Politicians Ignore Online Ads

    January 21, 2008

It looks like a certain type of ads will continue to bombard us through newspapers, the radio, and television.  Yet an interesting new report suggests that the presidential candidates, and politicians in general, aren’t all that interested in online advertising.Politicians Ignore Online Ads

Sure, politicians will throw $110 million at the medium in 2008, according to Lehman analyst Doug Anmuth.  Also, the presidential candidates will toss in about half of that amount.  But Rafat Ali notes, "This is small compared to total election spending in excess of $3 billion in 2008, and Presidential spending estimated to reach $850 million."

In fact, those numbers represent about 3.6 and 5.0 percent, respectively, within the two categories.  This is hardly a huge endorsement of online ads, and would actually seem to suggest that something’s wrong on one side of the equation. 

Are online ads unsuitable for politics?  Given the generally high ROI on regular online ads, and the fact that more and more Americans find their political news online, we’re inclined to think not.

It looks like politicians (or at least their campaign managers) might just be behind the times, then.  This is hardly a revelation that should surprise anyone, but Anmuth believes they’ll begin to catch up over the next few years.