24/7 Aims at Political Accounts, Opens Washington DC Office

Anticipating increased online spending for the upcoming presidential and congressional political campaigns, 24/7 Media Inc. opened a sales office in Washington DC.

As the 2000 presidential and congressional races heat up, online fund-raising initiatives and online campaigns are predicted to be key components of candidates’ strategies, 24/7 said.

According to E-Voter 98, a study that measures the impact of online advertising for political candidates, banner advertisements build name recognition and could have a significant impact on the voting public, 24/7 said.

The company said it will work with candidates as they begin to ramp up fund-raising and campaign initiatives. Specifically, 24/7 Media said its database-driven targeting will enable the candidates to develop effective online advertising campaigns for individual candidates, and change campaigns “on the fly.”

“The challenge for the online advertising sales force is marketing the Web properties they sell to the candidates,” said Karen Jagoda, president of research firm Turtleback Interactive and an author of E-Voter 98. “Media buyers for political campaigns are looking for specific sales solutions. 24/7 Media’s ability to offer database targeting makes it an ideal partner for the potential political candidates.”

24/7 Media already has several Washington DC.-based advertising clients including Saab, Health Quick and Motley Fool.