Candidates turn to geo-targeting in ads

Campaigns are appropriating the advertising strategies that technology companies use to target consumers to woo undecided voters. The boom of digitally connected voters makes social media a cheap and effective means of reaching those undecideds. Adding to the appeal is that Internet advertising results are specific and measurable. Peter Greenberg, head of Twitter's political ad sales, attributes the effectiveness of those ads to the method of pinpointing exactly whom to send a particular message. “Geo-targeting can target by interest, location, mobile device access,” he said. “It’s pretty remarkable how minutely we can target.” Several advertisers echo the geo-targeting sentiment: They’re buying people, not channels.