Anticipating increased online spending for the upcoming presidential and
congressional political campaigns, 24/7 Media Inc. opened a sales office in
As the 2000 presidential and congressional races heat up, online fund-raising
initiatives and online campaigns are predicted to be key components of
candidates’ strategies, 24/7 said.
According to E-Voter 98, a study that
measures the impact of online advertising for political candidates, banner
advertisements build name recognition and could have a significant impact on
the voting public, 24/7 said.
The company said it will work with candidates as they begin to ramp up
fund-raising and campaign initiatives. Specifically, 24/7 Media said its
database-driven targeting will enable the candidates to develop effective
online advertising campaigns for individual candidates, and change campaigns
“on the fly.”
“The challenge for the online advertising sales force is marketing the Web
properties they sell to the candidates,” said Karen Jagoda, president of
research firm Turtleback Interactive and
an author of E-Voter 98. “Media buyers for political
campaigns are looking for specific sales solutions. 24/7 Media’s ability to
offer database targeting makes it an ideal partner for the potential
24/7 Media already has several Washington DC.-based advertising clients
including Saab, Health Quick and Motley Fool.