While Democrats’ campaign launches have sucked up national attention, President Trump’s re-election campaign has quietly spent nearly twice as much as the entire Democratic field combined on Facebook and Google ads, according to data from Facebook and Google’s political ad transparency reports, aggregated by Bully Pulpit Interactive.
Why it matters: Political advertising strategists say that this level of ad spend on digital platforms this early in the campaign season is unprecedented. The data (captured between December 2018 and now) provides a window into the Trump campaign’s 2020 strategy, which until now has been virtually invisible aside from a few rallies.
“The worldview from the Trump campaign is different than anything we’ve ever seen,” says Michael Beach, CEO of marketing analytics firm Cross Screen Media and a veteran of Republican presidential ad campaigns.
The Trump campaign is led by digital vet Brad Parscale, whose home field is analytics and audience targeting.
– “Spend can only scale with strong performance. We have an experienced team, still together from 2016,” a senior member of the Trump 2020 team tells Axios’ Jonathan Swan. “But most of all, we have Donald Trump and nothing scales and converts like Trump,”
The big picture: Trump’s Facebook influence won’t be limited to ad spend. Even though Facebook has experienced a major backlash since the 2016 election, data from news analytics companies suggests that the same organic media trends that propelled Trump’s base on Facebook in 2016 are still prevalent leading up to 2020.
– National political stories thrive on Facebook, according to data from news analytics company Parse.ly. Since February, almost 28% of all traffic referrals (direct and indirect) to articles about politics, law and government came from Facebook. By comparison, just 9% came from Google.
– Partisan news sources also thrive on Facebook. Fox News is the most popular news outlet on Facebook so far in 2019, according to a new report from Newswhip, which measures social engagement. Right-wing publishers like The Daily Wire, Daily Mail and Breitbart almost made the cut, as well as some left-leaning outlets.
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