Data: Advertising Analytics; Chart: Axios Visuals

Joe Biden has poured money into digital advertising over the past two weeks in an attempt to capitalize on Trump's response to nationwide protests about police violence. The majority of the money has been spent on Facebook over Google.

Why it matters: The Trump campaign attributes much of its 2016 success to its digital advertising strategy on Facebook and until now, the Biden campaign has been outspent by the Trump campaign online, and especially on Facebook.

Details: Biden's spend increased by roughly 5 times his usual weekly expenditure on Facebook the week of May 31st, according to data provided to Axios from Advertising Analytics.

  • Before that, in the four weeks following the conclusion of the Democratic primary, Joe Biden has spent nearly an equal amount to the President on digital advertising, primarily on Google and Facebook.
  • That's notable given the fact that since mid-March, the Trump campaign has outspent the Biden campaign on digital $20.3 million to $13.4 million.

By the numbers: According to a Biden campaign official, the campaign has spent $1 million on Google since June 1st, and $5.5 million on Facebook. The advertising has helped to drive 1.2 million new sign ups on the campaign's email list.

  • Still, the Trump campaign has a head start, having spent millions on Facebook ads since the beginning of 2019.
  • As a result, the Trump campaign's operation typically runs 10 times the number of unique creatives, or ad variations, as the Biden campaign, per Advertising Analytics.

The big picture: Both campaigns have been spending nearly all of their money on direct response ads, which are ads that try to get you to donate or sign up to volunteer for something via a click.

  • Persuasion ads, or ads that try to get you to cast a ballot, typically begin to ramp up after conventions, and later in the general campaign.
  • So far, each candidate has put less than 1% of their budget to video persuasion ads, but in the last 2 weeks, the Trump campaign has begun run persuasion ads targeting Biden over comments he made about freezing government spending, including social security. He's also messaging on the “comeback economy."
  • Biden's ads often focus generally on Trump's leadership during crisis.

Go deeper: Money still pouring into election ads

Go deeper

Campaigns target younger voters online

Data: Bully Pulpit Interactive; Chart: Andrew Witherspoon/Axios

Campaigns are using targeted digital platforms to reach younger voters, especially first-time voters.

Driving the news: Facebook has become the primary platform for candidates to spend their political dollars online. The tech giant makes it easy for campaigns to buy ads at scale targeted to different age groups.

Updated Jul 2, 2020 - Politics & Policy

Biden outraises Trump again with record $141 million June haul

Democratic presidential candidate and former Vice President Joe Biden at Philadelphia City Hall in Pennsylvania in June. Photo: Jim Watson/AFP via Getty Images

Former Vice President Joe Biden and the Democratic Party raised $141 million in June, his campaign announced on Wednesday night.

Why it matters: It's the most the presumptive Democratic presidential nominee has raised in a month. It's also more than the record $131 million President Trump's re-election campaign and the Republican National Committee raised last month.

Biden campaign to zero in on COVID inflection points in coming week

Biden met with families who have benefited from the Affordable Care Act and made remarks on his plan for affordable health care, Lancaster, Pennsylvania, June 25. Photo: Joshua Roberts/Getty Images

The Biden campaign plans to focus its messages this week on "the difference between what Joe Biden called for and what Donald Trump did at crucial inflection points" since the pandemic arrived in America, according to a Biden adviser.

What we're hearing: Expect the Biden campaign to use footage of Trump golfing, holding rallies, complaining about being mistreated by the media and saying he wanted testing slowed down.