Where political is booming: Social and search

Republican presidential candidate Donald Trump did not begin spending on television advertising until last week, pouring $4.8 million into four swing states.

Though Democratic rival Hillary Clinton has funneled millions into TV commercials, Trump’s reticence to spend has translated into a 60 percent drop in television advertising during this campaign compared to four years ago, according to Bloomberg Politics, a shock considering the robust early forecasts for this election.

Still, there is one place where spending is outpacing forecasts, and that’s online, specifically social media and search advertising.

Though estimates vary, the agency LMO believes spending is up 300 percent on social media during this cycle compared to 2012.

Total digital spending in the election is forecast to hit $1 billion, agency co-founder Dave Marinaccio says.

Communicating through social media

He notes the candidates are using their own Twitter accounts in addition to social media buys to get their messages out.

“Social is targetable by affinity and geography, it’s immediate and efficient,” he says.

“Plus it’s more personal than traditional media. It can come directly from the candidate to your mobile device. And if it’s a re-tweet, it comes to you from a friend or family member.”

Trump, of course, famously uses Twitter as a stand-in for interviews and advertising, reaching out to people directly through his account with a stream-of-consciousness tweeting style that appeals to many of his supporters.

Buyers have said this direct pipeline to voters has allowed him to eschew TV ads, saving money in the process.

“It’s not just social media, it’s earned media, the free media gained through news and other coverage of the candidate,” Marinaccio says.

“Trump has depended heavily on that. We’re talking a value of hundreds of millions of dollars.”

Clinton gives search a boost

As for search, these campaigns are on pace to set a new spending record in that medium as well.

“This past July, Hillary spent $200,000 on search,” Marinaccio says.

“If she matches that until November, we’re looking at $800,000 on search by one candidate. That throws all the estimates out the window.”

Both candidates have embraced Google, Yahoo and Bing in their search spending.

“The digital market can be sliced, diced and segmented extremely efficiently. That allows messaging to reach exactly the right audiences. As an example, pro-gun ads can be put in front of hunters. Anti-gun ads end up in front gun control advocates. There’s almost no waste,” Marinaccio says.

Marinaccio says overall, digital spending will be up 600 percent in this election, from roughly $160 million in 2012.

Tags: donald trump, Hillary Clinton, political, political ads, political advertising, search, social media