What Brand Advertisers Can Learn from the Presidential Hopefules

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	What Brand Advertisers Can Learn from the Presidential Hopefules

fuordigital

6-12-2008 9:49 PM

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<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/29e3a375-c903-4f4e-9890-a1aa1e0ddaa7/7EC7E766-3C29-48E0-B5AC-E6A54A37FC13/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://blog.adify.rsvp1.com/2008/06/what_brand_advertisers_can_lea_1.html" href="http://blog.adify.rsvp1.com/2008/06/what_brand_advertisers_can_lea_1.html" style="font-size: 11px;">blog.adify.rsvp1.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://blog.adify.rsvp1.com/2008/06/what_brand_advertisers_can_lea_1.html"><H1>What Brand Advertisers can learn from the Presidential Hopefuls</H1></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://blog.adify.rsvp1.com/2008/06/what_brand_advertisers_can_lea_1.html">
Revisiting the spending and donation numbers reported by the Washington Post in late March (Matthew Mosk, 3/29/08), and now knowing the outcome of the race between Obama and Clinton, it seems that Clinton’s stronger ROI did not translate to a successful overall campaign.  If we think of the campaign contribution as the political equivalent of a click or an acquisition, Obama’s less favorable ROI may point to the effectiveness of branding and community-building online.</blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://blog.adify.rsvp1.com/2008/06/what_brand_advertisers_can_lea_1.html"><div align="center"><img src="http://content6.clipmarks.com/blog_cache/blog.adify.rsvp1.com/img/387D64EF-74D5-42CF-9ABD-6AA6BC35DC59" alt="Roi%20chart.png" /></div></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://blog.adify.rsvp1.com/2008/06/what_brand_advertisers_can_lea_1.html"><DIV>Although Obama “gravitated towards performance-based ad buys” (Kate Kaye, ClickZ, 5/29/08), the imbalance between donations and money spent and the actual outcome at the polls demonstrates that it’s not only conversions that matter.  In fact, clicking on an Obama ad doesn’t even lead to a donation solicitation, rather to an invitation to join his community, receive emails, or learn more.
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