Thanks to Kate Kaye at ClickZ, she proves once again what you readers already know, John McCain has the best online advertising campaign out of any of the presidential candidates. This is contrary to other poorly informed bloggers who only look at their low traffic websites to draw erroneous conclusions. Kate uses a reputable source like Nielsen Net Ratings to show that the McCain campaign does value a sophisticated web operation. Besides the Nielsen data, I ought to know how we are doing since we run the online and search advertising campaign for them and it HASN'T SLOWED DOWN ONE BIT.
You can dig into the report to see where Nielsen thinks we are running our banner advertising, but what should be clear is that with this report and what CNN reported on the iCrossing search study, we are not only embracing online advertising but doing much better than our competitors. And, if you think the recent changes on the campaign has hurt the results, THAN YOU WOULD BE WRONG. Since the changes from yesterday, our results have skyrocketed and not spun out of control as some in the blogosphere who have ulterior motives would lead you to believe.
From an industry perspective, I wish the other campaigns would jump in a little more instead of relying on the same old advertising techniques or high PR value tools like MySpace or YouTube. Don't get me wrong, I think it is awesome that campaigns are turning to YouTube to have a conversation, but I've yet to see any quantifiable data that they are turning these people into serious campaign supporters (ie - donate time or money).
As you can also see from ClickZ, Romney decided to dip his toe into the online advertising water, while the Clinton campaign stopped running banners ads; in fact, I've yet to see any real paid search activity from her team in a while. The Clinton move is a little perplexing given all of their money. I guess it is possible she is running some, but I spend A LOT OF TIME searching for ads as I run McCain's search campaign and her ads just don't pop up. Yes, that's a little unscientific, so unlike other bloggers, I'm given you a fair warning that I could be wrong, but directionally even if she is running some I still should see some ads given her campaign cash on hand.
Anyway, I really enjoy these studies from Kate/ClickZ as well as other companies like iCrossings because they use scientific methods to actually measure what is happening. It isn't an uninformed opinion from a bunch of political bloggers who want nothing more than to pursue their own agenda.