The short version

Michael Bassik predicted on January 28, 2008: “Search advertising could garner closer to 80 percent [of 2008 online political ad spending - double Borrell Associates' estimate that 50 percent, or $10 million, would go to paid search].” Verdict: Called it. Bassik called the search skew before the cycle played out - and the whole category outgrew the forecasters. Obama's campaign…

Prediction by

Michael Bassik

On January 28, 2008

“Search advertising could garner closer to 80 percent [of 2008 online political ad spending - double Borrell Associates' estimate that 50 percent, or $10 million, would go to paid search].”

Follow-up

Bassik called the search skew before the cycle played out - and the whole category outgrew the forecasters. Obama's campaign alone spent about $16 million online, nearly Borrell's $20 million forecast for everyone, and the spend centered on search and list-building: new media director Joe Rospars reported 10-15x ROI on Google ads (ePolitics, Feb 2009).

From the High Caliber AI network — see the AI for PR module in the course.