It has been widely publicized how Obama has used the Internet to gain advantage both in raising money and awareness in his pursuit of the Democratic Presidential nomination. The numbers speak for themselves; according to the Washington Post, Obama raised $91 million online in January and February of 2008 versus only $37 million raised by Clinton. How did he do it?
Obama out spent Clinton in online media and did so by paying far less on traditional media advice. Here is the spend from January to March 2008 for both candidates:
Spending Category Barack Obama Hillary Clinton
Google $1,000,000 $67,000
Yahoo Web Ads $99,341 $9,186
Yahoo Search Ads $58,000 $0
Facebook $4,900 $0
Web Consultants $93,162 $0
Ad Consultant n/a $997,000
Media Consultant n/a $2,540,000
Obama spent far more on the web media itself and hired a relatively inexpensive web consultant. Clinton spent far more on traditional ad and media consultants. On these reported media expenses Clinton out spent Obama 3 to 1, but Obama's online presence has performed far better.
Hey, this online stuff seems to work!