Obama Continues to Lead McCain in Online Media Outlets [9/5/2008]

Senator Obama continues to outspend Senator McCain when it comes to online media. A recent comScore study revealed that, through the first half of this year, Obama’s online ad drew an average of 92 million views per month. During the same period, the McCain camp averaged just 7.3 million.

Not only did Senator Obama’s overall online page views widely outpace Senator McCain’s, visits to his website did also. The Obama edge here was 2.2 million to 583,000.

The stat that gives the edge to the McCain camp belongs to video. Senator McCain’s site had more than 2.1 million video views, compared to only 612,000 for Senator Obama. Online marketing experts attribute this to the fact that video is featured more prominently on Senator McCain’s site than Senator Obama’s.

Continuing to work the video angle, Senator McCain’s campaign has been cutting into Senator Obama’s YouTube video views lead. On the site last month, the Obama camp racked up close to 10 million video views (9.8 million to be exact) according to TubeMogul, a video tracking website. This compares to 6.5 million for McCain during the same period.

Media experts say McCain is closing the gap in this area because of the onslaught of TV ads against Obama posted online in July.

Types of Ads the Camps are Running

The types of ads the candidates have been running may account for the disparities. Senator Obama’s ads have mostly been dubbed “brand builders”, touting a positive message of “join us in our cause.”

Senator McCain’s ads have been a mixed bag – featuring positive as well as negative messages.

In other social media such as MySpace and Facebook, Senator Obama continues to lead, although Senator McCain’s support is growing in these areas. Just last week in fact, Senator McCain’s support on Facebook increased 19%, while Senator Obama’s increased just a bit behind at 16.5%.

For more insight visit Online Video development

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