Political use of online advertising
I run the 2,400+ Democracies Online Newswire
<http://www.e-democracy.org/do> e-list. I am putting together a post
on online political advertising with eye toward the 2002 U.S.
elections.
1. What companies specialize in placing online political/advocacy
advertising?
2. Has anyone seen election 2002 related online advertising yet?
3. Targeting. I am going to suggest that with geographic targeting,
online advertising might be a useful tool for the following
audiences:
A. Core supporters - Find them early, get them to opt-in onto your
e-newsletter, encourage them to volunteer, limit online fundraising
ads within your state this round - focus on message
B. Undecideds - Determine their demographics and find sites/site
sections that have those voters
C. Weak Constituencies - If you are weak with suburban men for
example, advertise with specific messages in the online sports
section of the local paper to stem leakage.
D. National contributors - If you are a U.S. Senate candidate, use
national media and political sites to fund raise for the "balance of
the Senate"
What do you think?
4. E-mail Opt-in - If you look at most campaign sites, e-mail
newsletter subscribe forms are know above the top fold of every site.
How can advertising in e-mail newsletters or on Hotmail/Yahoo Mail be
used to maximize the number of subscribers?
5. Minnesota online advertising - Minnesota is my home state. This
is where the first online campaign ad was bought in 1998 and where I
expect to see more of this activity with very competitive U.S. Senate
and Governor races. Is anyone out there an expert on the online
content market/online use of the net by Minnesotans?
Please cc: clift_at_publicus.net
Thanks,
Steven Clift
http://www.publicus.net
P.S. There is a good set of banner ad examples from the 2000 election
here: http://www.domesticpolicy.com/analysis.html
And this RNC e-mail opt-in campaign was notable:
http://www.usatoday.com/life/cyber/tech/cti733.htm
http://www.rnc.org/media/pdfs/rt1311.pdf
Received on Mon Jul 01 2002 - 22:52:11 CDT
