With the arrival of new video distribution methods and social media platforms, we were likely to see the various forms of political ads Live broadcasting of Candidates on YouTube, Facebook, Twitter, and Instagram, etc.
As we all know, traditional Television ads always remain a foundation for any advertising campaign. But Voters should be alert that every type of digital screen will host political apples soon.
- 1 Introduction to Political Advertising
- 2 The Impact of the Internet on Political Campaigns
- 3 Types of Political Ad Campaigns
- 4 Facebook Ad Transparency Tools
- 5 Twitter Ad Transparency Tools
- 6 Google Ads Transparency Tools
- 7 Best Practices for Online Political Advertising
- 8 Top Political Ad Campaigns with Examples
- 9 Political Advertising Statistics for 2020
- 10 Conclusion
Introduction to Political Advertising
Research by the election commission found voters were likely engaging with the humorous campaigns regardless of trustworthiness and without proper identification as apart of the election battle.
Political advertising has many options to enable political campaigns in the digital world. Choosing the best political advertising medium largely depends on the strategic objectives, targeting the audience, and finally, budget matters.
Print ads, Radio ads, Television advertising, digital ads, and direct mailing are the most common ways that a political candidate chooses to communicate through political campaigns. As 2020 is exceptional for the elections year, it’s a prediction that expenditure on political ads will rise to 150% as compared to last election campaigns on social media.
The Impact of the Internet on Political Campaigns
The expansion of the cable TV networks and the advanced technologies internet grant candidates to reach a large group of audience and communicate their political campaigns directly through the internet.
Unlike traditional campaigns, social media innovations have streamlined the process offered more options to reach a broad audience with a little effort.
Political advertising is a process of reaching the massive volume of constituents with political campaigns through the internet. Nowadays, political parties mainly associate the internet and social media for broadcasting their political campaigns.
Google Political Ads
Google decided to make political campaign information as public in the 2020 elections. Google will reveal the information about who is going to buy the ads and how much money they spent on political campaigns.
To bring more transparency, in online campaigns, google launched India specific political advertising campaigns, transparency reports, and searchable ad libraries. Google takes an initiating step toward the 2020 election campaign openness on online advertising and enables the voters to get election-related information they need.
Now Google has updated its election campaign policy in India. It is now it requires election ads running by advertisers should provide a pre-certificate issued by the Election Commissioner of India. Later Google will verify advertisers’ identity before going to run their campaigns on the platform. The Verification process will start in a few days.
Facebook political ads
Facebook’s new ad transparency tool considers to the users who are accountable for any political ads. The new political ads tools offer to users who are paying can be easily manipulated.
Facebook has put a policy on Facebook Advertising not only to the candidate’s based ads. It also focused on a legislative issue where the public has given importance where ads being run.
Facebook, not event, blocked any account, posts, and videos. It is just asking for more authorization for those who are running political ads on its platform. Facebook is proposing to provide legal documents like a passport or driver’s license or mailing address to send a verification code.
If you or your party running political campaigns on the world’s largest social media platform Facebook it may be a great chance to win. If it is a regular Facebook advertising for a business or to boost your posts, you should be giving social network details and credit card details.
To create a new paid advertising for political campaigns, Facebook allows us to work on money through the new validation process.
The New Facebook validation process for political ad campaigns include three steps.
- Confirmation of Identity
- Wait for the latter in the mail
- Two Factor Authentication
LinkedIn Political Ads
Linked is a highly valuable tool or a network where you can see like-minded professionals. LinkedIn impresses the audience with factors like personalization, Scalability, and acceptance of multiple objectives.
LinkedIn is launching LinkedIn dynamic ads soon in the campaign manager self-service option. With the new changes in LinkedIn ads, all advertisers can directly introduce their political ads on the campaign manager self-service option.
This option is available on desktop websites, directly reaches the effective ads option to set up. For the first time, advertisers can monitor and analyze the performance of the ads on campaigns Manager.
LinkedIn consists of more educated voters to draw their attention towards casting their votes. 79% of the Linkedin voters are intended to cast a ballot by watching political campaigns on social media.
