As Viewing Habits Change, Political Ads Switch Screens

“The Romney campaign and a team of online behavior analysts have spent 18 months trying to fight television advertising’s law of diminishing returns, sifting through data on the browsing habits of tens of millions of computer users as the campaign builds a richly detailed cache of potential supporters.

In doing so, Mr. Romney’s strategists are hoping to turn the Web into a political persuasion tool, signaling a shift in the way modern campaigns view digital advertising. It is no longer merely a supplement for traditional media like television. In some cases, it is a substitute entirely.” (Jeremy W. Peters, NYTimes.com)

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3 Responses to As Viewing Habits Change, Political Ads Switch Screens

  1. Maggy Failing says:

    Romney’s presidential campaigne and his use of online advertising as a means of political perssuation seem similar to Barak Obama’s use of social networking and online cmpaigning in the 2008 election. Both candidates are smart to see the evolution of political influence from television ads to online viral campaignes in order to gain a stronger following and reach a younger target market of voters.

  2. Erik Ford says:

    The political ad is probably the pinnacle of the, ” I am being manipulated” feeling I get from advertising. There are two sides to every story but with these ads I don’t feel that I am getting full disclosure on even one of them. Still, I am as gullible as the next guy, I am sure on some level this stuff works on me.

  3. J Scheifla says:

    If I were one of Romney’s “behavior analysts” I would suggest that he and his campaign be mindful of the fact that “new media” (i.e. digital interactivity) is a double-edged sword. A quick Google search turned up some very telling statistics:

    http://elections.huffingtonpost.com/
    http://elections.nytimes.com/2012/campaign-finance

    The statistics show no correlation between social media activity and political success (presumably where much of Romney’s team’s efforts lie), nor do they indicate the kind of fiscal responsibility promised in the above ad, do they? Spending over $68 million (five times the amount of the next highest vote getter) for a spot in the general election? I’m still waiting to be persuaded, Mr. Romney.

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