I recently had the opportunity to speak at CampaignExpo hosted by Campaigns & Elections on “What’s Next in Digital.”
$1.8 billion was spent in 2018 on political digital advertising. That’s about twice was spent in 2016 and vastly more than the $22 million spent in 2008.
Expect political digital advertising to increase again in 2020.
What are the key drivers of this growth?
Let’s take a closer look at each.
Mobile as the Preferred Platform
Mobile by definition is any content that is designed specifically for cellphones and tablets. Delivered in-app or mobile web, this is not just Google or Facebook on your phone. This is advertising delivered when people check the weather, play games and stay up-to-date on their favorite team’s score. We focus on over 200,000 different apps people spend time on.
Forecasts expect nearly 50% of ad spend will be on mobile by 2022. Televisions share is expected to decrease from 31.6% to 24.8%.
It is important to note here that mobile in-app video is 1/10th the cost of a completed view vs. Facebook.
Video as the Dominant Medium
Today 65% of content consumed is video. That is expected to rise to 82% in 2022. The internet has grown from a display of text and pictures to a video-driven platform.
On YouTube alone, 500 hours of video are uploaded every minute.
Why is video so popular and effective? Video’s combination of sight, sound and motion create a better user experience.
Digital video is the great equalizer in today’s races, helping down-ballot campaigns reach voters directly with their message for a lower cost than TV. Think attack ads that persuade voters, campaign updates that encourage donations, and voting reminder messages that turn out a GOTV audience.
Personalization as a Growth Driver
Data allows us to make content more relevant to users, which leads to a higher engagement rate.
A simple text change to copy acknowledging the state your targeted audience lives can lead to greater success. Adding “Ohio” or “Florida” into the text and image is a simple form of personalization that makes an ad relevant to a targeted audience and can lead to a higher engagement rate.
Putting It All Together
As we head into 2020, remember this …
Platform = Mobile
Medium = Video
Content = Personalized