6. Facebook
Facebook is predicted to dominate digital ad
dollars spent in the 2016 election
Statistics
1.79 billion global monthly users (Nov. 2016)
Over 200 million active U.S. users
1.03 billion global mobile users
7. Facebook
”Facebook's most attractive attribute is its audience.”
Bianca Prade
Senior vice president at Democratic political consulting firm
SKDKnickerbocker
According to Pew Research Center, 72% of online American adults use
Facebook, which includes some highly-coveted voter demographics:
77% of online women, 82% of those online ages 18-29, and 75% of online
Hispanics.
"Facebook’s audience is enormous, and it spans multiple generations and
particularly hits that voter demographic," said Prade.
8. Facebook
Can target very narrow segments (custom audience)
Beneficial in getting voters out to polls
Changing minds
Efficient targeting can save $$ on campaign budget and if the race is tight
this could lead to getting the votes needed in key states to swing
election.
10. Twitter
“Twitter’s impact in politics and political
movements became very clear very early on.”
(Adam Sharp, Twitter’s head of news, government, and elections)
-a platform to communicate effectively at a much lower cost
-interact directly with voters
-free focus group to find problems with candidate and campaign
-major audience to get your points across
-affect how news is presented
12. YouTube
Video content gives voters a first hand view of a political
candidate without media filters.
Voters are influenced by political ads and videos. Statistics
show an increase in video views as an election draws near.
According to Google research, since April 2015 video viewers
have watched over 110 million hours of political content on
YouTube.
13. YouTube Political Ad Examples
Donald Trump: https://www.youtube.com/watch?v=sBbtCvUGweo
Hillary Clinton: https://www.youtube.com/watch?v=vHGPbl-werw
“While 59% of people who turn to online video to learn more about
the candidates are under the age of 35, one in four are over the age
of 45.”
Kate Stanford
Think With Google
14. YouTube Video Search Trends
Refugees +224%
Immigrants +51%
Gun Control +27%
Economy +22%
Health Care +10%
15. Snapchat
The presidential candidates have turned to snapchat to get their messages out
Both candidates insert their ads while people are watching their snap stories
They can be clicked through or the user can choose to let it run
Both candidates have paid for geofilters, ads and overall awareness through
snapchat
It also follows the debates, allowing people to submit their snaps on debate day
so followers can see behind the scenes, see the candidates discuss the
issues and watch people react
Targets millennial voters
16.
17. Summary
-Digital marketing has grown by over 8% of the total campaign budget since 2008
-Websites are a great resource for voters to get more info on campaign platforms
-Social media sites like Facebook, Twitter, YouTube, and SnapChat offer a unique
way to communicate directly to voters at a lower cost
-Digital marketing will continue to grow in politics
