Photo: Mitt Romney 2012
The Romney campaign is showing you ads based on how you use the internet.According to a report from The New York Times‘ Jeremy W. Peters, Romney isn’t just using the web to augment they campaigns they are running on television, he is using web ads as a substitute for those campaigns.
According to the Times, Romney’s advisors like to cite a survey from last May which showed that 31 per cent of likely voters had not watched broadcast television “live” during the previous week.
And when they did watch television they were skipping the ads.
So Romney is finding ways to buy the screentime in front of exactly those voters who they think they can get with a little coaxing and showing them specific messages. :
So the campaign set out to identify potential voters who are most likely politically conservative and might vote for Mr. Romney but need more persuasion. Here in Wisconsin, these people will see Web ads with the positive message about Mr. Romney’s economic leadership, but not the one that mocks Mr. Santorum.
The group the campaign has designated as potentially persuadable was culled from surveying thousands of online users about party affiliation, positions on key political issues and opinions about the president. From those responses, the campaign’s outside digital strategy firm,Targeted Victory, was able to narrow down the type of people it wanted: 18 and older, Republican-leaning and strongly dissatisfied with the current administration.
Using the Web histories of the people who fit that profile, Lotame, an audience analytics company the campaign has hired, uses algorithms to find other computer users who might have similar political sentiments based on their browsing. Looking at what these people do online — what they read, where they leave comments and what content they share with friends — all helps refine the sample.
This is the future of political advertising.
In the past campaign speeches often tried to include one line or two to satisfy each type of voter. But increasingly campaigns are figuring out exactly what people like you would need to hear to vote for them, and then giving exactly that message to people exactly like you. Another group of people will hear another message directed explicitly at their concerns.
Here’s the ad the Romney campaign is showing voters who lean Republican but need a little more of a nudge:
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