This paper explores online political advertising in the form of digital videos posted on YouTube. Using a unique database of over 3,500 political ads posted on YouTube during the 2008 presidential campaign, it examines whether YouTube has allowed new actors to have an influence in electoral...

Introduction -- The regulation of advertising -- The volume and content of political advertising -- The challenge of online advertising -- How ads are created and tested -- Buying and targeting political advertising on television -- Studying the persuasive effects of advertising -- Beyond...

Scholars know too little about the message targeting strategies of political campaigns. There just is not much data on which messages are being targeted to which voters. Although recent efforts have attempted to study this by asking people to save the political mailings they receive, there...

Introduction -- The regulation of advertising -- The volume and content of political advertising -- The challenge of online advertising -- How ads are created and tested -- Buying and targeting political advertising on television -- Studying the persuasive effects of advertising -- Beyond...