Obama Outslugs Romney in Digital
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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%. And for the period between Sept. 1 and Oct. 14, the Obama camp had 497 creatives deployed across the web compared with the Romney camp’s 90.
While both campaigns are making use of ad networks and audience buying, the Obama campaign’s ads were sighted with many more tags from ad-tech companies (194 compared with Romney’s 116 for the weeks between Sept. 1 and Oct. 3). Moat’s report also makes note of the fact that 30% of the Obama ads have a Yahoo Genome tag, which “suggests use of audience and data targeting.”
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