Political ads have been around for decades – many years before the advent of the Internet. They’re as much a cornerstone of the campaigning effort as debates, meet and greets and fundraising. However, you may be used to seeing them on TV more often than you do online, so they may not be a priority when it comes to your campaign’s online presence. However, they can be effective. When coming up with your digital political marketing plan, devote some of the budget to online ads.
There’s More Room in the Budget
Years ago, more of a campaign’s budget might have been allotted for offline marketing efforts, but these days, campaigns have to keep up with their political rivals by devoting a larger portion of their funds to online marketing. According to Statistia, digital political spending has risen from 22.5 billion in 2008 to a projected 1076.71 billion in 2016. Since you should be devoting more of your funds to digital efforts, you’ll have more to work with. Even though video placement typically costs your campaign more than simple social media interaction, you should be able to afford it.
There Are More Platforms to Reach Voters
The New York Times reported in 2015 that online political ads were still small in number compared to TV airings of the same ads. However, TV is so much more limiting than the Internet when it comes to ad placement. It’s free to host your videos on your campaign’s website and on a channel on YouTube and other video hosting services. These sites are where you should upload your positive videos, the ones where you invite viewers to get to know your candidate and to learn about his stance on important issues. Leave negative attack ads off of the web and your video channel, although you can point out in the videos how much better your candidate’s solutions will be than his rival’s.
Pay to have your video shown before YouTube videos that appeal to your targeted demographic. You can also pay to have the videos hosted on sites with a crossover demographic with your campaign. Place both positive and negative videos (if your campaign decides to allow negative ads at all) in these venues. Keep a close eye on clicks to see which platforms offer you the most success and shift more funds toward paid advertisement on those sites.
Video Is Popular Online
Despite the plethora of written content available online, people still react to images and videos better than they do written articles. Videos catch their attention and convey messages in under a few minutes, which is a must when trying to get the attention of the busy modern voter. Cross-promote your videos across all of your campaign’s social media accounts for maximum reach.
Although political ads are still effective on TV, they can be just as effective online if you make use of the proper channels. While the majority of your online efforts should still be devoted to more engagement-based tactics, such as social media outreach, don’t write off the effectiveness of a well-placed digital ad campaign.