Friday, March 23, 2007

Pols to Legitimize Video Advertising

Website owners might be getting a bump in ad revenue during the next 18 months as politicians are viewing the web as an important advertising medium. The 2008 election season could establish video advertising rates and practices for the online industry.

The "Hilary 1984" ad on YouTube received national attention in short order, and we can expect many more political video ads as well as citizens using YouTube to voice their opinions on candidates.

Television networks love campaign season as politicians pour hundreds of millions of dollars into local and national advertisements, but a significant amount of that money will go online this time around. Campaigns will test pre-roll, post roll, and shorter and longer formats to determine the best mix, and what they learn will be absorbed by other advertisers. Candidate campaigns are huge consumers of demographic data, and the web gives them unparalleled access to measuring audience response. I'm sure there will be quite a few video ads that are test marketed online before going to TV.

Politicians are desperate for attention, especially from the younger audience of people who tend not to vote. Barack Obama and Hilary Clinton already have set up "offices" on Second Life, and more will be sure to follow. If you're not into politics, you may want to read a lot of books instead of going online or turning on the tube during the next year.

Posted By John Gartner at 09:35 AM
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