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In the 1990s, the same computer technology that was revolutionizing the way people worked was also seeping into campaigns. Although it took until 1996 for both nominees for president to have a webpage, once the Internet became ubiquitous, campaigns began to spend more of their resources crafting messages not just for broadcast media, but also for online platforms. The explosion of smartphone use in the United States from 10 percent in 2008 to 80 percent in 2016 meant political advertisers had another way to get inside voters’ heads. By 2016, any video could also be played on a smartphone, placed on a social media feed and shared worldwide. Some tricks used by campaigns at the turn of the millennium were old, like using musical jingles to get candidates’ names stuck in the minds of the public. This musical trick was deployed in American politics long before there was television. “Tippecanoe and Tyler Too” was a song to sell the election of William Henry Harrison to voters back in 1840.2 It worked. Barack Obama’s 2008 run was helped by Will.i.am’s online viral video for the song “Yes We Can.” That worked too. And some techniques were new, like mastering the use of social media ads. The art of running a modern political campaign is deploying ad dollars wisely. As Amy Gershkoff, Obama’s media-planning director, said, “‘If you think about the universe of possible places for an advertiser, it’s almost infinite …’”3 She continued, “‘There are tens of millions of opportunities where a campaign can put its next dollar.’”4 The team that can use big data to market its candidate to voters more effectively is the victor.
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