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Screengrab from Trump campaign ad

The Trump campaign is going all in on digital advertising for the Republican National Convention, with plans to again take over the YouTube masthead and flood Facebook, Google and streaming services like Hulu with pro-Trump messaging.

The big picture: The massive digital ad buy — which is in the high seven figures, according to the campaign — will complement the Trumpian production planned for each night of the convention this week.

  • The goal is to inundate Americans on TV and online throughout the convention.

Details: Starting at 12:01 a.m. Monday, the campaign is running a series of ads on the YouTube masthead, prime online real estate, all four days of the convention — for a total of 96 hours.

  • One ad that will be featured prominently, titled "Fighting for the American Worker," makes Trump's case for his record on the economy and his efforts to bring back manufacturing jobs.
  • Trump campaign communications director Tim Murtaugh told Axios the campaign will also likely rotate in videos from the convention after they air.
  • The campaign has also purchased online ads in swing states for streaming services like Hulu. There will also be a big push on Facebook and Google.

The backstory: The campaign went big on digital ads last week for the Democratic National Convention, focusing on attacks on Joe Biden. This week's ads will be more geared to promoting Trump.

  • The campaign's digital buy last week exceeded $10 million, Murtaugh said, and it expects to spend a similar amount this week. Some of the ads are performance-based, so the final price may fluctuate.
  • The Trump campaign is also running TV ads in early-voting states on national cable as part of a separate ad buy, Murtaugh said.

Watch one of the ads.

Go deeper

Dec 1, 2020 - Politics & Policy

Exclusive: Don Jr. tells Georgia Senate voters that Trump is on the ballot

Photo: Eva Marie Uzcategui T./Anadolu Agency/Getty Images

In a six-figure radio ad being released in Georgia today, Donald Trump Jr. tells the state's voters that the U.S. Senate — and his father's accomplishments — are on the line during January's special election, according to audio obtained by Axios.

Why it matters: Trump Jr.'s first of many advertisements in the Georgia Senate races argues the race isn't just about electing the Republican incumbents, but also about preserving President Trump's agenda.

Netflix's staying power

Reproduced from ANTENNA; Chart: Axios Visuals

Netflix has managed to keep its dominant position as one of the least-canceled subscription services in America, according to data from ANTENNA, which tracks purchase behavior and key metrics across subscription media services. The one exception was in September, when it faced brief backlash around a French film called "Cuties."

Driving the news: Data shows that other streamers, like Disney+ and HBO Max, are able to drive sign-ups and buzz with new hits, but the question is whether they can retain users long-term.

House passes $1.9 trillion COVID relief package

Photo: Screenshot via C-SPAN

The House approved President Biden's $1.9 trillion COVID relief package on a 219-212 vote early Saturday morning, sending it to the Senate for a possible rewrite before it gets to Biden's desk.

The big picture: The vote was a critical first step for the package, which includes $1,400 cash payments for many Americans, a national vaccination program, ramped-up COVID testing and contact tracing, state and local funding and money to help schools reopen.

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