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Obama Steps Up Online Advertising on Campaign


Barack Obama set a record in January by raising the highest amount of any candidate in a primary race. Online advertising may have contributed to his astonishing success. He raised $36.8 million last month compared to Hillary Rodham Clinton’s $19.7 million. Obama beat his staff’s projections of $32 million.

Unfortunately the reports I read don’t break down how the funds came through except to distinguish between individual and corporate donations. However, there is some data about candidate’s focus on raising money through display advertising.

Since January 2007, presidential candidates launched 277 million display ad impressions. And like in the primaries, Obama has taken the lead here. According to research by Nielsen Online AdRelevance, Barack Obama ran over 70 million display ads in January. Contrast that with John McCain’s 19 million display ad views.

Most of the ads are run on Yahoo, who is the leader for display advertising (Google tops search advertising). Recent numbers say that display ads make up about 21% of all online advertising.

I noticed that Obama, Clinton, and McCain all have very targeted sites with splash pages and home pages asking for contributions. Incidentally all three also have blogs.

  • http://www.herbalexcel.com SteveRosenbaum

    I wonder how much came from Oprah?

  • http://www.hotproductsplus.com Mike Montague

    70 million ad displays in one month is insane!

  • http://www.gowfb.com GoWFB

    Those are some amazing figures!

  • http://www.goodnightmoonfuton.com Futon-Matt

    Those numbers are staggering, that’s so much.

  • http://www.freexbox360package.co.uk/ free xbox 360

    i stumble allot and it seems every other page is on obama.

    70 million displays is nuts aswell

  • http://www.newhomessection.com Jayson

    70 million in January!! I guess advertising works, it would appear that he’s on his way to the white house.

    Do the politicians actually write on their blogs? I wonder if they rank well for things they stand for e.g. gun control or immigration? If I was running, I’d optimize for my competitors keywords…just for fun.

  • http://www.thevanblog.com Steven Bradley

    Wow. $70 million ads. Hard to fathom. Imagine what the next election will look once the candidates truly embrace the medium.

  • http://www.gowfb.com GoWFB

    This battle between the two Democrats has the whole world riveted, it is such an interesting tussle: a woman and a black man, both anomalies at the White House!

  • http://www.JRJackson.com J.R. Jackson (a.k.a. MLM’s $8-Million Man)

    Where is Oprah?

    Maybe she knows a sinking ship when she sees it.

    J.R.

    J.R. Jackson (a.k.a. MLM’s $8-Million Man)’s last blog post..Comment LUV

  • http://www.jovenmedia.com online advertising and seo

    I agree 70 million in online advertising is friggin’ sick! I know somebody that runs a little bit of their online campaign and on google the keyterm “barka obama” on google’s href=”http://www.angle45media.wordpress.com” title=”ppc”>PPChad about 450,000 queries in August, with that key term at about $1.5 a click, let’s say the #1 position only get about 20% ctr. That’s 90,000 clicks! For one month, ONE key term is costing the campaign $135,000 dollars. Now it goes to a fundraising site so I’m sure it’s profitable, the questions is how much?

  • http://www.jovenmedia.com online advertising and seo

    I agree 70 million in online advertising is friggin’ sick! I know somebody that runs a little bit of their online campaign and on google the keyterm “barka obama” on google’s href=”http://www.angle45media.wordpress.com” title=”ppc”>PPChad about 450,000 queries in August, with that key term at about $1.5 a click, let’s say the #1 position only get about 20% ctr. That’s 90,000 clicks! For one month, ONE key term is costing the campaign $135,000 dollars. Now it goes to a fundraising site so I’m sure it’s profitable, the questions is how much?

  • http://www.xboxgamesfree.com Xbox

    Probs to obama for this he knows who his market is

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  • gregt7195

    Hey Janet!

    Obama's results are impressive! I bet there are politicians everywhere trying to hire Internet gurus instead of political strategist now. :)
    The new era…..4 parties…republican…democrat…independent…Internet….and the Internet candidate crushes the election like a Frank Kern product launch.

    Greg