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

Arguably, the online channel is more efficient than other forms of media, primarily television. There is as much, if not more, video inventory available online, and at much lower cost, including in-banner and in-stream video impressions that can be geo-targeted to key primary states. Political advertising online will not sell out, and candidates’ ads don’t run back-to-back against each other like they do on television. Furthermore, online advertising can be highly targeted based on contextual, demographic, psychographic, technographic and behavioral attributes. Viewers can’t skip ads online, and if they’re interested in learning more they’re just a click away from hearing the rest of the candidate’s message on his or her site and giving the candidate an opportunity to immediately engage them.