The Critical 'I'

Read. React. Repeat.

Sunday, November 17, 2002

Political candidates have discovered the Internet as an effective advertising medium. This past Election Day, there were startling examples of online advertising making a significant impact on several outcomes.

It occurs to me that political advertising has the potential to be much more effective on the web than products & services ads. Despite the general public apathy over politics, I think that politics, especially at election time, is one area that people want to delve somewhat deeper into, as long as it's in a time-effective way. Television and radio can't really do that, print media can but maybe not always in an appealing format. The Web, on the other hand, is well-suited toward this end: lots of sources for information on candidates and issues, often in concise and bulleted formats. Plus, while there's plenty of entertainment options on the Web, it's still more of an active media channel versus a passive one (like TV or radio). So a web surfer is more involved in his/her time online, and probably more receptive to the kind of information being pushed by political ads.

I'm betting this trend continues, and should manifest itself into some interesting campaign angles for 2004. Can't wait to see it, especially in light of this little nugget of info from the article:

"Whether political marketers choose to employ the Internet for direct response fundraising or less measurable branding purposes, recently released PoliticsOnline Research predicts the Internet exemption in the soft money ban 'will result in at least a 300 to 500% increase in spending online in 2004.' "