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ANDREW ROOS: Well online fund raising has
been known to work.
I talked about it earlier.
I worked for Bill Bradley in 1999.
And we out-raised online the sitting vice president.
That was exciting.
That's not new anymore.
What's going to be new, and more central to campaigns, and
very effective, is persuasion.
People are using search.
That's exciting.
It's powerful.
People do it.
But really exploiting the power of the Google content
network, where you're talking to--
80% of all internet users are seeing ads in
this network somewhere.
Direct mail and television, you've had weaker modes of
targeting, where you're trying to get piggyback on who
watches a cable channel or has a subscription to a magazine.
Now we're taking advantage of contextual targeting in real
time with what pages you view or what articles you read at
any given moment.
So it's got unbelievably wide reach.
And it's incredibly powerful in the targeting.
And that's really the big step forward in the cycle, using
that to communicate directly, to persuade,
to move poll numbers.
And that's what campaign managers care about.