Since
political parties are purchasing most of the television inventories as we approach
the 2012 election, online-video inventory has become an alternative place for candidates’
30-second ads. Mixpo,
an online-video-advertising technology company, has determined that the
spending in 2012 could be seven times what it was in the 2008 presidential
election. As a result, there may not be enough online ad inventories in
November to satisfy demand in some states.
Starting
from the introduction of web-based advertisements in the 2004 election, political
parties have issued tailored ads to target specific audiences, a process known
as narrowcasting. Although the predicted $35 million spent on streaming
online video in the election cycle is still a fraction of the $5.6 billion on television
broadcasts, the online-video consumption is growing rapidly and making an
impact on people’s decisions.
Other
than online videos, politicians are leveraging the power of social media like
never before to connect and build intimacy with the public. For both
presidential candidates, social networking platforms have become a crucial
battlefield that they cannot afford to lose. With the in-depth data analysis of
the online audience, the candidates are able to adjust their messages to cater
for many different tastes.
This
shift from broadcasting to narrowcasting illustrates how presidential campaigns
are beginning to target based on demographics or behavioral characteristics. Media
outlets have been allowed to deliver messages that are designed for specific
target audience. What happens if we are only exposed to information that has
been preselected for us? When news and commercials are busy producing their own
facts and reality to appeal to the believers, can we still see the truth?
Decision-making never seems easy, but making your own decision has become more difficult
than ever.
