What accounts for this reluctance? The perception that online advertising is too boring to grab voters’ attention and too expensive to update in response to rapid changes in the political winds.

Indeed, if you define online advertising as static banner ads or as elaborate rich media productions that are expensive and time-consuming to update, then that analysis is correct.

As Scott Brown’s winning campaign demonstrates, however, Mixpo Xspots eliminate the cost and complexity barriers that have prevented campaigns from taking advantage of the power of online video advertising.

Using the Mixpo platform, the Scott Brown campaign quickly and easily converted 30-second TV spots into interactive Xspots that ran across the Boston Herald online edition. From the engaging Xspots, voters could donate to the campaign, sign up to follow the Scott Brown Twitter feed and Facebook page, and more.

In response to the Brown-Coakley debate, the Brown campaign modified its Xspots to take advantage of increased momentum. Without re-trafficking any ad tags, changes went live immediately everywhere the Xspots were running.

Politics is intense and dynamic. Now there’s campaign technology that makes the most of those characteristics online. Contact Mixpo today.

Read the full Scott Brown case study.

Learn more about dynamic video advertising for politics.

Read more about the Brown campaign’s online strategy.