Study on Digital Audio Benchmark and Trend Study 2012 reveals digital audio online reaches listeners throughout the day and represents a shift in behavior for accessing music and audio streams.  Explosion of devices from smart phones to tablets, cars to computers means keeping listeners tuned-in and likely to share information with others on social media while listening.

Defining metrics of success for online ads, impact of ads on Facebook, media buyers understand buying radio ads and transferring targeting skills to online audio ads, tips for running audio ads on web and mobile, and targeting possibilities for political campaigns to reach voters.

Talk radio brought into the digital world on a site that helps people discover quality content and develop relationships with wide variety of content providers with an increasing interest in political and business news, helping people discover new content, and ad placement in the listening experience.

Next step in using social media and apps to reach voters with content directly from campaigns, reporters and commentators, following trends in talk radio related to specific issues through data mining, and creating a non-partisan space with no ads but opportunities to create shows to be included in the Election Center.

Rise of interactive techniques into political realm, web site critical functionality, role of social media and email, overcoming resistance to including digital in a political campaign.

Role of online advertising in overall media plan, email, mobile, social media, web site key elements in a robust campaign, organic and paid search, who is responsible for digital activities, need for professional production values, and how SuperPACs are experimenting online to get their points across.

Role of yard signs, best practices for creating yard signs, targeting voters to increase name recognition, influence of peer-to-peer, green considerations of yard signs, URL and QR codes on yard signs.

Key elements in GOTV includes targeting voters who will turn out, persuading undecided voters and getting people to actually vote, the importance of personal touch, effective use of text messages, and social media and grassroots efforts to get out the vote.  eBook GetOuttheVotetoWin.com.

Robocalls being used for conducting surveys with an option to talk to a human, digital telecomm used for inbound calls to participate in a town hall and to send messages to elected officials, and options for web, mobile sites and mobile apps to launch and participate in a rapid response conference call.

Matching callers with those most likely to respond to fundraising appeals, calls to action, components of a phone strategy, role of call centers, challenges of getting a million calls out in an hour, managing a do not call list and other opportunities enabled by the Shoutpoint technology.

All media considered together but digital elements made the Santorum campaign viable for much longer than expected because of successful online fundraising, promotion of web video on cable, sharing authentic dialogue on social media, ability to get ads out quickly, and multiplier impact of the web.

In the digital world, voters want engagement with ads as compared to ads run on tv, starting with the music before creating an ad, response to online ads varies by time of day and day of the week, and advantages of online ads over direct mail for campaigns that appeal to a national audience.