Obama Campaign in $25 million Hispanic Advertising effort in 9 states
President Barack Obama’s re-election campaign launched a series of Spanish-language television ads in three battleground states on Tuesday. The Obama campaign ads, promoting the president’s federal health care overhaul, are running in Florida, Nevada and Colorado, states with large Hispanic populations. Obama carried the three against Republican John McCain in 2008, and polling shows a tight contest again this election.
The Spanish-language commercials are running as part of a nine-state, $25 million advertising effort the Obama team unveiled this week. The campaign had previously spent $850,000 on Spanish-language ads in the same three states to promote Obama’s education policies, according to Smart Media Group, which tracks political ad spending.
The Romney campaign’s online ad agency Targeted Victory, the company handling online ad buys has partnered with Pulpo Media, a four-year-old Hispanic online ad targeting outfit. Pulpo has agreed to work with Targeted Victory - which also handled online ads for possible VP nominee Marco Rubio's Senate campaign - exclusively, meaning no other political ad firm can work with Pulpo this election cycle. The Republican digital consulting company itself has spent the last four years building up its own data, teasing out online voter segments for targeted online ad campaigns. "Targeted Victory has unique insights through their data strategy to understand voter information or potential areas to influence them for an election," said Justin Kuykendall, CEO and founder of Pulpo. "If we combine that data with [ours on online Hispanics] we can really hyper segment...in key states."
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