Political Marketing on Facebook: Obama Spent Nearly $500k on Facebook Ads During the Election

Facebook has devoted a lot of energy to becoming an important part of the political ecosystem in America. It has conducted experiments with media partners like ABC, operated a voter registration drive which signed up 50,000 people, and promoted politicians’ fan pages and virtual gifts throughout election season.

As Facebook has demonstrated its potential to make a difference in the way political influence spreads at the grassroots level to large numbers of people, candidates from the local level to the highest levels have taken notice and spent significant time investing in their Facebook presence and communicating with their Facebook supporters.

The Obama campaign, however, also spent time with the Facebook sales team. A new report from ClickZ analyzing the Obama campaign’s Federal Election Commission filing shows that Obama spent a total of $467,000 on Facebook – $370,000 in September alone. ClickZ says the McCain campaign did not break out individual online ad spending in its FEC reports.

While these numbers are small in light of both Obama’s overall spend on the campaign and Facebook’s estimated $300 million in 2008 revenues, it’s quite likely that Facebook outpaces much other online ad spend in terms of measurable engagement for political marketing campaigns, and likely ranks pretty decently when compared to other political marketing tactics like robo-calling, which is apparently completely ineffective but still sells for $20 CPM.

If Facebook continues to educate the market, it could see bigger pieces of the political spend in upcoming election cycles.

Mediabistro Job Fair

Mediabistro Event

Mediabistro Job Fair

Join us on January 27 at the Altman Building in New York City for an incredible opportunity to meet with hiring managers from the top New York media companies, network with other professionals and industry leaders, and land your next job! Register now!


Leave a Reply

7 Responses to “Political Marketing on Facebook: Obama Spent Nearly $500k on Facebook Ads During the Election”

  1. Nick Stamoulis says:

    I think Obama’s participation on social websites as a whole helped in him winning the election. His online marketing team played a big role in his overall success.

  2. links for 2008-11-07 - Kevin Bondelli’s Youth Vote Blog says:

    [...] Inside Facebook » Political Marketing on Facebook: Obama Spent Nearly $500k on Facebook Ads During … [...]

  3. Obama 2.0 says:

    [...] Obama gasto $467,000 en publicidad en Facebook. ver nota. [...]

  4. Facebook y Obama: unidos desde la campaña hasta la investidura. | Periodismo Ciudadano says:

    [...] se gastó medio millón de dólares en anuncios en facebook, la gran mayoría en los dos meses finales de campaña y logró acumular [...]

  5. Obama, amigo de Facebook « desnoticias says:

    [...] por mnk en 22 Enero, 2009 Según dice el propio Facebook, Obama se gastó medio millón de dólares en anuncios en esta red social. Y no fue mala inversión… El nuevo presidente tiene unos dos millones y medio de amigos [...]

  6. Obama y las redes sociales en el inicio de su campaña electoral – Periodismo Ciudadano says:

    [...] afinidad que Obama mostró inicialmente con Facebook, (no olvidemos que Obama se gastó medio millón de dólares en anuncios en Facebook en sus comienzos), parece trasladarse ahora hasta otras redes sociales como [...]

  7. Data points for the marketing and PR industry | Sword and the Script says:

    [...] Political breakthrough. The marketing spend for political campaigns in 2008 broke a record with a total of $4.5 billion. By my math, which I hope isn’t fuzzy, it seems President Obama single-handedly accounted for 1 percent of that total on Facebook advertisements alone spending a noteworthy $500k. [...]

Get the latest news in your inbox
interested in advertising with inside facebook?

Social Media Jobs
of the Day

Social Media Manager

Social Media Manager
Santa Monica, CA

Social Media Manager

Honest Tea, Inc.
Bethesda, MD

Product Manager - Community Platform

Maker Media
San Francisco, CA

Featured Company

Join leading companies like this one and recruit from the nation's top media job seekers on the Mediabistro Job Board. Every job post comes with our satisfaction guarantee. Learn More

Our Sponsors

Mediabistro A division of Prometheus Global Media home | site map | advertising/sponsorships | careers | contact us | help courses | browse jobs | freelancers | content | member benefits | reprints & permissions terms of use | privacy policy Copyright © 2014 Mediabistro Inc. call (212) 389-2000 or email us