Status Check: Online Political Advertising

Tracking the use of online campaigning by this year’s presidential candidates is seemingly a loss cause. The prevalence of social networking, viral video and blogs makes it nearly impossible to gauge, until later and perhaps after-the-fact, the impact the Internet has had (or will have) on this year’s election.

(Even four years ago, would anyone have known or even imagined a CNN presidential debate in which Facebook or You Tube figured so prominently?)

A recent report by says that the use of measurable online campaign methods, such as paid display advertising, is on the rise. Since about January 2007, presidential candidates have been using the Internet and Internet ad space as means of reaching out to potential voters.

The amount of campaign dollars put towards the online effort is still low in comparison to traditional efforts such as broadcast advertising and television ads.

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