Inside Mitt Romney's Digital Mind
BY Nick Judd | Thursday, January 19 2012
From the rise of voters who can only be reached online to increased use of mobile devices and social media, Zac Moffatt recently spoke to Atlantic correspondent Nancy Scola about what it's like running digital for the campaign that now seems poised to confront Barack Obama for the presidency:
Romney's strategy requires homing in on people we're they live online -- and often, in 2012, they can only be reached online. "We call them off-the-gridders," says Moffatt. "We buy advertising for people who don't watch live television any more. We have to find ways to get them to watch our video online. We have an active engagement with Hulu, with YouTube. We're seeing that again and again in our polling and focus tests: people haven't been seeing our TV spots, but they know what they are, because they've seen them on Hulu. It's a testament to a new model of consumption. Governor Romney gets it. He's on the road all the time. He doesn't get to sit in front of the TV. He has his iPad, and when he gets home, he probably has a DVR that lets him skip ads. How else would we get to him?"