 are driving a new era in political advertising","_scj_intro_caption":"","_scj_intro_class":"","_scj_intro_float":"","_scj_full_image_id":17581,"_scj_full_alt":"Deep data \u2014 and big money \u2014 are driving a new era in political advertising","_scj_full_caption":"","_scj_full_class":"","_scj_full_float":"","_scj_media_type":"","_scj_media_provider":"","_scj_media_external_id":"","_scj_media_url":"","_scj_media_poster_id":0,"_scj_media_width":0,"_scj_media_height":0,"_scj_media_aspect_ratio":"","_scj_media_description":"","_scj_gallery_items":[],"_scj_related_post_ids":[],"_scj_additional_authors":[],"scj_layout_family":"standard","scj_media_provider":"","scj_media_url":"","scj_full_caption":"","footnotes":""},"categories":[130],"tags":[],"class_list":["post-17582","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles"],"yoast_head":"\nDeep data \u2014 and big money \u2014 are driving a new era in political advertising - thesmartcityjournal.com<\/title>\n<meta name=\"description\" content=\"In the rarefied realm of political campaigns, every election brings complex challenges to the experts who shape a candidate\u2019s advertising strategy. Their standard practice has been to show prospective ads to a small focus group, get feedback, and then follow their instincts to choose the best ads.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.thesmartcityjournal.com\/en\/articles\/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Deep data \u2014 and big money \u2014 are driving a new era in political advertising - thesmartcityjournal.com\" \/>\n<meta property=\"og:description\" content=\"In the rarefied realm of political campaigns, every election brings complex challenges to the experts who shape a candidate\u2019s advertising strategy. Their standard practice has been to show prospective ads to a small focus group, get feedback, and then follow their instincts to choose the best ads.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.thesmartcityjournal.com\/en\/articles\/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising\" \/>\n<meta property=\"og:site_name\" content=\"thesmartcityjournal.com\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/thesmartcityjournal\" \/>\n<meta property=\"article:published_time\" content=\"2024-02-19T06:12:42+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.thesmartcityjournal.com\/wp-content\/uploads\/2024\/02\/Deepdata_TV.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Redacci\u00f3n de The Smart City Journal\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@SmartCityJour_\" \/>\n<meta name=\"twitter:site\" content=\"@SmartCityJour_\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Redacci\u00f3n de The Smart City Journal\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/en\\\/articles\\\/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/en\\\/articles\\\/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising\"},\"author\":{\"@type\":\"Organization\",\"name\":\"Redacci\u00f3n de The Smart City Journal\",\"url\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/en\\\/author\\\/smart-city\"},\"headline\":\"Deep data \u2014 and big money \u2014 are driving a new era in political advertising\",\"datePublished\":\"2024-02-19T06:12:42+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/en\\\/articles\\\/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising\"},\"wordCount\":991,\"publisher\":{\"@id\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/en#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/en\\\/articles\\\/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/wp-content\\\/uploads\\\/2024\\\/02\\\/Deepdata_TV.jpg\",\"articleSection\":[\"Articles\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/en\\\/articles\\\/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising\",\"url\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/en\\\/articles\\\/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising\",\"name\":\"Deep data \u2014 and big money \u2014 are driving a new era in political advertising - thesmartcityjournal.com\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/en#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/en\\\/articles\\\/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/en\\\/articles\\\/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/wp-content\\\/uploads\\\/2024\\\/02\\\/Deepdata_TV.jpg\",\"datePublished\":\"2024-02-19T06:12:42+00:00\",\"description\":\"In the rarefied realm of political campaigns, every election brings complex challenges to the experts who shape a candidate\u2019s advertising strategy. Their standard practice has been to show prospective ads to a small focus group, get feedback, and then follow their instincts to choose the best ads.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/en\\\/articles\\\/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.thesmartcityjournal.com\\\/en\\\/articles\\\/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/en\\\/articles\\\/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising#primaryimage\",\"url\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/wp-content\\\/uploads\\\/2024\\\/02\\\/Deepdata_TV.jpg\",\"contentUrl\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/wp-content\\\/uploads\\\/2024\\\/02\\\/Deepdata_TV.jpg\",\"width\":1280,\"height\":800,\"caption\":\"Deep data \u2014 and big money \u2014 are driving a new era in political advertising\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/en\\\/articles\\\/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/en\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Deep data \u2014 and big money \u2014 are driving a new era in political advertising\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/en#website\",\"url\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/en\",\"name\":\"thesmartcityjournal.com\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/en#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/en?