According to a recent survey by STRATA US political campaigns in 2011-2012 have spent 100% more in online advertisements than they did during the 2010 midterm elections. ZU5HN5S7NR9J
According to the survey, Facebook was the most popular platform with 92% of respondents. Twitter came in second by 46% of those polled, with YouTube and LinkedIn tied for third at 31%. Google+ ranked last at 23%.
Mobile advertising, however, didn’t appear to be a major part of the ad game for 2012 electoral contenders. 85% of respondents noted that less than a quarter of their political clients have spent money on mobile ads.
For all you small and medium-sized political campaigns, take a deep breath. This was a survey of political media and ad buying agencies. They tend to deal with larger and more heavily-funded campaigns.
For campaigns without unlimited budgets, here’s our take on online advertising for the 2012 election cycle.
Facebook: Definitely. The ability to target specific ads by gender/location/interest is terrific.
YouTube: Again, you can target ads by interest to increase interest and spread your message.
Text Messaging: All indication point that mobile and phone-based advertising is on the rise. Web-based political text messaging services have a cost barrier that is low enough for almost any campaign to consider.
Twitter and Linkedin: These two results were also surprising. For smaller campaigns, you’re probably better off growing your followers and using the services to keep in touch. Spend your digital ad budget on–
Google Adwords and Microsoft Adcenter: This isn’t ‘social media’ per se, but pay per click is definitely an advertising platform to consider as search drives the majority of web traffic.
What online advertising channels is your campaign planning to use in 2012?
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