Study: Coordinated Online Advertising Reinforces Political TV Ads, Boosting Their Effectiveness

July 29th, 2010

Does online advertising affect voters’ perception of a political candidate? When combined with television ads, it does — at least, according to research conducted by Google, Centro and Global Strategy Group, who tested the effects of political TV in a California statewide race with and without online support:

“Likely Democratic primary voters who were exposed to both television and online advertising viewed Chris Kelly more favorably than voters who were exposed to television advertising only.”

Details in the slideshow below, and thanks to Matt DeLuca for the tip.

cpd

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1 Comment Add your own

  • 1. e.politics: online advoca&hellip  |  July 13th, 2011 at 5:48 pm

    [...] yes, television is an excellent medium to reach unengaged voters and the internet-deprived, but pairing TV with digital advertising can increase the effectiveness of both. In particular, Facebook and Google can be great channels to get in front of a lot of eyeballs for [...]

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