Online advertising has played a big role in the 2012 election. In a new article from POLITICO, our co-founder and digital director for the Romney campaign Zac Moffatt explains the Romney campaign’s online advertising strategy:
What we look to is how [Romney political director Rich Beeson] and his political team breaks down the state, how our strategy team breaks down the state, and augment that as best we can…
When a person views a website or enters a search term, he or she sees online advertisements that pertain to issues concerning his or her state. These targeted online advertisements are designed to reach specific groups of voters more effectively by pertaining to the issues that they want more information. Moffatt describes the main group of voters the Romney campaign uses targeted online advertisements to reach:
We’ve moved our ad strategy really over from persuasion to mobilization…Eighty or 90 percent of our budget within there is just heavily turning to people who haven’t voted and who we want to vote…We have taken into consideration actions people have taken to this point, voting being a huge determinant, and we’ve gone into our files and taken out people we believe have voted already
By deploying advertisements specific to different states, the Romney campaign can target specific voters and encourage them to vote on November 6. They can also stop distributing ads to voters who have already voted. Campaigns are using targeted online advertising as a mobilization tool to reach voters in specific geographical locations.