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GOP Outguns Dems Online in Congressional Races

by CRAFT | Media / Digital

In an article in ClickZ the issue of online advertising is explored. As pointed out, Republicans are “outgunning their Democratic counterparts” due to what CRAFT Partner Matthew Dybwad explains is “they hold the majority in the House, congressional Democrats are less compelled to make sure they’re at the top of their digital games.”

By Kate Kaye, ClickZ

Washington, D.C.–Republican congressional candidates are outgunning their Democratic counterparts, at least in one arena: online advertising.

Consultants on the right and left, along with digital media sellers, say Republican House candidates are serious about using Web ads and other online efforts this midterm election season. They suggest key factors include the desire to take back the majority in that chamber, complacency among Democrats, and even attitudes among party leadership.

“Republicans are throwing the gauntlet down,” said Andrew Roos, account executive, AdWords, Google elections and issue advocacy, speaking during a panel on online ad targeting at the Politics Online conference in Washington, D.C. this morning.

Brian Rosenberg, senior account executive at Cox Cross Media, pegs the GOP-to-Democrat House candidate ratio at 3 to 1. He’s getting calls from Republican media buying agencies that are sending out proposals for primary campaigns. Rosenberg chalks it up, at least in part, to an “underdog” mentality among GOP candidates.

“They’re realizing this is a medium that really has not been utilized much…now in this midyear election cycle, we’re seeing a lot more,” he said. Rosenberg said some Republican congressional and gubernatorial campaigns expect to spend as much as $9 million on online advertising.

Digital campaign consultants serving candidates on both sides of the aisle affirm the trend. Republican Matthew Dybwad, partner at Craft Media Digital, a consultancy serving Republican campaigns, suggested that because they hold the majority in the House, congressional Democrats are less compelled to make sure they’re at the top of their digital games. He also implied that Republican party leaders have stressed the importance of using online ads, and the Web in general.

To read the entire article click here.