Eleanor Finch
Political campaigns have complete control over paid media, which includes advertisements they purchase to promote their candidates. This allows them to directly influence the message that is communicated to voters. Campaigns use data to inform decisions about everything from where to send mailers, which places candidates should visit and where to buy or target TV ads. They can also use it to “microtarget” political ads to voters on social media and online platforms. Social media has become a larger way of how we are informed by the news of what is going on in the world. These news stations can be biased about their political opinions. This also includes Twitter and Facebook, which have the potential to alter civic engagement and influence individuals toward a particular way of thinking.
| Characteristics | Values |
|---|---|
| Control Over Information Source | Paid media, which includes advertisements purchased by the campaign |
| Information Sources Used | Public media, exit polls, investigative reporting, social media, search engines, websites, traditional TV ads, signature sheets, voter records, voter data, opinion surveys, and commercial data |
| Data Sources | Browser cookies, web beacons, mobile phones, social media platforms, voter files, commercial vendors, and data brokers |
| Data Usage | Microtargeting ads, creating voter profiles, deciding on outreach strategies, and tracking who has voted |
| Outreach Methods | News releases, newspaper interviews, door-to-door campaigning, organizing polls, TV commercials, paid staff, merchandise, and online advertising |
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What You'll Learn
Data collection from social media, browser cookies, and mobile phones
Data is a valuable commodity for political campaigns, and personal information is often gathered, used, and sold. One of the ways campaigns collect data is through social media platforms. Social media platforms provide a wealth of information about potential voters, including their interests, demographics, and political ideologies. This data can be used to create targeted ads and craft tailored messages that resonate with specific voter groups.
Another source of data collection is browser cookies. While the move away from tracking cookies has made web browsing data less appealing, some political campaigns still utilize this method. They collect information through browser cookies, web beacons, and other tracking technologies to build profiles of potential voters. This data can include browsing history, online behavior, and even automated content recognition from streaming services.
Mobile phones are also a significant source of data collection for political campaigns. Mobile phones have unique identifiers, such as advertising IDs, that make it easy for advertisers to track and collate user activities. By targeting mobile phones, campaigns can reach voters not in their existing files. Additionally, location data from mobile phones can be used to target ads to specific geographic areas, which is particularly useful for local elections or reaching voters in swing states.
Data brokers play a crucial role in this process. They collect and sell information from various sources, including social media platforms, browser cookies, and mobile phones. Some data brokers, such as i360, TargetSmart, and Grassroots Analytics, specialize in providing data that is highly valuable to political campaigns. They offer detailed information, such as cell phone numbers, voter registration, and even inferences about political beliefs. This data is then used by campaigns to categorize voters as supporters, non-supporters, or undecided, allowing for more precise targeting and messaging.
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Voter records and public data
Political campaigns use voter records and public data to gather information about potential voters, including who they are, where they are, and how to reach them. This data is an extremely valuable commodity during election years, as it allows campaigns to target their messaging and outreach efforts effectively.
Voter records provide a wealth of information, such as voter registration, party affiliation, address, and participation history (whether an individual voted, not who they voted for). This data is publicly available and can be purchased from most states. It helps campaigns put voters into broad categories, such as "supporter," "non-supporter," or "undecided." Additionally, campaigns can use this data to track whether individuals have requested or returned absentee ballots, allowing them to follow up with voters and focus their resources on those who have not yet voted.
Public data, on the other hand, encompasses a broader range of information. It includes data from signature sheets and petitions, which, in most states, become part of the public record. This data can be used for targeted mailings or political ads. Public data also includes information from social media platforms, browser cookies, web beacons, mobile phones, and consumer data brokers like Acxiom or Experian. These data brokers collect and sell detailed consumer profiles, including purchasing behavior, real estate property records, estimated income levels, and demographic information such as likely race and ethnicity.
By combining voter records and public data, political campaigns can create comprehensive profiles of potential voters. They use predictive models to analyze this data, allowing them to predict individuals' opinions on candidates or issues, as well as their likelihood to vote. This, in turn, informs their strategies for outreach, advertising, and messaging.
Overall, voter records and public data are crucial tools for political campaigns, enabling them to make data-driven decisions and target their efforts effectively during elections.
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Microtargeting ads on social media
Microtargeting is a marketing strategy that uses consumer data and demographics to identify the interests and preferences of specific individuals or small groups. It is a form of online advertising that allows political campaigns to target specific voters with tailored messages. This strategy has been used by both Democratic and Republican campaigns.
The use of microtargeting in political campaigns has raised ethical concerns around privacy, manipulation, democracy, discrimination, and exclusion. Some users feel that their personal information is being exploited and manipulated, which has led to discussions about allowing users to turn off targeted ads on social media platforms. However, it is important to note that microtargeting can also have benefits for political campaigns, such as increasing voter engagement and turnout, and allowing campaigns to focus their resources on specific voter segments.
