Bloomberg '09 Spent Over $2 Million on Digital Ads

  |  February 2, 2010   |  Comments

Mayor's re-election campaign spent around $2.1 million on Web ads, four times what Hillary Clinton's presidential primary camp spent online.

ClickZ News - Politics & AdvocacyThe Bloomberg 2009 campaign has become notorious for record spending. Yet, while it probably spent the most ever for a mayoral campaign on digital media - over $2 million - that number represents just a small fraction of the amount spent on television ads, direct mail, and other traditional media buys.

The campaign - resulting in Mike Bloomberg's third New York City Mayoral win - had a digital media strategist on staff, and used a variety of innovative online tactics - even running Google search ads to promote the @mikebloomberg Twitter account. However, despite the campaign's dedication to digital media, only around 3.5 percent of its total ad spend went to the Web, totaling just under $60 million.

Bloomberg09

The Bloomberg campaign is not alone. Other recent political campaigns - including those of President Barack Obama and last year's New Jersey Governor race - have also spent under 5 percent on digital advertising.

Bloomberg's 3.5 percent amounts to a significant expenditure relatively speaking, though. While the Bloomberg '09 camp spent around $2.1 million on online advertising and related efforts to reach New York City voters in 2009, that's around four times what Hillary Clinton's presidential primary campaign spent online to reach voters before she ducked out of the race in June 2008, according to Federal Election Commission data compiled by ClickZ News.

Spending on digital media by political campaigns may never reach that of television and direct mail. Online ads typically cost far less to produce and run, for one thing. Also, because they can be targeted more precisely, there's less waste than with TV, radio, and newspaper advertising, which can reach people outside targeted cities, states, or voting districts.

Still, the question remains whether average digital political ad spending will surpass 5 percent any time soon. The 2010 midterm elections may serve as a testing ground for higher online ad budget allocations by some sophisticated campaigns.

Bloomberg's online ad spending was handled by Connections Media, the Washington, D.C.-based consulting firm where Seiger serves as managing partner. In addition to the $2.1 million paid to Connections for online ads, $34 million went to television spots, $21 million to direct mail, $1.8 million to community and other newspapers, and $270,000 to robo-calls and traveling billboards, according to New York State Board of Elections data compiled by ClickZ. According to Seiger, the print buys included some online advertising impressions.

Follow Kate Kaye on Twitter at @LowbrowKate.

Subscribe to ClickZ's Politics & Advocacy News RSS feed.

Tags:

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Early Bird Rates expire May 29. Register today and save!

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.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter. Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • SEO Specialist
      SEO Specialist (HeBS Digital) - NEW YORK                             ...
    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...