Campaign ads turning more to the Internet

Hate watching the barrage of TV political ads every election year? Too bad, because now in addition to television, your computer and smartphone screens will also be jammed with candidates grabbing for your attention, and contributions.

Yes, there were Internet ads last election cycle, but the number, and the reach, are growing. “Online advertising,” said an AP report in SFGate, “once used primarily as a way to reach young and heavily wired consumers, has emerged as an essential communications tool in the 2012 presidential contest.

The reason for online political ads is identical with commercial advertising. “Targeting is key. While campaigns invest heavily in television ads to reach a mass audience, Web ads are geared specifically to people based on their ZIP code, demographics and, most importantly, their Internet browsing history.”

Although the campaigns intend to blanket the online world with ads, they’re also aware of the Internet’s limitations. “A USA Today/Gallup poll taken in late 2010 found 9 out of 10 respondents said they pay little attention to online ads.” However online ads cost much less than TV, where most ads also sail past indifferent viewers – or play to blaring TVs in empty rooms.

It’s possible, though that the move to online politics simply reflects the habits of those who craft campaigns. Romney's digital director, Zac Moffatt, told the Associated Press, “Strategists here acknowledge they really don't watch live TV.”

But be prepared for yet another online invasion.

Campaigns turning more to Web to link with voters (SFGate, AP, December 3, 2011)