Forget TV Ads: Romney Hunts Supporters Online

And they are largely quiz-taking, photo-sharing home repair fans
By Matt Cantor,  Newser Staff
Posted Apr 2, 2012 3:14 PM CDT
Forget TV Ads: Romney Hunts Supporters Online
Mitt Romney speaks to a crowd at a town-hall style campaign event in, Madison, Wis., Sunday, April 1, 2012.   (AP Photo/Steven Senne)

Likely voters are watching live TV less and less, and political campaigns are responding with aggressive online tactics in what could be "the first truly digital election," says an analyst. Mitt Romney is looking for the right Internet audience to target his ads—but rather than pursuing advertisements on particular sites, his campaign is examining the online habits of potential supporters, the New York Times notes. "We are site agnostic and audience specific," says a strategist.

In Wisconsin, the Romney campaign is working with audience analytics firm Lotame to use people's web histories to target ads among Republican-leaning, anti-Obama adults. That has helped them learn some highly specific facts about their likely supporters: It seems they enjoy news and entertainment web quizzes, photo-sharing, and literature. They're also interested in home repair and raising kids. Those who are less likely to be interested in Romney ads: Video gamers and jazz fans who visit casinos and bowling alleys. Click through for more on Romney's online targeting techniques. (More Mitt Romney stories.)

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