Political Ads: Web Vs. TV

By Ira Teinowitz

The Internet may be the up-and-coming medium for political advertising, but it’s not yet a replacement for television, some experts in politics and advertising suggested during a forum at the Democratic National Convention.

“It’s not quite there yet,” Joe Trippi told a forum sponsored by Democratic group NDN. “It’s moving exponentially but it’s not TV.”

Mr. Trippi headed Howard Dean’s race for president four years ago, was a senior strategist for the John Edwards campaign this year and is a consultant on Internet issues.
He said that the Barack Obama campaign has shown how much Web fundraising has changed since four years ago, and that YouTube’s growth has constituted another dramatic change.

Still, the number of people participating in Internet traffic for campaigns still represents just about 10% of voters.

Peter Greenberger, director of Google's politics and issue advocacy sales team, said the information available on the effect of political ads on the Web is starting to grow, but detailed research on effectiveness is still in its infancy.

He said there are good indications that Web ads can help candidates raise money but data is inconclusive on whether the advertising translates into votes. The Internet spots also raise the age-old advertising question of which messages actually spur action and which don’t. He said initial research suggests that people who register to vote because of Web ads do actually vote.

Macon Phillips, deputy director of new media for the Obama campaign, noted that the campaign started with the experience of the Dean campaign.

NDN President Simon Rosenberg said more use of digital video recorders and commercial skipping by viewers could force politicians, like other advertisers, to look more closely at alternatives.

(Editor: Baumann)