Why Online Advertising Didn't Matter In Election 2010

[Commentary] The Internet is the least likely medium to move voters. Too much clutter. The beauty of TV and radio advertising is that when your spot is running, you own the channel. You have someone's undivided intention. They have to take a physical action to avoid your message. An Internet banner ad competes side by side with the content a viewer really wants. And it usually loses. In the next few cycles I think the Internet will be taking more and more from direct mail budgets than TV budgets. Both Internet and direct mail are very targetable and very specific with the edge going to Internet because you can traffic in new creative in hours instead of days. The Internet is a vital tool for political campaigns. There is no easier way for the truly interested voter to learn about a candidate. No better way for someone to get involved in a campaign. No simpler and more secure way to raise money. And with the lethal combination of e-mail and mobile texting, the best way to mobilize a force for action.