In 2012, Campaigns Target Voters Through Their Phones

The Internet Safety Project Newswire's picture
Political campaigns are increasingly utilizing text messaging and other mobile tools as a way to reach voters and foster support. According to Yahoo, "a 0.2 or 0.3% click-through rate for ads is considered successful," compared to the "4% click-through rate" that Vincent Harris and the Gingrich campaign achieved in Alabama as a result of their campaign text messaging efforts. Mobile advertising has become an essential part of any competitive political campaign. "Zac Moffatt, digital director for presumptive GOP presidential nominee Mitt Romney," reports that "10% of Romney's advertising budget was spent on digital efforts during the 2012 primary season." Campaigns are finding that people respond well to the personalized and accessible nature of cell phone text messaging. "And as phones become more sophisticated, the number of people who learn about elections on their phones is sure to grow."