Barack Obama's campaign spent over $3 million on TV ads in one state on Monday.
He's spent about double that on the Web since January.
Yep, according to my calculations based on FEC reports, his campaign spent around $5.45 million on paid online media on the Web, into August.
How's that for sharp contrast?
As I wrote in my recent Reuters commentary piece on Obama's online ads:
The fact is political advertisers typically don't use Internet ads to sway voters the way they do television ads. When it comes to the Web, they rely on things like video on YouTube and their official sites to have persuasive impact.
Not only is advertising on television a tough-to-break habit for political campaigns, they have yet to see online ads affect an election in an undeniable way.
Until there's proof that an online ad moved people to vote for or against a candidate, the first full-fledged Internet election may be far off.
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Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.
December 12, 2013
1:00pm ET / 10:00am PT