Personal Democracy Plus Our premium content network. LEARN MORE You are not logged in. LOG IN NOW >

RNC Hits Obama Over Gas Prices In Targeted YouTube Ads in Miami

BY Sarah Lai Stirland | Thursday, February 23 2012

The RNC is targeting Miami news and politics YouTube viewers with an ad slamming Obama over gas prices

The Republican National Committee on Thursday launched a geographically-targeted YouTube advertising campaign aimed at voters in Miami as President Obama makes a speech there Thursday about gas prices and energy policy.

The ad is an Instream TrueView video ad, where the video plays either before or during the actual video stream that the viewer went to YouTube to watch. In this case, the RNC is targeting YouTube viewers who are watching news and politics videos on YouTube in the Miami area, and would only pay for the ad if the viewer watches it for more than five seconds. The ads also only appear against videos from companies that YouTube has monetization agreements with, like local news stations.

The RNC's strategically timed and placed YouTube ad hits Obama over the rising cost of gas. It overlays a graph over recent footage of the President singing the Blues in the White House.

President Obama was scheduled to deliver a major speech addressing his energy policies and the rise in the price of gas Thursday at the University of Miami to address voters' anxieties over the issue.

As the RNC ad shows, Republicans are seizing on the issue to shape their perceptions. For his part, former Speaker of the House Newt Gingrich promised voters that his energy policies would result in $2.50 for a gallon of gas on Red State.

But the RNC's strategic attempt at persuasion is especially noteworthy because of its focus. Florida is a state that is likely up for grabs between Republicans and Democrats in the general election.

Rob Saliterman, head of advertising sales to Republican political campaigns and issue advocacy groups, said that the RNC had submitted its ad to YouTube only hours before it was scheduled to run on Thursday.

He said it's an example of a political party "bracketing" the opposition's media presence in a market, and he expects to see more of this kind of ad buy on YouTube as the election year wears on. One advantage of the medium, he said, is its cost efficiency. Television advertising in some markets can be extremely expensive and reach audiences in geographically irrelevant markets as far as voting is concerned.

News Briefs

RSS Feed friday >

NYC Politicians and Advocacy Groups Say Airbnb Misrepresents Sharing Economy

A coalition of New York election officials and affordable housing groups have launched an advocacy effort targeting Airbnb called "Share Better" that includes an ad campaign, a web platform, and social media outreach. GO

First POST: Data Dumps

The Internet Slowdown's impact on the FCC; Uber drivers try to go on strike; four kinds of civic tech; and much, much more. GO

thursday >

First POST: Positive Sums

How Teachout won some wealthy districts while Cuomo won some poor ones; DailyKos's explosive traffic growth; using Facebook for voter targeting; and much, much more. GO

wednesday >

First POST: Emergence

Evaluating the Teachout-Wu challenge; net neutrality defenders invoke an "internet slowdown"; NYC's first CTO; and much, much more. GO

tuesday >

De Blasio Names Minerva Tantoco First New York City CTO

Mayor Bill de Blasio named Minerva Tantoco as first New York City CTO Tuesday night in an announcement that was greeted with applause and cheers at the September meeting of the New York Tech Meet-Up. In his remarks, De Blasio said her task would be to develop a coordinated strategy for technology and innovation as it affects the city as a whole and the role of technology in all aspects of civic life from the economy and schools to civic participation, leading to a "redemocratization of society." He called Tantoco the perfect fit for the position as a somebody who is "great with technology, has a lot of experience, abiltiy and energy and ability to create from scratch and is a true New Yorker." GO

First POST: Fusion Politics

The Teachout-Wu Cuomo-Hochul race as it comes to a close; more criticism for Reddit as it prepares a major new round of funding; First Lady Michelle Obama as an Upworthy curator; and much, much more. GO

More