Increasing Use of Microtargeting and Geofencing in Political Campaigns

Abstract

A paper flier or banner is non selective in its approach to the audience, even TV and radio ads aren't as selective as digital media advertisements. all these modes of advertising are targeting users irrespective of their age (whether they are eligible to vote or not), nationality, gender or other attributes. (Bennett #) While designing an offline political advertisement might begin with a design process, design of a digital political campaign usually starts with segmentation of the target audience. A Digital political ad, designed and run for a specific segment of the voting population can be made visible to only that specific segment, other segments of the same population are not aware of any such campaign and this segmentation is most crucial to digital political campaign.