The Ron Paul campaign is using video-enabled display ads to promote an anti-Gingrich message to New Hampshire voters that is also playing heavily in Iowa. The Paul campaign launched the "Serial Hypocrisy" ad, which paints Gingrich as a flip-flopper who has aligned with Democrats on issues like climate change, on December 5 on television and on YouTube.
While the Gingrich attack is reportedly aimed at Iowa voters, it appears the Paul campaign also hopes it will persuade voters in the first primary state of New Hampshire to consider the Libertarian-leaning congressman from Texas. The Paul camp did not respond to a request for comment.
Video-enabled display ads featuring the Hypocrisy ad have been spotted on New Hampshire's UnionLeader.com. The ads play the video upon rollover, and allow viewers to share it via Facebook, Twitter, and other social sites.
The spot employs the words of Gingrich and pundits such as Rich Limbaugh to portray the former house speaker as a Washington Insider who supports an individual healthcare mandate, a key element of President Barack Obama's healthcare law.
Though the use of video advertising by political advertisers is expected to grow during the 2012 cycle, the Paul ads are among the first to give it a try. Michele Bachmann's campaign was also an early 2012 video ad entrant, using pre-roll video ads to push supporters to the Iowa Straw Poll, which she won.
In September, the Democratic National Committee ran expandable video ads on LATimes.com in support of the President's job-creation plan. The ads included a video featuring an edited version of a speech he gave about the proposal and listed several bullet points detailing benefits of the plan.
In many cases, political advertisers see buying video ads as a way to extend television buys, particularly when there are limited GRPs available in an important market, or to reach elusive voter demographics who spend little time watching live TV.
Ads like the video-enabled banners the Paul campaign is running serve a dual purpose of persuading voters through an emotive, TV-like experience, while capturing their contact information for future fundraising and get-out-the-vote efforts. In this case, the video-enabled ads and related standard display units seen on IowaRepublican.com link to a page on his campaign site featuring the video and a petition that declares, "We need a real conservative, not a counterfeit!"
The Paul camp is also attacking Gingrich as a corrupt lobbyist in a longer web video launched December 11 that reinforces the "serial hypocrisy” message.
For more information on expert insights and tips on political video advertising, download ClickZ’s free Political Video Advertising 201 resource here.
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Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.
March 19, 2014