Twitter Political Ads
Twitter labels new political ads policies earlier of the 2018 election in India. Twitter is letting the news outlets to apply exemptions to its political ads as apart of the latest updates on social media platforms.
Twitter planning to implement the new political ads standards, which include archiving political ads to enhance ad transparency.
Other steps include labeling the promoted ads or the tweets which contain political content. Finally, the accounts should get a certification process which are running the political ad campaigns on their mind.
Twitter has given a chance to the new publisher’s exemption from the new policies to reached their criteria, whereas having more than 200,000 monthly unique users for the site.
Types of Political Ad Campaigns
These are the different types of political ads that would stream, broadcast, and Instagrammed on social media presence and for the coming years.
Targeted TV ads
In the beginning, targeted Television political ads on TV raise the politicians to squeeze more efficiency out of marketing budgets during the time-crunched political campaigns. But now the political ads budget has dropped due to more efficient social media campaigns.
Political advertisers say that TV ads help to target voters using specific programs still cheaper than targeting individual users through traditional marketing.
Targeted TV political ads are temporary and are highly competitive enough. It has some technical limitations through targeted TV ads. Political marketers should focus more on creating targeted TV ads.
Social Media Ads
The use of digital media campaigns and social media ads are exploding in all directions of the Internet. So the election commission has decided to bring transparency over political advertising on social media sites.
Election commission believes that transparency is the only solution to make politicians campaigners honest in their political advertising. It helps the voters to argue and find the right one among social media ads.
Google Facebook, Twitter, YouTube, and LinkedIn are the best for political advertising, which follows the new election commission policies.
Positive ads are the most general type of political campaign that consists of video content. These ads involve the candidate talking about the current issues with the background representing the icon of their native place.
Positive ads bring brand authentication to the candidates with the related background to get support from the community voters. These campaigns generate donations and remain eligible citizens to cast their votes throughout the campaign cycle.
Negative ads are the most natural type of ads to display the footage from newspapers, online news o their competitors negatively in political campaigns. It will destroy the reputation of your competitors and enhance the sentiment on the candidate.
These ads do not contain a call to action like “Don’t caste For for some X.” A simple message and reason needed for negative ads to resonate with your campaigns. Negative ads generally use red or black color as background dispatch the opposition candidate.
Citizen testimonials are the best ways to impress the voters fighting for a cause. If an average citizen sitting beside the candidates or an activity done by the candidate date with an ordinary citizen, these ads reach more audiences.
Citizen testimonials are all about how the candidate cares about public safety, how the candidate best of dealing with healthcare issues and national security.
Facebook Ad Transparency Tools
The decision to launch the Facebook Ad Transparency tool, especially for political campaigns in India, will make it be in the fourth Market after U.S, U.K, and Brazil.
What does it provide in terms of Transparency? It is already started in the U.S and gives the information to users, the buyer of that particular political ad. Also tells you how much paid for those specific ads. It also catches the misinformation provided by the third parties.
This feature will flag the political ads that are misleading, violent, or projecting any lousy information. Moreover, it filters the ads by country. Facebook is restricting the third-party tools that political advertisers are using to target Facebook users.
It will also maintain the library for the online searchable Ads where all the relevant ads of a particular political advertiser shown along with demographics and impressions of that ad.
Twitter Ad Transparency Tools
Twitter Ad Transparency Tool allows Twitter users to see the buyer of a political ad campaign in the Tweet feed. It also includes billing information, impressions, demographics, and ad spend.
It is named as ‘Ads Transparency Center’ which enables global Twitter users to find the political advertiser on it.
The added extension is that they provide information about what factors the political advertisers are using to target the demographics — the additional information of badge showing that ad as a political will be displayed.
Everyone can access the ads Transparency Center without having the Twitter account or login details. It makes the people have a strong vision of the buyer of the political ad campaigns on Twitter.
If the user wants to see the ads from a specific advertiser, then they can search using a particular handle. It helps to find the creator of political ad campaigns within a week. When the account suspended, then tweets won’t be displayed.
Google Ads Transparency Tools
Google introduces the India Political Advertising Report as already running in the United States. It makes Google users see the report of the political ads through search. That enables the users to get information about who is buying political ads on the platform of Google. Along with that, how many political advertisers are spending to launch political ads on Google.
