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Campaigning Online: Web Display Ads in the 2012 Presidential Campaign

Publication ,  Journal Article
Ballard, AO; Hillygus, DS; Konitzer, T
Published in: PS - Political Science and Politics
July 1, 2016

Although much of what we know about political advertising comes from the study of television advertising alone, online advertising is an increasingly prominent part of political campaigning. Research on other online political communication - especially candidate websites, blogs, and social media - tends to conclude that these communications are aimed primarily at turning existing supporters into campaign donors, activists, and volunteers. Is a similar communication strategy found in online display ads - those ads placed adjacent to website content? In one of the first systematic analyses of the nature, content, and targets of online display advertising, we examined 840 unique online display ads from the 2012 presidential campaign. We show that the policy content, ad location, and interactive elements of the ads varied based on the audience, with persuasive appeals aimed at undecided or persuadable voters and engagement appeals aimed at existing supporters. Comparing ad content across candidates also found that each side focused on those issues for which the candidate had a strategic advantage. As a consequence, and in contrast to the conclusions of previous research that examines television advertising, we found minimal issue engagement in online advertising.

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Published In

PS - Political Science and Politics

DOI

EISSN

1537-5935

ISSN

1049-0965

Publication Date

July 1, 2016

Volume

49

Issue

3

Start / End Page

414 / 419

Related Subject Headings

  • Political Science & Public Administration
  • 4408 Political science
  • 1606 Political Science
 

Citation

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ICMJE
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Ballard, A. O., Hillygus, D. S., & Konitzer, T. (2016). Campaigning Online: Web Display Ads in the 2012 Presidential Campaign. PS - Political Science and Politics, 49(3), 414–419. https://doi.org/10.1017/S1049096516000780
Ballard, A. O., D. S. Hillygus, and T. Konitzer. “Campaigning Online: Web Display Ads in the 2012 Presidential Campaign.” PS - Political Science and Politics 49, no. 3 (July 1, 2016): 414–19. https://doi.org/10.1017/S1049096516000780.
Ballard AO, Hillygus DS, Konitzer T. Campaigning Online: Web Display Ads in the 2012 Presidential Campaign. PS - Political Science and Politics. 2016 Jul 1;49(3):414–9.
Ballard, A. O., et al. “Campaigning Online: Web Display Ads in the 2012 Presidential Campaign.” PS - Political Science and Politics, vol. 49, no. 3, July 2016, pp. 414–19. Scopus, doi:10.1017/S1049096516000780.
Ballard AO, Hillygus DS, Konitzer T. Campaigning Online: Web Display Ads in the 2012 Presidential Campaign. PS - Political Science and Politics. 2016 Jul 1;49(3):414–419.

Published In

PS - Political Science and Politics

DOI

EISSN

1537-5935

ISSN

1049-0965

Publication Date

July 1, 2016

Volume

49

Issue

3

Start / End Page

414 / 419

Related Subject Headings

  • Political Science & Public Administration
  • 4408 Political science
  • 1606 Political Science