Social media platforms have become a crucial tool for data gathering in political campaigns. Platforms such as Facebook, Twitter (now X), and Instagram are used to collect voter data and deliver targeted ads. These platforms allow campaigns to reach specific demographics and create a more intimate voter experience. For example, in the 2022 U.S. midterm elections, the Democratic Senatorial Campaign Committee used a tool to analyze voter data and identify persuadable voters in swing states, allowing them to craft targeted messages for specific voter segments.
While microtargeting can be effective in some political contexts, the practice may not be as game-changing as some have assumed. A study by MIT scholars found that targeting political ads based on one attribute of the intended audience, such as party affiliation, can be more effective than showing a single ad to everyone. However, the same study also suggested that microtargeted ads based on multiple voter characteristics may not be more effective than those based on only one characteristic.
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Paid media and advertising
Television and radio advertisements, or broadcast advertising, offer a broad reach and are ideal for statewide or national campaigns. They create a significant impact through audio-visual content, making them a popular choice for campaigns aiming for maximum exposure. On the other hand, online advertising, including social media platforms, enables precise targeting and real-time feedback. This digital approach is essential for modern political campaigns, allowing for targeted outreach and engagement with voters. Social media platforms, such as Facebook, YouTube, and TikTok, have become influential tools for political campaigns, although some platforms have implemented temporary pauses on political ads during election periods.
Print advertising, a more traditional approach, remains crucial, especially for local and down-ballot races. Local newspaper ads serve as a trusted platform for grassroots campaigns, connecting candidates with voters on community-specific issues. This form of advertising is particularly effective in smaller, tightly-knit communities where personal connections and local concerns influence voting behavior. Direct mail, another form of print advertising, involves personalized mailers that reach voters directly, allowing campaigns to deliver detailed and persuasive messaging.
The effectiveness of paid media campaigns relies on extensive data collection and modeling. Voter data, opinion surveys, and data from various online sources are used to create detailed voter profiles and predict people's opinions on candidates or issues. This data-driven approach helps campaigns decide whom to target, how to reach them, and where to allocate resources for maximum impact.
As a result, the influx of political ad spending has driven up media costs for advertisers, particularly in swing states. The competition for visibility and engagement with voters intensifies, impacting both national and local campaigns. Political advertising is a highly regulated space, with specific laws and compliance requirements to maintain transparency and credibility. Campaigns must clearly disclose their funding sources to retain trust while promoting their candidates and messages.
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Merchandise and free advertising
Political campaigns have traditionally relied on newspapers, direct mail, radio, and television as advertising mediums. In the modern era, social media platforms like Facebook, Twitter, TikTok, LinkedIn, Pinterest, YouTube, and Google have become increasingly important for political campaigns. While some platforms have banned political advertisements, Facebook and Google remain key players in this space.
The use of social media in political campaigns gained prominence in 2008 when Barack Obama became one of the first candidates to leverage this strategy. Since then, spending on online political ads has skyrocketed, with candidates investing $1.4 billion in 2016. This shift to social media advertising has been a game-changer, allowing campaigns to directly engage with voters and influence political debates.
However, the use of social media advertising in political campaigns has also sparked concerns and debates about misinformation and the lack of regulation. For instance, Facebook's refusal to remove a misleading anti-Biden ad during the 2020 election reignited discussions about the role of social media platforms in political advertising and the need for stricter policies.
Amidst the controversy, social media platforms have implemented various measures to address these issues. Facebook, for instance, has introduced measures to combat misinformation, including flagging content from state-sponsored media outlets and labelling disputed news stories as "false information." Additionally, platforms like Facebook and YouTube provide users with options to learn more about the advertisers behind the political ads they encounter.
While social media advertising has become a critical tool for political campaigns, traditional advertising channels like merchandise and print, television, and radio advertisements still play a role. Campaigns utilize items like pens, bumper stickers, campaign pins, and wearing apparel to promote their message. These tangible items serve as mobile advertisements and help spread the campaign's message beyond digital and print media.
In conclusion, political campaigns have embraced a diverse range of advertising strategies, including social media platforms and traditional merchandise. As the digital landscape continues to evolve, campaigns will likely further adapt their strategies to reach voters and convey their messages effectively.
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Frequently asked questions
Political campaigns gather information from a variety of sources, including public voter files, commercial vendors, social media, and data brokers. They collect data on voters' identities, locations, and contact information, as well as their voting histories and party affiliations. This data is used to create detailed voter profiles and inform campaign strategies.
Social media has become an integral part of political campaigns. It allows politicians to broadcast their messages to a wide audience and engage with voters directly. Social media platforms also provide opportunities for microtargeting political advertisements and influencing public perception. However, social media can amplify partisan divisions and facilitate the spread of misinformation.
Data collection allows political campaigns to target voters with tailored messages and advertisements. They use data modelling to identify supporters, undecided voters, and non-supporters. This data informs decisions about where to send mailers, which areas candidates should visit, and where to place TV ads. However, concerns have been raised about the privacy implications of data collection and the potential for manipulation or abuse.
