Obama wins in race for digital attention

The Obama campaign is employing a digital strategy like no other, betting more aggressively on Facebook, display ads, and paid search than Republican candidates seeking the nomination, according to new data from analytics firm comScore.

In fact, the Obama for America campaign delivered 835 million display ads in February, representing 86 percent share of voice for all presidential candidate display ads in that month, according to comScore. “The Obama campaign outnumbered the combined effort of the four leading Republican campaigns with any notable online ad presence by a ratio of 10 to 1 in the past six months, reflecting a significant difference in advertising strategy between Obama and the rest of the candidates,” comScore said in a report entitled, “5 Ways Digital Media is Shaping the 2012 Presidential Election.”