Obama Campaign Customizing Its ‘Higher Education’ Ads

Kristen Domonell's picture
Friday, June 1, 2012

President Obama’s campaign is airing five different versions of an education-themed television ad that emphasizes the importance of education in people’s lives including his own.

Why so many adaptations of the same ad? It looks like most of the ads are customized to include a shot of a college or university in the state where the ad is airing. Campaigns like to deliver their messages to voters in the most personal way possible, a technique called “micro-targeting.”

So you’ll see a shot of Ohio State University’s Oval, the central location of the campus, in the version of the ad that the Obama campaign began airing yesterday in the Columbus market, according to New York-based Kantar Media’s CMAG, which tracks advertising. Ohio State is one of the nation’s largest universities, with an enrollment of more than 56,000 on its Columbus campus. In the 2008 election, Obama won the county that includes Ohio State by 21 percentage points, helping him win Ohio by 4.6 percentage points. The ad also is airing in Cincinnati.

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