This document discusses online political advertising trends and how to effectively implement an online advertising campaign. It notes that political campaigns will spend an estimated $160 million on online advertising in 2012, up significantly from 2008. It provides examples of different types of online ads like text, display, video and social media ads. It also discusses how to set goals and budgets, identify targets, create ad creatives, and measure results. The document promotes a company called ElectionMall that provides software and services to help political campaigns manage online advertising and communications.