techPresident - Obama Online Ad Seems Aimed at General Election - Comments

Thanks!

Colin Delany — Fri, 22 Feb 2008 11:05:06 -0500

Thanks y'all -- excellent info.

Colin Delany
e.politics
http://www.epolitics.com

Obama Buying on Ad Networks for Fundraising/Signups

Kate Kaye — Fri, 22 Feb 2008 06:44:29 -0500

Like Read noticed, these ads have been around forever. In fact, the Obama campaign hasn't run many new ad creatives in quite awhile. The goal with his online ads has pretty much exclusively been gathering signups and donations. I really haven't seen any display ads from the campaign intended for persuasion. Though McCain (and during earlier primary season, Romney and Richardson) dabbled in persuasion using issue-based messaging, most of the display ads from the candidates have been used for those two more obvious reasons. Candidate campaigns for the most part still aren't really sold on the idea of using Web ads for persuasion (much less using them at all).

Also, ads from McCain, Obama and others throughout the season have shown up all over the Web on small sites and large because the campaigns are buying a lot through ad networks, targeting geographically and possibly demographically and/or behaviorally based on stuff viewed by a user previously.

See ClickZ's recent piece on how Obama's January ads probably helped push his big January fundraising: http://www.clickz.com/showPage.html?page=3628500

He ran 70 million impressions in January -- that's a lot relatively speaking. It topped the number of ad impressions from all the presidential campaigns in October and November -- 65 million in each month, as tracked by Nielsen Online AdRelevance.

Kate Kaye
Editor, News and Campaign '08
ClickZ News

Proof that Obama's old creative can drive traffic to new video?

Read Scott Martin — Thu, 21 Feb 2008 21:58:12 -0500

The Media Trust says this exact creative on the banner, including the appeal, first appeared August 17, 2007, and has been appearing on blackamerica.com, politico.com ad other sites the last several weeks. Colin caught me napping today! Tracking Google ads has been a gap. The domain name Space.com could show renewed emphasis on network buying. The video traffic on the web site may well be evolving too - Ad of the Day has not been analyzing Obama's site, just the ads, so I can't be sure. I will get a post up later tonight with a fuller analysis.

Obama Online Ad Seems Aimed at General Election

Colin Delany — Thu, 21 Feb 2008 14:03:25 -0500

The Obama campaign seems to have shifted at least some of its online ad buying towards a general election strategy, at least judging from a display ad on a decidedly non-political site