Must Read Microsoft-AOL Deal Affirms Verizon’s Interest In Cross-Platform Media Streaming Wars: Why Apple Kept Quiet About Advertising In The Lead-Up To Apple Music Bot Blocker Distil Networks Secures $21 Million In Series B In Major Search And Ads Deal, AOL To Absorb Microsoft's Display Business And 1,200 Of Its Employees Mediaocean Acquired By Private Equity Firm Vista As Viewers Migrate To Mobile And Connected TV, Data Helps ESPN Gauge ‘Total Audience’ Mobile DMPs Nudge Their Way Onto The Ad Tech Scene Buy-Side Big Shots Debate Trading Desks, Reviews And Rebates TV 2.0 Moves From Concept To Reality At Cannes » Obama Buys More Display Ads Than Romney, And In More Places by Zach Rodgers // Monday, November 5th, 2012 – 12:00 pm Share: Of the presidential contenders, President Obama's reelection campaign has adopted the more broad-based display ad strategy in the campaign's final two months. In analysis shared with AdExchanger, analytics firm Moat finds Obama's campaign placed 10x the volume of display ads that Romney's did, an estimate that is consistent with FEC data on Obama's digital ad investment -- which places Obama's digital spend at anywhere between four and ten times that of Romney's. Also the Obama team's media strategy differs substantially from Romney's. AdWeek covered some of Moat's numbers last week (Read it), noting the Romney campaign shrank the number of properties in its digital ad buys considerably from September to October, but increased impression volume during that time by 400%. The chart below shows Moat spotted Romney ads on Google AdSense in about 44% of measured impressions and Lotame on another 38%. Obama meanwhile spread its spend more broadly across sites and buying platforms. Yahoo's Genome audience platform commanded 34% of Obama impressions observed by Moat, but the remaining 66% of spend was distributed more widely. Ten companies including Advertising.com, Tribal Fusion, and AppNexus captured the remainder of its display ad budget. Moat also noted Obama's direct buys included placements on NYTimes.com, Oprah.com, Cnet.com, and ComedyCentral.com. Add a comment Click here to cancel reply. Name (required) Email (will not be published) (required) Website Comment XHTML: You can use these tags: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong> Notify me of follow-up comments by email. Notify me of new posts by email.