In 2012 Obama and Romney both ran addressable TV ad campaigns.
They both decided to target undecided voters in the purple states, versus red states (Republican) and blue states (Democrat), in their ad campaigns.
Obama went further to target specific purple counties within those purple states. And then he went even deeper to use eight different ads to target specific audiences based on income, ethnicity and gender.
Post election, Obama’s staff analyzed the addressable campaign and determined it was 5 times more effective in drawing out voters than their conventional television efforts.
Addressable advertising is a winner, and so was Obama!