How Much do Campaign Ads Matter?
In the world of electoral politics, the influence of campaign ads remains hotly debated. Wherever there are elections, there are advertisements – in both traditional and digital forms – attempting to win over voters for a particular candidate. But when it comes down to it, how much do these advertisements really matter?
The Impact of Traditional Campaign Ads
Since the dawn of political commercials, candidates have sought out ways to get a leg up against their opponents by using targeted messaging to create positive impressions with the voting pool. Depending on who you ask, the impact of traditional campaign ads can vary, but here’s how it stands.
• Visibility: Traditional campaign ads do have the potential to increase a candidate’s name recognition with the voting population. This is especially true for candidates who’ve never run for office before, or, who have yet to break through the political noise.
• Trust: In a political climate where trust in elected officials and long-time politicians remain low, traditional campaign ads can help to humanize candidates and make them more accessible.
• Support: Campaign ads are effective at rallying perceived supporters of a candidate, in part, due to the timely elements of an election season. By speaking directly to their supporters, candidates can encourage them to turn up to the voting booths.
• Intimidation: While this wasn’t always the case, there’s no denying that traditionally aired campaign ads can also be a method of intimidating the other party by debating points in a very public way.
The Growing Influence of Digital Ads
With the recent rise in digital marketing, digital ads are proving increasingly influential – particularly when it comes to targeting millennial voters. Here’s how campaigns are utilizing digital advertising:
• Geo-Targeting: Campaigns are using geotarging ads to find potential supporters in specific demographic areas. This method allows campaigns to target their message to people living in certain regions and cities.
• Mobile App Advertising: As mobile phones become an essential part of our lives, campaigns have taken to mobile app advertising to encourage engagement outside of voting season. This type of ads also makes it easier for campaigns to target a specific audience.
• Video Ads: On platforms like YouTube, video ads make up a significant portion of a candidate’s digital media campaign budget. On average, videos ads will see three times the response of regular display ads.
• Native Ads: Although this format may be less obvious, native ads uses content-based tactics to slip the candidate’s message into the everday media cycle. Whether it’s through sponsored stories or through influencers, campaigns are utilizing this approach to reach potential supporters.
The Role of Social Media
In today’s digital age, social media is often a top priority for campaigns – and for good reason. Here are some of the ways in which campaigns are using social media to their advantage:
• Cost-Effective: One of the most attractive factors of using social media is its cost-effectiveness. Ads on platforms like Twitter, LinkedIn and Facebook are significantly more affordable than traditional TV or radio ads.
• Targeted Messaging: Social media presence makes it easier for campaigns to reach out to demographic groups that best suit their platform, as well as test messaging on different sections of the population.
• Increased Engagement: By creating content on social media, campaigns have the potential to increase voter engagement. This involves anything from polls, to sharing photos to encouraging followers to get involved in their electoral process.
• Increased Branding: Campaigns have started to rely on their social media presence to create a brand identity. This means that candidates are leveraging the aesthetic and messaging of their platform accounts to visually appeal to their target vocal base.
The Emergence of AI
It’s no secret that artificial intelligence (AI) and machine learning has made a substantial impact when it comes to digital advertising. So it’s no surprise that campaigns are looking to AI-driven services to enhance the efficacy of their campaigns. Here’s how groups are using AI to find their target voters:
• Big Data: AI services are now taking big data beyond the power of human comprehension. Companies such as Cambridge Analytica are using voter information to aid campaigns with targeted messaging, based on where that person stands on important issues.
• Predictive Analytics: Many of these AI-driven services have the power to identify patterns in voter behavior, in terms of messaging and response, to determine what will yield the most successful results.
• Autopilot Ad Management: AI services can help campaigns to decentralize much of their advertising efforts by running, managing and optimizing ads on autopilot – freeing up more of the campaign, and its team’s, time.
• Automated Messaging: The use of AI technology is also helping to streamline how campaigns interact with their supporters. By setting up auto-responses to key messaging, campaigns have the potential to increase communication with those on their mailing lists.
Do Campaign Ads Actually Matter?
As with most things in political strategy, the exact impact of political ads, traditional or digital, can be difficult to measure. Ultimately, campaigns looking to make the most of their advertising dollars should consider many factors when it comes to their efforts, such as budget, target demo, delivery method, call-to-actions and long-term strategy. And while campaign ads may not necessarily define an election, they can play an influential role in tipping the scales before the battle lines are drawn.
As the methods of campaigning and communicating with voters continues to evolve, so does the science behind effective campaign messaging. By taking into account a variety of factors – including budget, target demo and delivery method – campaigns will be better equipped to succeed with their ads. That being said, it’s important to remember that advertising alone won’t guarantee any particular candidate’s success, and that campaigns must focus heavily on other factors – such as effective grassroots organizing and resourceful strategy.
No matter what the political climate is, campaigns should always focus heavily on connecting with potential voters in an authentic manner, as ultimately there’s no substitute for the power of human interaction.
