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

There have been separate reports from PQ Media and TNS Media Intelligence claiming this election cycle will generate less than $100 million online from political marketers. Compared to the approximately $3 billion that will be spent on television and $1 billion in direct response media, online advertising appears to be an overlooked channel that could give candidates a strategic advantage by incorporating it into the media mix. After all, online advertising is arguably more targetable, more measurable and more actionable than its offline counterparts, not to mention much less expensive than television advertising. Logic suggests it’s only a matter of time before political organizations realize — and act on — this.