Political Advertising Goes Digital

IAB Research & Insight for the 2012 Elections
On November 6 2012 there will be not one, but two winners in America’s 57th presidential election. (Yes, 43 presidents, but 57 elections). Digital political advertising is expected to experience its biggest share in spending to date, with some studies predicting that the Presidential race and major House and Senate races to be devoting almost 12% of their spending to digital efforts. Considering that the estimated spend on all political advertising in the 2012 cycle is expected to crest almost $10 billion, digital’s share represents enormous growth in a very short period.

As recently as 2008, pundits, consultants, the media and voters alike were marveling at the Obama and McCain campaigns’ use of digital advertising . . .