Obama Beating McCain in Online Ad Battle
ADOTAS – Obama is taking the lead against McCain in their battle for primacy in the online advertising world, according to a new study from comScore. The study evaluated site visitation, video viewing behavior, searches on the candidates’ names, and display advertising efforts across the Web.
While McCain is leading Obama in video views (2.1 million vs. 612,000), Obama is creaming his opponent in site visitors (2.2 million vs. 583,000), candidate searches (5.4 million vs. 1.3 million) and display ads. During the first half of 2008, the Obama campaign consistently displayed more online ads than the McCain campaign, averaging nearly 92 million exposures per month compared to approximately 7 million per month for McCain. In recent months, Obama’s online efforts have ramped up considerably with 150 million exposures in May and 244 million in June.
“Not only have the two campaigns placed a different level of emphasis on the importance of using online advertising as part of the media mix, but their execution also shows stark differences,” said Andrew Lipsman, senior analyst at comScore. “While Obama’s ads tend to be ‘brand-building’ ads encouraging people to join the movement, McCain’s ads are often issue-oriented. Additionally, while Obama ads have an almost universally positive message, McCain ads feature a mix of positive and negative messages.”
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