According to AdAge …
Obama is out slugging Romney in digital with 93% ‘Share of Voice’ in Online Ads.
The Barack Obama and Mitt Romney camps may be emptying their war chests this month to go head-to-head in TV spots in swing states, but the online battle is a more lopsided affair.
According to research by the analytics company Moat, the Obama campaign had a 93.3% share of voice in terms of display-impression volume in September across the top 20,000 publishers, compared with the Romney campaign’s 6.7%.
Obama had 497 creative executions deployed across the web compared with the Romney camp’s 90.
30% of the Obama ads have a Yahoo Genome tag, which “suggests use of audience and data targeting.”
The top five domains where President Obama’s ads were spotted in that period were NYTimes.com, RR.com, Oprah.com, Reference.com and Yahoo.com.
Romney’s top five were AOL.com, RR.com, Chow.com, GameSpot.com and Maxpreps.com.
The scale and sophistication of the Obama campaign’s digital ad operation should come as no surprise … the campaign opened a “tech field office” in San Francisco last winter that’s staffed largely by volunteers who work around their day jobs.
Romney’s digital director acknowledged that his side is being outspent on digital, but said that they’re trying to win by purchasing efficiently and working with third-party vendors to identify key buckets of voters in swing state.
“If [they] have money to burn … good for them … It’s a spray-and-pray model.”
““Obama had 27 million followers on his Facebook page, we had less than 5 million … But when the ruling came, we saw 27% engagement with our audience while they only got 1.5%.”
The post-mortem to this election will be interesting … both from a political perspective and re: target marketing and digital media.
Obama’s team is clearly at the forefront of using technology to pinpoint people, dope them out psychographically, and get to them through digital means … Romney’s team is pretty “old school”, largely relying on traditional research and methods.
Only complicator is that Obama is spending lots of $$$ on that old school stuff, too … so might be had to sort out which of his marketing techniques are delivering.
And, of course, the product and message matter, too …