Obama substantially outspends Romney
Texas Insider Report: AUSTIN Texas As the 2012 Presidential Campaign concludes it turns out
your online behavior lead to 657 ads served up about President Obama versus 112 for Mitt Romney. And Obamas
FEC filing reveals his campaigns online advertising spending was
its highest expense after radio-TV and payroll according to a search marketing company experts.
Not surprisingly Barack Obama spent substantially more money for online advertising than did Mitt Romney during the 2012 presidential campaign.
The Obama campaign increased the amount spent in online advertising in August 2011 and by September 2012 reached $2.51 million for the month compared with Romneys $3.03 million for the month.
Romneys filing indicated that online advertising spend went to direct mail consulting digital
consulting and four other expenses. It turns out that
while Obama had a higher overall spend and prioritized online spending higher Romney spent more for online advertising overall.
Rise Interactive a search marketing company analyzed paid-search spend impressions and clicks for both candidates.
- Obama spent $1.18 million on paid search compared with Romneys 0.24 million.
- Obama gained 1.1 million clicks on 22.3 million impressions compared with Romneys 0.23 million clicks on 4.5 million impressions.
- Click-through rates were 4.93 versus 5.11 respectively.
Rise also looked at keyword bidding. Obama spent $146000 in June and August compared with Romneys $84000 during the same time period.
Will the amount spent in online advertising and marketing have any real influence on the U.S. presidential elections?
WordStream Founder Larry Kim said its
difficult to say because some voters research candidates on
search engines such as Bing and Google.
I think remarketing is really effective for say chasing people who visited a candidates site yet didnt sign up or donate money to a campaign Kim said.
So yes -- I think it may have some impact not unlike other forms of advertising. The challenge is that you can jam more interesting content into a TV ad versus a banner ad or text link.
When it comes to display ads the start-up
Moat provides ad search technology and analytics that indexes the Internet and allows marketers to view the ads serving up on publishers sites across the Internet.
