Scott Brown ran Xspots on BostonHerald.com

In a recent article on ClickZ, Kate Kaye interviews partners from a number of digital consulting agencies that have launched in recent months. These agencies are hoping to profit from the wave of candidate and advocacy campaigns convinced by the success of Obama’s presidential run and the Scott Brown for Senate effort that “incorporating a digital media strategy into their overall approaches is vital.”

“As new media grows,” says Peter Pasi, EVP of Emotive, a digital agency serving Republicans, “campaigns are demanding a more varied skill set from their agencies.”

One of the skills that new digital agencies offer is the ability to avoid the silos that have so often separated digital campaign efforts and traditional disciplines, such as direct mail and television.

Justin Germany, co-founder and partner of political consultancy Craft, notes that when “we shoot [web video] for a client, it’s all multipurpose.” The lines between the web and television “start blurring, start disappearing.”

Craft co-founder Michael Turk says that agencies that push one medium over another may end up “advocating for things that might not be best for the client.”

“What you want to be able to do,” says Germany, “is have all guns blazing at once.”

Learn more about how the Scott Brown for Senate campaign benefited by taking the power of TV to the Internet.

Viral videos are a cheap way to gain attention for a political candidate. That’s the message of Bill Whitaker’s CBS news report called Political Attack Ads Hit the Net.

Whitaker contrasts online ads, such as recent ads featuring a Meg Whitman avatar and a bloated balloon version of Barbara Boxer, with expensive TV ads (costing up to $10,000 per 30 seconds) that voters can skip. Motivated voters seek out and share political ads online.

While, as Millward Brown points out, only a small proportion of ads actually achieve high viral viewing, integrating an online video ad with other media efforts is one of the top 10 ways to encourage viral spread.

Learn more about integrating TV and online political advertising efforts.

Increase the likelihood of viral spread by taking advantage of Mixpo’s convenient social media sharing options.