Kate Kaye, senior editor at ClickZ News, posted an article today in ClickZ discussing how the conservative political and advocacy group American Crossroads expects to spend far more in 2012 than the $70 million it spent in the 2010 election, and a higher percentage of that will go to online.
Read an excerpt below, or read the full story here.
The American Crossroads NY-26 web campaign was unique among online ad campaigns – political and otherwise. There was no search advertising, and no display ads on Facebook – both common for political and advocacy campaigns. The group didn’t buy any ads direct from local news sites – a somewhat common practice leading up to a local election. Instead, American Crossroads ran online video advertising almost exclusively, and the majority of those ads, according to Targeted Victory Partner Michael Beach, were expandable in-banner video units. All were targeted through audience data and ad targeting firm Lotame, which Targeted Victory has partnered with to develop a platform for targeting video ads for voter persuasion or mobilization.
Targeted Victory “did not consider any kind of direct buys,” said Beach, because the goal was to find the target audience in the lowest cost media possible “to get the biggest bang for their buck.”
Because the primary goal of the American Crossroads video ads was to get people to watch the video to persuade them not to vote for Davis, the group wanted to garner the highest number of clicks to view the video as possible through the fewest number of ad impressions.
