Online Advertising


What are the best ways to spend your money online? Who is doing the most innovative online advertising campaigns? Does micro-targeting work? What kind of results are possible? Online political advertising can help garner attention, foster participation, raise money and move a message. Here's where we cover the best practices in the field.

Antonella Napolitano's picture

The Europe roundup: A guerrilla campaign for a political alternative

  •  UK | A guerrilla campaign for a political alternative
    UK elections have been called on May 6th and the political scene is becoming more and more heated, or -  as The Economist defines it - "a closely-fought election campaign [that] will be short on big ideas but long on excitement and ferocity".
    In this turbulent context the Liberal Democrats are trying to take advantage of the unstable political situation using a guerrilla advertising campaign. Last week they launched in fact the Labconservative website (the claim is "For more of the same"), mixing Labour red and Tory blue, clearly targeting the two main parties. "A slightly tongue-in-cheek, off-centre approach is a welcome addition to the election campaign, and appears to show a greater understanding of new media than the recent, disastrous attempts by the Conservatives. It's about engaging the electorate rather than hammering home the same message with a slick site" says Shamira Shackle on The New Statesman. The campaign wishes to establish LibDem as the real alternative but - in the words of Shaun McIlrath, executive creative director of the campaign - "it shouldn't be about patronising an already cynical audience".

Did a "Google Surge" Help Creigh Deeds Conquer Northern Virginia?

Could one secret to Creigh Deeds' stunning triumph over his better-known and better-funded opponents Terry McAuliffe and Jim Moran in yesterday's Democratic gubernatorial primary in Virginia have been a tactical Google ad buy aimed at voters in that state's Washington DC suburbs? As the dust settles from Deeds' stunning demolition of his opponents in yesterday's contest, Google is suggesting that a savvy online ad strategy helped to push the rural Virginian ahead of his northern Virginian opponents...

Daily Digest: On Split CTOs, Search Strategies, and Stickiness

  • A recent Congressional Research Service Report confirmed that what we know for absolute certain about the new federal CTO job doesn't amount to all that much. But Christopher J. Dorobek has some intriguing new reporting that shines much light on the situation. What we've been talking about as the CTO post, writes Dorobek, actually breaks down into two jobs...
  • "It's not the Democratic party anymore," says one "highly placed" Democrat. "It's the Obama party." That's one of the more striking bits of Lisa Taddeo's new Esquire profile of Obama campaign manager David Plouffe...
  • National Journal's David Herbert makes the case that what's limiting federal agencies' online impact isn't so much the Paperwork Reduction Act and other regulations as it is the challenges of connecting to an audience...
  • There's some chatter starting to happen around the idea that the some $9 billion or so in broadband money in the stimulus package is a bad bet...
  • And more.

Daily Digest: 'Tube Pong

Video war continues between Obama and McCain, McCain is using Wikipedia, David All is impressed with McCain's online ads, Jame Hamsher has a new PAC to boast about, #dontgo campaign gets a little more support,

Daily Digest: 8/17/07

The problems of comparing ActBlue to ABC PAC; a profile of Robert Bluey's Conservative Bloggers Briefings; and why aren't more candidates using Google Adwords to advertise against news- and issues-based keywords?

Daily Digest: 5/7/07

The Web on the Candidates

Über-TechPresident blogger David All has started a new blog, TechRepublican.com (nice name David!) that wants to get the Republican establishment to embrace Web 2.0 strategies. "While the Internet has grown rapidly, the Party apparatus and its top officials are operating in a disconnected, Web 0.5 world. The result is that our message is failing to penetrate the modern world where millions of independent voters and modern Republicans spend a majority of their time," All writes. All and friends want to galvanize "Gen Nexters" (ooh, that term hurts) to "think, discuss, read, collaborate, criticize, share, and act to make a difference" in the Republican Party, and to usher the party into the 21st century. It's big project that will benefit from David's bottomless well of energy. We wish him luck.

Following up on his analysis of who's buying Google text ads for Democratic candidates, Steve Patterson of the Bivings Report takes a look at who's buying ads for the Republicans. In addition to gear from Zazzle.com, several of the candidates are buying ads under others' names. For example, Rudy Giuliani is buying ads for searches for himself, Sam Brownback, Mike Huckabee, and John McCain, and only Giuliani and McCain are taking out ads against their own sites.

Daily Digest: 4/19/07

The Web on the Candidates

Mitt Romney's appearance in YouTube's Spotlight series has been a a big success, writes the TubeMogul blog. His video views have skyrocketed -- "looking at Mitt’s own YouTube views, it almost looks as if he wasn’t online prior to that video – he went from about 3K views a day to 125K on 4/13!" It's interesting that although Romney's videos have peaked at around 125,000 views, they've since fallen to around 40,000 views a day. "From a little analysis you can find that the majority of Romney’s views were for his one video asking for information, not on videos where planks of his platform are espoused. Will Mitt be able to continue the debate on YouTube with the energy he just started?," TubeMogul writes.

At the National Association of Broadcasters/Radio Television News Directors Association in Las Vegas, Jeff Jarvis heard some interesting news about the state of political advertising on television and online. At a panel on which he appeared, a "political media man" said that while he was used to spending 80 percent of his money on TV, he was now spending 60 percent online. And at the same session, Joe Trippi "said that the Hillary Clinton 1984 commercial was viewed 4 million times on YouTube but probably 50-60 million times with broadcast included. A message that clicks can be made for nothing and seen by the nation."

Daily Digest: 4/10/07

The Web on the Candidates

Yesterday, we linked to a post from Giuliani advisor Patrick Ruffini in which he disagreed with people who think the Democrats own the Internet.  TechPresident's Mike Turk engages Ruffini in a long response to the post, questioning assumptions about media attention paid to Democrats and Republicans, word of mouth marketing, campaign organization, and more.  It's a detailed and thoughtful discussion -- check it out. 

MyDD has a new straw poll out, and not only is John Edwards in first place, almost 10 points ahead of Barack Obama, but Hillary Clinton is fifth place, almost 40 points behind Edwards and over point behind "Other."  Given that MyDD's readers are overwhelmingly liberal and critical of Clinton, the results aren't that surprising, but will this extreme unpopularity with the base affect her standing with the general public?  

Daily Digest: 4/5/07

The Web on the Candidates -- Daily Digest Lite

Over PrezVid Jeff Jarvis takes a look at what presidential candidates are advertising using Google AdSense, and whose keywords they're advertising with. The most active advertisers are Hillary Clinton -- who's advertising on Obama, Biden, and Dodd searches, and Rudy Giuliani -- who's advertising on McCain, Brownback, Tancredo and the phrase "flat tax." This basically means that when you do a search for, say, McCain or Tancredo, you may see an ad for Giuliani on the right side of the page. Take a closer look at the post for many more interesting results, including the fact that "no one — no candidate, no brand, no news organization, no one — is advertising against “Bush” and “George W. Bush”, even negatively. Nobody wants any of that on them."

Drudge Report inflates traffic stats, deceives advertisers

What's a little traffic inflation amongst friends? When you are in the news and advertising business it's a big deal. In fact, as Conrad M. Black and the Chicago Sun-Times can tell you it can also be a very expensive deal as well.

I ran across an item over at ValleyWag.com that discussed the traffic statistics of The Drudge Report and compared them to other popular news outlets such as The Washington Post and Reuters.

It appears that Matt Drudge is artificially inflating his traffic statistics by using a small bit of HTML, specifically this piece of HTML: META HTTP-EQUIV="refresh" content="175".