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Bush and Gore fail to use internet advertising

Both the Bush and Gore US election campaigns have made little use of the internet when it comes to advertising, according to internet advertising measurement firm AdRelevance.

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LONDON (Brand Republic) - Both the Bush and Gore US election campaigns have made little use of the internet when it comes to advertising, according to internet advertising measurement firm AdRelevance.

Both Democrat and Republican parties ran banner ads during their party conventions, but the Republicans went slightly further than the Democrats by running another small online campaign before and during the presidential debates in early October.

The two Republican ad campaigns attracted 1m more impressions than the Democrats’ single campaign.

The Republicans were also more targeted in their approach, running 20 unique banner ads on more than 35 sites, while the Democrats relied on a single banner on one site (Yahoo!.com) for their entire campaign.

AdRelevance reported that the Republican Party is building a database of email addresses for future campaigning. More than half of its banners requested an email address, with the incentive of winning prizes such as a Palm handheld computer or a trip to Washington, DC.

Media and information companies covering the elections, including CBS and CNN, were far more enthusiastic. According to AdRelevance, which is owned by Jupiter Media Metrix, non-party affiliated organisations ran campaigns totalling more than 100m ad impressions between July and October, while the political parties logged only 17m ad impressions.



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