Campaigns, strategists and online media companies say they are still hashing out their campaign strategies. Online ads were all but nonexistent during last year's congressional elections. But Alex Castellanos, an experienced hand at selling candidates to the public via old media, is now plugged in and advising his clients to set aside cash for buying Internet ads. You're now going to walk in with a fourth and we're certainly doing that. I expect that within weeks we'll be launching our banner programs.
Campaigns are reluctant to discuss ad strategies, and many are still surveying the field.
Frankly, I think it would have more impact later in the race, closer to when voters are paying attention. In the short term, it could mean millions for online media companies. And if campaigns' forays into Internet advertising prove successful during this cycle, it could completely reshape the way campaigns are won in the next century. So that's the level of targeting that we're used to dealing with. But voter databases and the Internet allow campaigns to target more effectively than ever before.