20.5: Data-Driven Media Buying

Pay the cost in order to get the payoff of data-driven media buying.

Other Information:

Campaigns must be willing to pay the cost in order to get the payoff of data-driven media buying. Media data can improve efficiencies by 10 to 25 percent, but it is not free — there are the additional costs of data acquisition, analysis and implementation. The human labor costs are the largest component. The Obama media research and buying staff was 5 to 15 times larger than the Romney staff. New online media require much more active staff and daily tweaking than traditional media.

Indicator(s):

Indicator:1

Content