Reston, Va. – Digital advertising and social media are playing increasingly important roles in political campaigns, according to a new report by Reston-based comScore.

“Digital media has emerged over the past few election cycles as a formidable platform for political campaigns, providing the ability to efficiently target campaign messages and reach key voting constituencies at a fraction of the cost of traditional media,” said Andrew Lipsman, comScore’s vice president of industry analysis. “Political blogs, online advertising and online fundraising have helped shape the past few elections, but 2012 will almost certainly be remembered as the ‘social media election’ given how central Facebook and Twitter have become to the current digital battleground.”

The complete report is available for download here.

This article was also published in New England Tech Wire.

Related links:

ComScore – media summary

ComScore – blog post

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