Rather than simply go after signups and donations, Connecticut gubernatorial hopeful Dan Malloy has used Web ads to educate and persuade voters.
Representatives from Google, Yahoo, Facebook, and AOL descended on a Maryland State Board of Elections meeting on rules governing social media and online ads by political campaigns.
If most media outlets covering the presidential campaigns had anything to say about it, Facebook, YouTube, blogs, and other social media phenomena would get all the credit for making 2008 the most digital election ever. But that's only half the Web story. Many of the campaigns used a far more measurable online campaign tactic: paid online advertising.
The big names in online media, including several ad networks, collected the bulk of Obama campaign cash; McCain's campaign spent far less than Obama's.
Women were a target of display ads in the last two months of the election season.
The McCain campaign spent just over $1.5 million on Web media, mostly on Google search ads.
Obama outpaced McCain in video uploads and views, says divinity Metrics.
The president-elect's campaign shelled out nearly $8 million through October on Google, Yahoo, Facebook, news sites, ad networks, and in-game ad network Massive.
Speakers at ad:tech NY weigh in on the influence of digital marketing in the 2008 elections.
The Web won't pose a threat to TV ad spending anytime soon, but the last two years have moved the medium light years ahead when it comes to its significance to political campaigns.