$18 billion dollars — that is what experts forecast will be spent in 2024 by candidates and political organizations. But in a stunning new book, Reinventing Political Advertising, strategist and consultant Hal Malchow provides a rigorous look at the cost-benefit analysis of political advertising as it is now practiced. He argues that as currently designed and used, paid political advertising generates somewhat meager results. He urges practitioners to pay attention to research that could make ads much more effective. 

The webinar considered some key questions posed by Hal and discussed in his book:  What has gone wrong? What needs fixing? Hal makes the case that the answers to these questions could reshape results in 2024 campaigns.

Aaron Strauss, former Executive Director of the Analyst Institute and current Program Director at OpenLabs, will join us and give his views as one of the key players in Future Forward, the independent effort supporting President Biden with millions in advertising dollars.