US: With the rise of location-based technology, 2012 elections can shake up the way that candidates connect with voters via targeted advertising. “Candidates across the full spectrum of politics, from state and gubernatorial seats all the way to the Presidential race all recognize the importance of connecting with voters in ways that are meaningful,” said Greg Hallinan, chief marketing officer at Verve Wireless, Encinitas, CA.
“It is really no different than a leading brand – candidates need to refine their messaging to be relevant to voters in order to reinforce their positions with their constituents, raise funds or move undecided voters into their camp,” he added. “There is no better tool this election season than location-based advertising on mobile to accomplish these stated goals.”
Politicians need to think about which is better for their targeted ad campaigns – geo-fencing or geo-targeting. With a geo-fenced campaign, the ad uses a broader area, such as a city. Geo-targeting narrows the area that the ad appears to a smaller group of users. For political candidates, this means that campaigns can be as specific as applying to only one district.
“If you’re in one of the battleground states or in a highly contested gubernatorial race, mobile and location targeting is already in play and early results indicate those programmes are having a strong impact on those races,” Hallinan noted.
“It will be interesting to roll up the results after Election Day, but I believe we will be talking about the impact of geo-targeting on this year’s election the way we talked about the impact of SMS back in 2008,” he said.
“Location-based advertising is a natural fit for political campaigns because it allows for highly-targeted messaging that drives actual responses,” he explained. “This could be a powerful tool for political campaigns looking to reach supporters to get out the vote or raise money.”
“As the election gets closer and we start to see the televised debates hit the screen, the shrewd political tactician will be sure to integrate all key media and mobile certainly falls into that category,” said Tore Erickson, chief revenue officer at Clash Group, New York.
“The use of location-based advertising could be used to Obama’s advantage by using a mobile ad to praise the auto bailout to users in Detroit whereas Romney could deploy an ad specifically in Massachusetts to remind voters there of his work as Governor,” he said.
“The cell phone is a ready-made point of transaction and location-based advertising can target users who are most likely to donate,” he added.
Source: Mobile Marketer