“How Google Could Give 2016 Hopefuls an Edge”

WSJ Wash Wire:

The Walker campaign was so aggressive in 2014 that Google highlighted its efforts in a just-released case study about the midterm campaigns.

Among the findings: Mr. Walker’s re-election team raised more money from ads pegged to Google searches than it spent to buy space above those search results, an unusually high return-on-investment for political campaigns; his team also worked with the company to reach more than 5 million targeted voters in key ZIP codes through YouTube ads in the weeks leading up to Election Day.

This emphasis on web advertising and social media could give the most organized candidates a slight edge heading into the 2016 White House race because voters are tougher than ever to target through the use of traditional television ads. As viewing habits change, more and more Americans are turning to Netflix or set-top boxes that allow them to record their favorite television shows and skip through the commercials. Some people are ditching their TVs entirely in favor of the Internet.

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