eView: Political Marketers Have Embraced Web 2.0, But What About Online Advertising?

In addition to discussing the changed media environment and how to reach voters online, the paper explores the tactics related to political marketers, including search engine marketing, display advertising and lead generation.

The most obvious form of online advertising for most candidates is paid search, which is a key component of any integrated online advertising plan. But display advertising online, or “banner advertising” — including video — is the area with the most potential for political marketers. This can be achieved through portals (AOL, MSN, Yahoo), individual news sites and blogs (The Des Moines Register, The Washington Post, The Huffington Post) and ad networks (ValueClick Media, Advertising.com, etc.), which reach more than 70 percent of the U.S. Internet audience with sophisticated quality controls, targeting methods and campaign optimization capabilities in video and banner advertising.