Thanks to techniques such as voter-file online ad targeting – which emerged late in the 2010 cycle – it’s easier than ever for campaigns to show their ads to only the groups of voters they are targeting. It reported on Tuesday that an all-time high of 188 million internet users in the United States watched 37.7 billion online videos in August, with 9.5 billion video ads viewed. The number of people watching videos online is skyrocketing, according to digital data compiled by comScore. They are adapting new technologies and putting an increased emphasis on the digital as the media marketplace continues to fragment. Television remains the dominant medium for campaign communication.īut digital strategy firms from both parties are working with campaigns at all levels – from the presidential to provincial – to capitalize on the targeting opportunities that online advertising provides. There are “substantially more campaigns at the House and Senate level than last cycle, but it’s not just that they’re using it, it’s how they’re using it,” said Rob Saliterman, head of GOP advertising outreach at Google and former spokesman for President George W. But this cycle, Congressional campaigns are catching up, using their Internet pitches not only as a fundraising tool, but as a key component of their strategy to target voting blocs. Presidential campaigns, especially President Barack Obama’s, have been at the forefront of digital political advertising. Political advertising is taking over television airwaves in battleground states, but complementary online advertising is also ubiquitous and being used by campaigns more than ever before.
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