It includes the location wise amount spent on political ads. From highest to lowest paid advertisers list displayed. The political advertisers who are going to promote their political ad then they should submit their Government Approved ID.
Most of the advertisers go for choosing the keyword that displays their ad at the user searching for that keyword. Hence, political advertisers should spend more.
Google generates the disclosure of who paid for the political ad. The information given during verification will be used by Google to provide the exposure as ‘paid for by.’
Best Practices for Online Political Advertising
Using the Media
According to the user, preference place your political ads. Along with the TV ads, choose the web to run the different formats of the political ad campaigns. There are many social media platforms like Facebook, YouTube, and Twitter, etc. are available to launch the political ad campaigns at an affordable cost.
The internet itself is the treasure to raise the fund for the election campaign when it is used realistically. Before promoting your political ad go through the terms and conditions as some online advertisers will not mention canceling the contract.
Approaching online voters
The public is messed up with the flood of political messages. Share information about the people facing the problems and in what way they can be solved. This makes people talk about politics between friends, colleagues, and families.
Online Display Advertising
Reach the most experienced and established individuals, publishers, and organizations. So that there may be more chances to overcome the complexity of online political advertising and can quickly impact the online users to vote.
Use the components of the online media to disclose all types of ad campaigns through text format, audio, and video format that all reach each online user. Try to find the metrics to launch effective political ad campaigns.
Searching Engine Marketing
Advertising on a search engine like Google will help to expand your political ad campaign to millions of online users. The keyword plays a vital role in the search engine. But picking the opponent’s keyword is not good to find better results. Advertising on the keyword of their own candidate’s name is the suggested one.
Choosing the local advertisers
Finding the local advertisers will help to boost the election campaign as they might have an idea of which type of political ad campaigns are most preferred by the online users.
Response in Real-Time
For suppose if the public is posted a message in your Twitter profile stating about the particular issue. Then respond to them immediately on behalf of solving the problem. It charges no cost to get the attention of the public.
Top Political Ad Campaigns with Examples
Bill Clinton ‘Man from Hope’
It is the biographical video ads that most compel the public. It shows how Clinton’s journey started from a small-town root that presents the candidate wisdom, work principles, and a sense of humanity. Bill Clinton defeated George H.W. Bush with electoral votes of 69 percent.
Yes, We Can-Barack Obama Music Video
This video has gone viral as the music added to the New Hampshire primary concession speech of Obama. Over 30 celebrity artists are singing his words. It helped to gain online fundraising. Obama defeated John McCain with 68% electoral votes.
Historical Campaign Ad – Windsurfing(Bush-Cheney 04)
It is one of the most effective ads in 2004. George W. Bush states that John Kerry a flip-flopper of the political wind. George W. Bush won 53% of the electoral vote.
Amazing Election Campaign Advertisement
This campaign will generate the message of electing the right person to gain the freedom to live.
Political Advertising Statistics for 2020
- In 2020 the presidential candidates are projecting to spend $2.90 billion, especially on online digital advertising.
- Google and Facebook are controlling 60.8% of the U.S alone digital ad market.
- Group M advertising agency estimating that the political ad spends in 2020 may reach $10 billion.
- The political video advertising market may increase by 50% from 2018 to 2020, stated by Cross screen media and advertising analytics.
- Political advertising holds 17% of the total growth in 2020.
- Kantar CMAG states that political advertising holds 43% of local news slots for promotion.
- $42.58 billion is the estimated digital video ad spent by the U.S advertisers.
- In India, the ad spend since 2019 on Google is ₹264,624,000, and the ads are 12,716.
- The top advertiser is Bharatiya Janata Party with ₹138,611,750 ad spend on Google since 2019.
- In the United States, the ad spend on Google is $226,871,400 since May 2018, with 298,068 ads.
As 2020 is an election year, all social media platforms are set to raise the revenue. Experts believe that expenditure on political ads through social media will increase up to 150% as compared to previous years. Make sure to introduce social media for political ads in your candidates’ political campaigns with the help of this ultimate guide.