2004 Internet Videos.

The IPDI article shows the great development of advertising through the internet through videos. Both campaings used web-video ads in 2004, yet the most watched and linked to was the non-partisan Jib Jab video "This land is Your Land". The article shows how a small investment in marketing through the internet can lead to a large exposure for your message and ad. However, what is interesting to note is that this cycle is dependent on attention from the mainstream earned media. The video cannot simply circulate the web and gain the same exposure that paid media can provide. The three most linked to sites fro both Google and Yahoo were Jib Jab, Moveon, and the Swift Boat Veterans. All three of these groups videos received lavish attention from the mainstream media. IN the latter two cases, this was because of contreversy. IN the case of Jib Jab, it was because of humor. While the Swift Boat Vets only ran their ads in 3 states, they received nationwide coverage. Conclusion: as fast as the net can spread a message, mainstream media is still what makes it all work.