In yet another sign that online has become a dominant force of modern advertising, Clickz have just compiled some data indicating that Obama spent at least $3.47 million on online advertising between January and April this year. The biggest recipient of this money was Google who took over 82 percent of the total money spent.
One of the highest spending months was February this year, with around 1.9 million paid to online advertising companies. A breakdown of the expenditure is below:
As you can see a majority of the money went to Google, with other advertising networks such as Yahoo, Pulse360, AOL owned Quigo and Microsoft taking a large share. Facebook was the largest of the social sites taking around $9,000 in advertising revenue.
The Clickz article notes that Obama’s team has shifted a lot of their budget towards performance based media, with donations and votes in mind. All of the top spending media firms offer cost-per-action programs which make it accountable and easier to measure the campaign success.
While the majority was spent on the above mediums, some influential blogs and websites also received healthy contributions over the period with Politico taking $36,000, CNN.com $24,000, and Gothamist ($2,800). These were most likely CPM (cost per thousand) based ads.
Politicians are just another industry that have recognized the power of online advertising in driving new donations and votes for their campaigns. If you’re thinking of getting involved but don’t know where to start, check our out fully managed Easy Search Advertising program.