 Political Advertising: How Traditional and Digital Media Compare
Elise Simmons, 5/16/2012
EXECUTIVE SUMMARY:
The 2012 political advertising landscape will look a bit different from four years ago when social media emerged as a free, yet effective way to reach voting audiences. Social media are still relevant, but now so are video and display ad formats. In addition, there is a bigger crop of digital marketing agencies that know how to build an informed audience — one that is more likely to share political messaging via social networks and thereby leverage investment in paid media on behalf of campaigns. In this Advisory, we analyze these issues and the effects of emerging technology on traditional media, audience targeting, maximizing advertiser opportunities and message engagement.
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