The article is a must see for the ad results.

http://www.clickz.com/showPage.html?page=3626467

McCain and Romney Simplify Ads in June, Tancredo Goes on Attack


By Kate Kaye | July 19, 2007

Which aspiring George W. Bush replacements ran display ads online in June? Just as in May, it was all Republicans, all the time, according to Nielsen//NetRatings AdRelevance. This time 'round a new advertiser, Colorado Republican Congressman Tom Tancredo, came up from the rear to steal the "most ad impressions" spot away from John McCain 2008.

Primary candidate Mitt Romney reduced his display ad campaign to a single creative and placed ads on just one site. And even McCain, whose campaign has run a wide variety of ad creatives on several sites in recent months, pared down creatives, media placements -- and perhaps most significant -- ad impressions, in June.

McCain's online ad impressions have dwindled from 11.5 million impressions in April, to 8.7 million in May, to a relatively conservative 92,000 in June. Some have speculated a reduction in online advertising by the campaign is a result of the Arizona Senator's reported fundraising woes, though people running Web display ads for John McCain 2008 say otherwise.

"We're just reevaluating what we're doing," said Eric Frenchman, chief Internet strategist at political consulting agency Connell Donatelli Inc., the firm handling some Internet components of the McCain campaign. The campaign has also increased its search marketing effort, noting paid search has been effective and cost-efficient. "Summer is not exactly the best time to advertise," continued Frenchman.

Evidently, new display advertiser Tancredo 08 thought differently. The campaign ran 855,000 ads in June, all on tabloid news site Drudge Report. The only ad creative it ran focused narrowly on one timely topic -- or at least implied that one topic: immigration. Just in time for a Senate vote on a divisive immigration bill considered by many Republicans to offer amnesty for illegal immigrants, Congressman Tancredo's ad demanded, "Defeat Amnesty Politicians." The ad linked to a petition declaring, "Here is my message for any politician who supports an amnesty bill: I will commit myself to working for your defeat!" It's not a stretch to consider the ad and the petition a direct attack on Tancredo's primary opponent and co-sponsor of that immigration bill, Senator McCain.

McCain's campaign reduced the variety of ads it ran, specifically cutting out tiny button units, but sticking with issue-oriented creatives focusing on the War in Iraq, pork-barrel government spending and the candidate's experience.

Opposition campaign Romney for President trimmed the four ads it ran in May to one expandable PointRoll unit featuring video, along with a registration form and links to information on issues like military support and wasteful government spending. Media buys by the former Massachusetts Governor's campaign were sliced down, also, to AOL.com News exclusively.