why local online media should be a part of your strategy
TRANSCRIPT
Why local online media should be a part of your Strategy.
Internet & 2004 Political Campaigns
“Candidates who effectively use technology will win races in 2004. Those who hold tight to the old ways will be surprised by the stealth attacks that their competitors launch using the online tools of the 21st Century.”
2nd Annual E-Voter Survey (E-Voter 2002): Future Voters on Politics & the Internet (Survey of Political &
Advocacy Communication Leaders) conducted July-Sept. 2002
“In 2003, we witnessed the unprecedented use of the Internet as an effective tool for political organizing and fundraising, particularly by the Howard Dean Campaign. It’s only a matter of time before realize it will do the same for advertising.”
January 2, 2004 Newsday / Cliff Sloan
Online Advantage:In the wake of McCain-Fiengold
“The Supreme Court’s recent ruling on campaign finance may be the spark that ignites the fire of Internet political advertising.”
“The McCain-Fiengold law bans corporations, unions and interest groups from using certain funds on behalf of a political candidate in the period shortly before an election, but the ban applies only to Television and Radio.”
January 2, 2004 Newsday / Cliff Sloan
Awareness & Interaction
FACT: 60% of respondents say they are likely to notice an ad for a candidate online; 40% say they are likely to click on a political ad.
Implication: Lack of presence of online political advertisements in prior elections has respondents more likely to recognize and interact with these types of ads in upcoming elections.
Very likely27%
Somewhat likely33%
Somewhat unlikely
14%
Very unlikely23%
Neither likely or unlikely
3%
Very likely13%
Somewhat likely26%
Somewhat unlikely
16%
Very unlikely43%
Neither likely or unlikely
2%
Public Opinion about Candidate Web Sites & Political Advertisements Online Study, Center for Survey Research & Analysis (Univ. of CT) & Online Publishers Assn., June 2003
News Site Visitors Are Power Users
Q: “During the next presidential campaign in 2004, if an advertisement appeared for a candidate on a web site, how likely
would you be to CLICK on it?”
Very likely13%
Somewhat likely26%
Somewhat unlikely
16%
Very unlikely43%
Neither likely or unlikely
2%
Total By Site Category (very/somewhat likely)
32%
29%
24%
53%
46%
39%
0% 20% 40% 60%
Special Interest
Sports
Business
Local News
National News
Total
Public Opinion about Candidate Web Sites & Political Advertisements Online Study,
Center for Survey Research & Analysis (Univ. of CT) & Online Publishers Assn., June 2003
The Daytime Internet Advantage
• More than 140 million Americans are online; many online at work. • Daytime is prime time for the Internet - reach people at an important
time of day on a scale that no other medium can match.”*• Most effective advertising medium with the most reach for people at
work/during the day• Second most effective advertising medium with the most reach for
people at home• Local News web sites, as the dominant sites in their markets, are the
best position to capture these advertising dollars**
*January 2, 2004 Newsday / Cliff Sloan
**Online Dayparting: Claiming the Day, Seizing the Night(MORI Research January 2003)
Daytime on the Internet is Prime Time for at Work Users
Total Media Audience By DaypartAt Work Users
45
7365
45
25
49
187
41
16 1626
38
77
39
90
20
40
60
80
100
Morning Daytime I DaytimeII
EarlyFringe
EarlyNews
PrimeTime
LateFringe
LateNight
Internet
TV
Online Publishers Association/MBIQ Media Consumption Study, May 2003
TriCities.com NetworkEmpowered with editorial content from media partners, News Channel 11 and the Bristol Herald Courier, TriCities.com delivers accurate information to a growing audience.
With over 100,000 unique viewers and more than a 1.1 Million page views each month, TriCities.com offers our advertisers the opportunity to reach a highly qualified audience and associate their company with our strong brand.
VotedBEST WEBSITE DESIGN!
In TENNESSEE
-2004 Tennessee Press Association
Banner Advertising Packages Featured Area Sponsorship Opportunities Behavioral Ad Targeting Email Marketing Packages Rich Media Web site Design Online Advertising Discounts for Media
General print and broadcast advertisers Commissionable Rates and more!
Range of Interactive Marketing Services
Contact Tonya Clay: [email protected]