On data driving advertising innovation

Yet more analysis of the marketing science behind Obama’s reelection

Fred Bucher, who runs the marketing group for Time Warner Cable Media Sales, said the week before Election Day that the Obama campaign began buying spots on TV Land, which he described as “20 networks deep” from the typical presidential campaign buy. Obama’s was no typical presidential campaign, though. The campaign combined its social and digital data with Time Warner’s set-top box data to determine that the people watching TV Land are an untapped voter base of people likely to vote for Obama but not likely to vote in the first place. —Even at CES, Marketers Grapple With Innovative Advertising