Online Data Helping Campaigns Customize Ads
Posted in: Legal & Security at 22/02/2012 16:02
Political campaigns, which have borrowed tricks from Madison Avenue for decades, are now fully engaged on the latest technological frontier in advertising: aiming specific ads at potential supporters based on where they live, the Web sites they visit and their voting records.
In recent primaries, two kinds of Republican voters have been seeing two different Mitt Romney video ads pop up on local and national news Web sites. The first, called "It's Time to Return American Optimism," showed the candidate on the campaign trail explaining how this was an election "to save the soul of America." It was aimed at committed party members to encourage a large turnout. The second video ad, geared toward voters who have not yet aligned themselves with a candidate, focused more on Mr. Romney as a family man. Versions of the two ads were seen online in Florida, Iowa, New Hampshire and South Carolina.