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":[\"Organization\",\"NewsMediaOrganization\"],\"@id\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/en#organization\",\"name\":\"thesmartcityjournal.com\",\"url\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/en\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/en#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/logo-smart-city-journal-1.png\",\"contentUrl\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/logo-smart-city-journal-1.png\",\"width\":346,\"height\":91,\"caption\":\"thesmartcityjournal.com\"},\"image\":{\"@id\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/en#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/thesmartcityjournal\",\"https:\\\/\\\/x.com\\\/SmartCityJour_\",\"https:\\\/\\\/www.instagram.com\\\/thesmartcityjournal_\\\/\",\"https:\\\/\\\/www.tiktok.com\\\/@thesmartcityjournal\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/the-smart-city-journal\\\/\",\"https:\\\/\\\/www.youtube.com\\\/channel\\\/UCIPTMzK206pVFxMNjO7SSxw\"]},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/en#\\\/schema\\\/person\\\/39c9da1aeac1b5c2d179ef9e4e293cf4\",\"name\":\"Redacci\u00f3n de The Smart City Journal\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/?s=96&d=mm&r=g\",\"caption\":\"Redacci\u00f3n de The Smart City Journal\"},\"description\":\"Equipo de redacci\u00f3n de The Smart City Journal.\",\"url\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/en\\\/author\\\/smart-city\"},{\"@type\":\"SiteNavigationElement\",\"@id\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/en#site-navigation\",\"cssSelector\":[\".cib-main-menu\"]},{\"@type\":\"WPHeader\",\"@id\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/en#header\",\"cssSelector\":[\".cib-header\"]},{\"@type\":\"WPFooter\",\"@id\":\"https:\\\/\\\/www.thesmartcityjournal.com\\\/en#footer\",\"cssSelector\":[\".cib-footer\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Deep data \u2014 and big money \u2014 are driving a new era in political advertising - thesmartcityjournal.com","description":"In the rarefied realm of political campaigns, every election brings complex challenges to the experts who shape a candidate\u2019s advertising strategy. Their standard practice has been to show prospective ads to a small focus group, get feedback, and then follow their instincts to choose the best ads.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.thesmartcityjournal.com\/en\/articles\/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising","og_locale":"en_US","og_type":"article","og_title":"Deep data \u2014 and big money \u2014 are driving a new era in political advertising - thesmartcityjournal.com","og_description":"In the rarefied realm of political campaigns, every election brings complex challenges to the experts who shape a candidate\u2019s advertising strategy. Their standard practice has been to show prospective ads to a small focus group, get feedback, and then follow their instincts to choose the best ads.","og_url":"https:\/\/www.thesmartcityjournal.com\/en\/articles\/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising","og_site_name":"thesmartcityjournal.com","article_publisher":"https:\/\/www.facebook.com\/thesmartcityjournal","article_published_time":"2024-02-19T06:12:42+00:00","og_image":[{"width":1280,"height":800,"url":"https:\/\/www.thesmartcityjournal.com\/wp-content\/uploads\/2024\/02\/Deepdata_TV.jpg","type":"image\/jpeg"}],"author":"Redacci\u00f3n de The Smart City Journal","twitter_card":"summary_large_image","twitter_creator":"@SmartCityJour_","twitter_site":"@SmartCityJour_","twitter_misc":{"Written by":"Redacci\u00f3n de The Smart City Journal","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.thesmartcityjournal.com\/en\/articles\/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising#article","isPartOf":{"@id":"https:\/\/www.thesmartcityjournal.com\/en\/articles\/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising"},"author":{"@type":"Organization","name":"Redacci\u00f3n de The Smart City Journal","url":"https:\/\/www.thesmartcityjournal.com\/en\/author\/smart-city"},"headline":"Deep data \u2014 and big money \u2014 are driving a new era in political advertising","datePublished":"2024-02-19T06:12:42+00:00","mainEntityOfPage":{"@id":"https:\/\/www.thesmartcityjournal.com\/en\/articles\/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising"},"wordCount":991,"publisher":{"@id":"https:\/\/www.thesmartcityjournal.com\/en#organization"},"image":{"@id":"https:\/\/www.thesmartcityjournal.com\/en\/articles\/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising#primaryimage"},"thumbnailUrl":"https:\/\/www.thesmartcityjournal.com\/wp-content\/uploads\/2024\/02\/Deepdata_TV.jpg","articleSection":["Articles"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.thesmartcityjournal.com\/en\/articles\/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising","url":"https:\/\/www.thesmartcityjournal.com\/en\/articles\/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising","name":"Deep