A mobile phone shows a Facebook page of campaign propaganda to promote Hillary Clinton as president in 2016, in this photo illustration taken April 13

'Slicing and dicing': How some U.S. firms could win big in 2016 elections

A mobile phone shows a Facebook page of campaign propaganda to promote Hillary Clinton as president in 2016, in this photo illustration taken April 13By Robin Respaut and Lucas Iberico Lozada NEW YORK (Reuters) – By one estimate U.S. online political advertising could quadruple to nearly $1 billion in the 2016 election, creating huge opportunities for digital strategy firms eager to capitalize on a shift from traditional mediums like television. These firms – mostly small, partisan and based in Washington and surrounding suburbs – have grown in sophistication since the last presidential election in 2012. A niche sector in a multi-billion election industry, they are poised to play a much bigger role in 2016 as digital ads assume more importance and change the way political money is spent on advertising. A candidate’s ability to micro-target likely voters with adverts on issues they care about is crucial in a modern American political campaign.

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