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McCain Sole Display Ad Candidate in July, Shows AdRelevance

  |  September 21, 2007   |  Comments

UPDATE: Display ad impressions for the Republican Senator have steadily dropped over the past few months, from 11.5 million in April to 125,000 in July.

ClickZ_Campaign08_katefinal.jpgUPDATE: In November 2007, Nielsen Online AdRelevance, formerly Nielsen/NetRatings AdRelevance, provided ClickZ News with revised data on political advertisers for the months of April through September 2007. The amended information affected several stories, including this one, published by ClickZ during that time period. Detailed corrections can be found below the following original story.*

Original Story:
Much like the ad industry itself, online ads from presidential candidates seem to be taking a summer siesta. Though the dogged Web campaign for Republican Senator John McCain kept on keeping on, his display ad impression numbers continued to dwindle in July.

Previous Web ad dabblers like Republican primary hopefuls Mitt Romney and Colorado Republican Congressman Tom Tancredo, who petitioned Drudge Report readers to "Defeat Amnesty Politicians" in the previous month, cut display advertising altogether, according to Nielsen/NetRatings AdRelevance data.

Democratic primary candidates also appear to have stayed away from Web ads in July. However, PointRoll expandable video banners for Senator Barack Obama have been spotted around the Web this month, including on UnionLeader.com, where early primary voters in New Hampshire reading the Manchester-based newspaper site would be sure to catch them.

Paring down its online ad efforts in the dog days, the McCain campaign's impressions have steadily dropped over the past few months, from 11.5 million impressions in April to just 125,000 in July. The campaign also has reduced the types of ad creative it's run in that time, from at least 14 variations in April to seven in July, according to ads observed by AdRelevance. About half of the ads run by the campaign showed up on conservative news and opinion site National Review Online in July.

McCain's online team also revived some ad creatives last month not picked up by AdRelevance in the prior couple months. For instance, ads describing McCain as "One Tough Guy, One Great Leader" and banners declaring, "It's time for straight talk on Iraq," showed up again last month.

July 2007 Ads by
John McCain 2008
Ad Copy Call to Action Ad Sizes Number of Impressions Sites/Networks
"America Deserves Experience. America Deserves Straight Talk. McCain." "Join John McCain" 160x600 Wide Skyscraper, 300x250 Medium Rectangle, 728x90 Leaderboard 46,000 Google
"$74 million tax dollars for peanut storage costs? That's Nuts! $100 million tax dollars for citrus assistance? Orange You Outraged? $60.4 million tax dollars for salmon fisheries? Something smells fishy. Outraged by Pork?" "Take the survey" 160x600 Wide Skyscraper 19,000 Google
"One Tough Guy. One Great Leader. McCain."
160x600 Wide Skyscraper 16,000 Google, Investors
"It's time for straight talk on Iraq. McCain." "Support John McCain" 300x250 Medium Rectangle 15,000 Google
"$74 million tax dollars for peanut storage costs? That's Nuts! $100 million tax dollars for citrus assistance? Orange You Outraged? $60.4 million tax dollars for salmon fisheries? Something smells fishy. Outraged by Pork?" "Sign the Petition" 300x250 Medium Rectangle 13,000 Investors
"McCain. Ready to Lead. McCain."td> "Join John McCain" 728x90 Leaderboard 7,000 Google
"Surrender is not an option" "Sign the Petition today" 160x600 Wide Skyscraper, 300x250 Medium Rectangle 9,000 Google, Valueclick
Source: Nielsen/NetRatings AdRelevance, 2007

Onetoughguy

July 2007 Sites and Impressions by
John McCain 08
Site/Sub-Site Impressions
National Review 63,000
CBSNews.com 17,000
YouTube 10,000
Dictionary.com 6,000
FrontPage Magazine 6,000
Blog*Spot 6,000
FARK.com 4,000
The Christian Science Monitor 3,000
HowStuffWorks 3,000
2theadvocate.com - WBRZ : Baton Rouge, LA 3,000
Washington Times: Washington, DC 2,000
Family Education Network Infoplease 1,000
Thesaurus.com 1,000
Source: Nielsen/NetRatings AdRelevance, 2007

* UPDATE:In November 2007, Nielsen Online AdRelevance, formerly Nielsen/NetRatings AdRelevance, provided ClickZ News with revised data on political advertisers for the months of April through September 2007. Although the measurement firm originally reported John McCain 2008 was the only presidential candidate campaign running display ads in July, Democratic Senator Barack Obama's campaign also ran display ads. The small static image ad ran on Yahoo News and urged viewers to visit Obama's Web site.

July 2007 Ads by
Obama for America
Ad Copy Call to Action Ad Sizes Number of Impressions Web Sites
N/A "Visit the Official Obama '08 Campaign Website" 120x60 Button 16,000 Yahoo News
Source: Nielsen Online AdRelevance, 2007

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ABOUT THE AUTHOR

Kate Kaye

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.

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