Facebook vs. Google:
Let’s rewind back to 2012, the time when digital marketing became a key player in political campaigns. The race between Obama and Romney relied on getting young voters to the booths. This spurred a digital marketing push which saw Google getting the bulk of the ad spend between the candidates. However, Facebook has now entered the race to give Google a run for it’s political ad dollar, and the results may surprise you.
The Projected Winner
Fast forward to the present in a time where Facebook is now the second largest digital advertiser and quickly approaching Google-like numbers. It appears the marketers for political campaigns are ready for a change and plan to do so with their ad dollars. Here’s what Mark May and Jason Bazinet of Citi have to say about Facebook’s political future:
“Facebook specifically has seen great momentum within their political-related ad spend in recent years, as campaigns and their media buyers have developed an appreciation for the platform’s reach, targeting capabilities, as well as its growing tech stack.”
May and Bazinet estimate that the amount of ad spend digitally for the 2016 elections is going to quadruple from the 2012, from $145 million to $607 million. For all elections, including the state and local level, they expect $1.07 billion will go to digital ads, accounting for about 12% of the total campaign ad spend.
The Real Winner
Obviously Facebook, but more importantly, digital advertisers! Trends like these typically don’t level out for quite a few years and if anything, these number should keep multiplying. We’ll keep our eye on this, but if the numbers have shown us anything, it’s that we could be looking at more than $3 billion being pumped into next election season.