Disconnect Between What Voters Expect and How Politicos Spend Online

Almost two-thirds of American voters expect political candidates to use online ads (including rich media and search) as part of their campaign strategy, but only about 10% of campaign consultants believe such ads serve as a highly effective channel for reaching voters. Meanwhile, just 5% think online ads are one of the most effective channels for reaching their candidate's loyal voter base. The stats stem from new research released by the E-Voter Institute and HCD Research, titled "Missing the Boat: How Political and Advocacy Communications Leaders Spend Campaign Funds," and illustrate the sharp disconnect between what voters are expecting and what campaigns are delivering when it comes to information and advertising on the Web.