data \u2014 and big money \u2014 are driving a new era in political advertising - thesmartcityjournal.com","isPartOf":{"@id":"https:\/\/www.thesmartcityjournal.com\/en#website"},"primaryImageOfPage":{"@id":"https:\/\/www.thesmartcityjournal.com\/en\/articles\/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising#primaryimage"},"image":{"@id":"https:\/\/www.thesmartcityjournal.com\/en\/articles\/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising#primaryimage"},"thumbnailUrl":"https:\/\/www.thesmartcityjournal.com\/wp-content\/uploads\/2024\/02\/Deepdata_TV.jpg","datePublished":"2024-02-19T06:12:42+00:00","description":"In the rarefied realm of political campaigns, every election brings complex challenges to the experts who shape a candidate\u2019s advertising strategy. Their standard practice has been to show prospective ads to a small focus group, get feedback, and then follow their instincts to choose the best ads.","breadcrumb":{"@id":"https:\/\/www.thesmartcityjournal.com\/en\/articles\/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.thesmartcityjournal.com\/en\/articles\/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.thesmartcityjournal.com\/en\/articles\/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising#primaryimage","url":"https:\/\/www.thesmartcityjournal.com\/wp-content\/uploads\/2024\/02\/Deepdata_TV.jpg","contentUrl":"https:\/\/www.thesmartcityjournal.com\/wp-content\/uploads\/2024\/02\/Deepdata_TV.jpg","width":1280,"height":800,"caption":"Deep data \u2014 and big money \u2014 are driving a new era in political advertising"},{"@type":"BreadcrumbList","@id":"https:\/\/www.thesmartcityjournal.com\/en\/articles\/deep-data-and-big-money-are-driving-a-new-era-in-political-advertising#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.thesmartcityjournal.com\/en"},{"@type":"ListItem","position":2,"name":"Deep data \u2014 and big money \u2014 are driving a new era in political advertising"}]},{"@type":"WebSite","@id":"https:\/\/www.thesmartcityjournal.com\/en#website","url":"https:\/\/www.thesmartcityjournal.com\/en","name":"thesmartcityjournal.com","description":"","publisher":{"@id":"https:\/\/www.thesmartcityjournal.com\/en#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.thesmartcityjournal.com\/en?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":["Organization","NewsMediaOrganization"],"@id":"https:\/\/www.thesmartcityjournal.com\/en#organization","name":"thesmartcityjournal.com","url":"https:\/\/www.thesmartcityjournal.com\/en","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.thesmartcityjournal.com\/en#\/schema\/logo\/image\/","url":"https:\/\/www.thesmartcityjournal.com\/wp-content\/uploads\/2026\/09\/logo-smart-city-journal-1.png","contentUrl":"https:\/\/www.thesmartcityjournal.com\/wp-content\/uploads\/2026\/09\/logo-smart-city-journal-1.png","width":346,"height":91,"caption":"thesmartcityjournal.com"},"image":{"@id":"https:\/\/www.thesmartcityjournal.com\/en#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/thesmartcityjournal","https:\/\/x.com\/SmartCityJour_","https:\/\/www.instagram.com\/thesmartcityjournal_\/","https:\/\/www.tiktok.com\/@thesmartcityjournal","https:\/\/www.linkedin.com\/company\/the-smart-city-journal\/","https:\/\/www.youtube.com\/channel\/UCIPTMzK206pVFxMNjO7SSxw"]},{"@type":"Organization","@id":"https:\/\/www.thesmartcityjournal.com\/en#\/schema\/person\/39c9da1aeac1b5c2d179ef9e4e293cf4","name":"Redacci\u00f3n de The Smart City Journal","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/?s=96&d=mm&r=g","caption":"Redacci\u00f3n de The Smart City Journal"},"description":"Equipo de redacci\u00f3n de The Smart City Journal.","url":"https:\/\/www.thesmartcityjournal.com\/en\/author\/smart-city"},{"@type":"SiteNavigationElement","@id":"https:\/\/www.thesmartcityjournal.com\/en#site-navigation","cssSelector":[".cib-main-menu"]},{"@type":"WPHeader","@id":"https:\/\/www.thesmartcityjournal.com\/en#header","cssSelector":[".cib-header"]},{"@type":"WPFooter","@id":"https:\/\/www.thesmartcityjournal.com\/en#footer","cssSelector":[".cib-footer"]}]}},"_links":{"self":[{"href":"https:\/\/www.thesmartcityjournal.com\/en\/wp-json\/wp\/v2\/posts\/17582","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesmartcityjournal.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesmartcityjournal.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesmartcityjournal.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesmartcityjournal.com\/en\/wp-json\/wp\/v2\/comments?post=17582"}],"version-history":[{"count":0,"href":"https:\/\/www.thesmartcityjournal.com\/en\/wp-json\/wp\/v2\/posts\/17582\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thesmartcityjournal.com\/en\/wp-json\/wp\/v2\/media\/17581"}],"wp:attachment":[{"href":"https:\/\/www.thesmartcityjournal.com\/en\/wp-json\/wp\/v2\/media?parent=17582"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesmartcityjournal.com\/en\/wp-json\/wp\/v2\/categories?post=17582"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesmartcityjournal.com\/en\/wp-json\/wp\/v2\/tags?post=17582"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}