Dec 10, 2019

Trump and Buttigieg battle for young voters with Snapchat ads

Photo: Chesnot/Getty Images

Pete Buttigieg and President Trump are going head to head in Snapchat ad spend, according to data pulled from Snapchat's public ads library provided by social analytics company Storyful.

Why it matters: While the spend on Snapchat is dwarfed by the millions spent by Democratic candidates on Facebook and Google ads, the data provides an insight into how candidates are targeting young and first-time voters ahead of the 2020 presidential election.

Details: The Trump campaign and an affiliated PAC have spent a combined $43,955 this year — the exact same amount as the Buttigieg campaign.

  • Buttigieg's punchy and colorful ads target groups like college students, advocates, activists, green living enthusiasts and political news watchers. They cover a variety of topics from climate change to health care. Many of his ads ran between October and November and specifically targeted voters in key battleground states, including Iowa and New Hampshire.
  • Trump is getting more bang for his buck as his ad spend has created over 26 million impressions, compared to the 10.6 million impressions on Buttigieg’s ads, according to the ad library. Trump has spent nearly $30,000 on one ad which began running in July and has continued to feature on the app. It was paid for by the Trump Make America Great Again Committee PAC and asked Snap users to take a survey on how much they support the president.

Between the lines: Sen. Elizabeth Warren has spent $31,190 since the start of 2019, spread out over numerous ads which began running in April.

  • She's the only other Democratic contender that's spent more than a few thousand on the platform, although other contenders have invested a lot in their earned media on Snapchat through their own Snapchat profiles, like Joe Biden. 

The big picture: Snapchat began releasing its ad library in September, making information about all political and issue-based ads on the platform publicly available for the first time.

  • It's one of the only tech platforms whose policy includes fact-checking all political ads to make sure they include true statements before they run on the platform.

Go deeper: Snapchat readies 2020 news push

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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.

Spotify will suspend political ads in 2020

Photo: Aytac Unal/Anadolu Agency/Getty Images

Spotify announced Friday that it will suspend political ads in early 2020 for its nearly 130 million ad-supported listeners, Ad Age reports.

The big picture: The streaming giant, which said it lacks the resources "to responsibly validate and review" such content, is the latest tech company faced with attempting to figure out how to best handle misinformation and political ads.

Go deeperArrowDec 27, 2019

Hulu debuts ad units catered to binge watchers


Hulu on Thursday rolled out "binge" ads that only appear for users who are binge-watching a certain TV series. The ads are co-branded with Hulu in an effort to make them feel less intrusive and commercial than regular TV ads.

Why it matters: Hulu Vice President and Head of Advertising Platforms Jeremy Helfand says that in total, 50% of ad-supported viewing hours on Hulu take place in a binge-watching fashion.

Go deeperArrowDec 12, 2019