SOURCE: Centro


September 08, 2010 09:00 ET

Centro and Global Strategy Group Study Reveals Positive Impact of Online Advertising on Political Campaigns

Live, In-Market Test Finds That Exposing Voters to Both Tv and Online Advertising Delivers Increased Candidate Name Recognition and Favorability

CHICAGO, IL--(Marketwire - September 8, 2010) -  Centro, a technology and media services company, in partnership with leading public affairs and research firm Global Strategy Group, announced today the findings of a study measuring the effect of online advertising on name recognition and favorability of political candidates.

"Effectiveness of Online Political Advertising: Chris Kelly, Democrat for Attorney General Case Study" offers never before documented evidence that online political advertising significantly enhances a candidate's name recognition and favorability when conducted in conjunction with traditional political advertising tactics. 

"Political advertising ultimately has the same goal as any other type of marketing -- making people aware of your brand, or in this case, candidate, and helping them draw favorable conclusions," said Shawn Riegsecker, president and founder of Centro. "As time spent online rivals, and in many cases, overtakes time spent watching TV, the web has become a critical component of political campaigns. As evidenced by Mr. Kelly's ads, online advertising has the creative capabilities necessary to build a brand and establish an emotional connection, which is vital to a political campaign. This study substantiates the combined power of TV and web advertising and supports the movement of political candidates devoting more budget to online advertising this election cycle."

Supporting a robust TV ad campaign, Kelly's online advertising campaign included more than 200 million impressions and reached over 17 million Democratic primary voters throughout California. Centro and GSG employed geo-targeting to construct a live, in-market test in which voters in Palm Springs were exposed to both TV and online ads, while voters in Santa Barbara were exposed to TV ads only. 

Telephone polling of voters in both media markets uncovered a 19 point lift in Kelly's overall favorability ratings in Santa Barbara, where voters saw only television advertising, and a larger 23 point lift in Palm Springs where voters saw both television and online advertising. Additionally, the campaign's target audiences of older women, 55+, and white women who were exposed to both TV and online ads were more favorable towards Kelly, more likely to recall having seen, read or heard something about Kelly and more likely to vote for Kelly than their counterparts who were exposed to TV ads only. 

"The insight and strategic guidance we provide for political campaigns has been instrumental in helping candidates connect with their voter base," said Michael Bassik, senior vice president, Global Strategy Group. "The results of this study offer the first real evidence that campaigns can count on the web, not only to raise money and drive voters to their sites, but also to help build their brand and get their message out. It is clear that online advertising will continue to play a key role in political communications in the coming years."

To read the complete "Effectiveness of Online Political Advertising: Chris Kelly, Democrat for Attorney General Case Study," please visit

About Centro:
Centro is a digital media services and technology company. Founded in 2001 and headquartered in Chicago with 16 offices nationwide, Centro serves over 350 agencies representing more than 1,100 advertisers. Centro's commitment to culture, innovation and great customer service has allowed it to receive many industry awards including Red Herring 100, Deloitte Technology Fast 500, Inc. 500 and Crain's Chicago Business Best Places to Work award. For more information, visit and

About Global Strategy Group:
Global Strategy Group is a public affairs and research firm based in New York City with a broad range of clients, including leading political candidates, Fortune 500 corporations and advocacy organizations. With capabilities including research, strategic communications, grassroots and grasstops organizing, branding and marketing and digital, GSG manages integrated campaigns to help its clients win campaigns and achieve their goals. For more information, visit

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