"Harris traveled to southern Georgia in order to lose by less in those areas, not to win," Rohan Castelino, CMO of adtech platform IRIS.TV told MarTech. The focus is to connect with individual voters regardless of their alignment. This mirrors the strategy used by Senator Raphael Warnock during his 2022 reelection campaign."
"Traditionally, people would look at endemic categories - if it's a sports brand, let's target sports. But what we're seeing is that when you're able to understand, at an individual asset level, what the content is about, you can map on the first-party data profiles of your customers," Castelino explained. This evolution in targeting allows for a wider reach in advertising.
#2024-us-presidential-campaign #kamala-harris #voter-outreach #advertising-strategies #contextual-targeting
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