endorseliberty-video

Ron Paul Super PAC Spent Over $2.5 Million Online

  |  January 17, 2012   |  Comments

Endorse Liberty spent 98 percent of its budget online so far.

Amid all the talk of Super PAC advertising this presidential election season, there's only one group spending a significant amount of money online. Pro-Ron Paul group, Endorse Liberty, has spent around $2.7 million on online advertising since late December. And - mirroring 2008 presidential campaign online spending - most of Endorse Liberty's money has gone to Google.

While most Super PACs or independent expenditure groups have focused mainly on television advertising, 98 percent of Endorse Liberty's ad budget has been placed online. According to Federal Election Commission reports analyzed by ClickZ Politics, the organization, which describes itself as "an alliance of entrepreneurs, inventors and creators" promoting liberty, spent more than $2.25 million on Google ads, or 82 percent of its total ad buys through January 15.

The group is driving people who search for Ron Paul on Google to donate to help support the Texas congressman's dark horse campaign for the GOP nomination. Endorse Liberty has also produced a handful of web videos intended to convince voters to pick Paul. Approximately $343,000, or around 12 percent of the Endorse Liberty budget, went to Facebook advertising. For instance, leading up to the Iowa caucuses, the group ran ads targeting Iowa Republicans on Facebook. A portion of that Facebook ad buy went through online ad firm Smiley Media.

Endorse Liberty is promoting a lengthy 12-minute video viewable on YouTube and on RonVsMitt.com. The very end of the video features a clickable button that allows people to post the video and a Ron Paul endorsement to their Facebook pages. Through the videos, Endorse Liberty aims to persuade Republican primary voters to choose Paul; however, the group also hopes to generate donations through the videos and Google ads. Endorse Liberty also spent $50,000 with CampaignGrid, a firm that sells targeted display and video ads to political and advocacy advertisers. Another $36,000 went towards StumbleUpon placements.

Like the candidate it supports, Endorse Liberty's ad strategy is unique among political campaigns. The group has shunned direct mail, robocalls, and until recently, television advertising. Almost 98 percent of Endorse Liberty's advertising budget has gone towards digital ads, compared to just around 2 percent for TV spots. Addtional expenditures have paid for video production.

Ad Expenditures by Endorse Liberty December 21-January 15
Media Firm Amount Paid Percent of Total Ad Budget
Google $2,251,172 82%
Facebook $342,820 12.4%
Television $67,385 2.5%
CampaignGrid $50,000 1.8%
StumbleUpon $35,895 1.3%
Total Ad Spending $2,747,272 100%

Source: FEC data compiled by ClickZ News

Tags:

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

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

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...