Get the latest market trends in your inbox

Stay on top of the latest market trends and economic insights with the Axios Markets newsletter. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Catch up on coronavirus stories and special reports, curated by Mike Allen everyday

Catch up on coronavirus stories and special reports, curated by Mike Allen everyday

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Denver news in your inbox

Catch up on the most important stories affecting your hometown with Axios Denver

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Des Moines news in your inbox

Catch up on the most important stories affecting your hometown with Axios Des Moines

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Minneapolis-St. Paul news in your inbox

Catch up on the most important stories affecting your hometown with Axios Minneapolis-St. Paul

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Tampa-St. Petersburg news in your inbox

Catch up on the most important stories affecting your hometown with Axios Tampa-St. Petersburg

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Illustration: Aïda Amer/Axios

The Census Bureau has placed a big bet on digital outreach, especially on social media networks, as it enters the last big push to get people to respond to the 2020 count.

The big picture: Not only is this year the first online census count, it's also a giant experiment in how to reach people virtually in a fragmented media environment during a public health crisis that sidelined in-person field operations.

Why it matters: The census determines how $1.5 trillion in federal funding gets allocated across state and local governments.

Ten years ago, 8% of the bureau's advertising budget was spent on digital outlets, and that was mostly banner ads on websites.

  • This year, approximately 30% of the budget (about $105 million) is getting spent across programmatic, search, site direct and social media advertising, Stephen Buckner, the Census Bureau's assistant director of communications, told Axios.
  • He said about 80% of the people who've responded to the 2020 census so far have done so online — a much higher percentage than the bureau expected.

Details: Census ads (in 13 languages) have appeared on Facebook, Twitter, Google search, YouTube and Nextdoor.

  • The single biggest day for responses was in March when Facebook displayed a message encouraging people to respond, driving a spike of traffic to 2020Census.gov. Facebook did another push last week.
  • Nextdoor has proven effective in urging neighbors to respond, Buckner said. Census staff members have been posting messages on the social network since March to increase awareness and correct misinformation about the count.

Text messaging has also become an important form of outreach in the mobile era. For example, more than a dozen states have partnered with CommunityConnect Labs and Twilio to provide information about the census to respondents via text.

What's next: Door-to-door canvassing will be in full swing beginning Aug. 11 to follow up with nonresponders and historically hard-to-count populations.

  • "Under normal circumstances, we are pretty much done with the census at this point," Buckner said. "But we still have the biggest operation to go, which is the follow-up efforts in August."
  • So far, nearly 4 in 10 households haven't responded. The census concludes in October.

Go deeper

Tech platforms' last-minute election rule changes raise risks

Illustration: Sarah Grillo/Axios

Election-related policy changes introduced by tech companies at the last minute will put their efforts to control misinformation in the spotlight over the next few days as the U.S. readies for election results.

Why it matters: Most of the new policies haven't been tested in real time yet, and the platforms have a record of confusion, inconsistency and self-reversal as their rules land on the information battlefield.

Trump's coronavirus adviser Scott Atlas resigns

Photo: Nicholas Kamm/AFP via Getty

Scott Atlas, a controversial member of the White House coronavirus task force, handed in his resignation on Monday, according to three administration officials who discussed Atlas' resignation with Axios.

Why it matters: President Trump brought in Atlas as a counterpoint to NIAID director Anthony Fauci, whose warnings about the pandemic were dismissed by the Trump administration. With Trump now fixated on election fraud conspiracy theories, Atlas' detail comes to a natural end.

Dave Lawler, author of World
2 hours ago - World

Assassination in Iran sets stage for tense final 50 days of Trump

The funeral ceremony in Tehran. Photo: Iranian Defense Ministry via Getty

Iranian leaders are weighing their response to the assassination of Mohsen Fakhrizadeh, known as the father of Iran’s military nuclear program, who was given a state funeral Monday in Tehran.

The big picture: Iran has accused Israel of carrying out Friday’s attack, but senior leaders have suggested that they’ll choose patience over an immediate escalation that could play into the hands of the Israelis and the outgoing Trump administration.