{"id":344,"date":"2020-11-14T17:19:46","date_gmt":"2020-11-14T17:19:46","guid":{"rendered":"https:\/\/www.electionanalysis.ws\/us\/?page_id=344"},"modified":"2020-11-14T17:19:49","modified_gmt":"2020-11-14T17:19:49","slug":"a-banner-year-for-advertising-and-a-look-at-differences-across-platforms","status":"publish","type":"page","link":"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/a-banner-year-for-advertising-and-a-look-at-differences-across-platforms\/","title":{"rendered":"A banner year for advertising and a look at differences across platforms"},"content":{"rendered":"\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<figure class=\"wp-block-image size-large\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"454\" height=\"453\" src=\"https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/monica_yao_-_NEUMANN_headshot_Neumann.png?resize=454%2C453&#038;ssl=1\" alt=\"\" class=\"wp-image-345\" srcset=\"https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/monica_yao_-_NEUMANN_headshot_Neumann.png?w=454&amp;ssl=1 454w, https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/monica_yao_-_NEUMANN_headshot_Neumann.png?resize=300%2C300&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/monica_yao_-_NEUMANN_headshot_Neumann.png?resize=150%2C150&amp;ssl=1 150w, https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/monica_yao_-_NEUMANN_headshot_Neumann.png?resize=60%2C60&amp;ssl=1 60w\" sizes=\"auto, (max-width: 454px) 100vw, 454px\" \/><\/figure>\n\n\n\n<p class=\"US205bio\"><em><strong>Dr Markus Neumann<\/strong><\/em><br><br><em>Postdoctoral Research Fellow at the Wesleyan Media Project.<\/em><br><br><em>Email: mneumann01@wesleyan.edu<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"454\" height=\"453\" src=\"https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/monica_yao_-_NEUMANN_headshot_Yao.png?resize=454%2C453&#038;ssl=1\" alt=\"\" class=\"wp-image-346\" srcset=\"https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/monica_yao_-_NEUMANN_headshot_Yao.png?w=454&amp;ssl=1 454w, https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/monica_yao_-_NEUMANN_headshot_Yao.png?resize=300%2C300&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/monica_yao_-_NEUMANN_headshot_Yao.png?resize=150%2C150&amp;ssl=1 150w, https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/monica_yao_-_NEUMANN_headshot_Yao.png?resize=60%2C60&amp;ssl=1 60w\" sizes=\"auto, (max-width: 454px) 100vw, 454px\" \/><\/figure>\n\n\n\n<p class=\"US205bio\"><em><strong>Dr Jielu Yao<\/strong><\/em><br><br><em>Postdoctoral Research Fellow at the Wesleyan Media Project.<\/em><br><br><em>Email: jyao01@wesleyan.edu<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"345\" height=\"345\" src=\"https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/monica_yao_-_NEUMANN_headshot_Dean.png?resize=345%2C345&#038;ssl=1\" alt=\"\" class=\"wp-image-347\" srcset=\"https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/monica_yao_-_NEUMANN_headshot_Dean.png?w=345&amp;ssl=1 345w, https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/monica_yao_-_NEUMANN_headshot_Dean.png?resize=300%2C300&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/monica_yao_-_NEUMANN_headshot_Dean.png?resize=150%2C150&amp;ssl=1 150w, https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/monica_yao_-_NEUMANN_headshot_Dean.png?resize=60%2C60&amp;ssl=1 60w\" sizes=\"auto, (max-width: 345px) 100vw, 345px\" \/><\/figure>\n\n\n\n<p class=\"US205bio\"><em><strong>Spencer Dean<\/strong><\/em><br><br><em>Wesleyan University Class of 2021.<\/em><br><br><em>Email: srdean@wesleyan.edu<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"454\" height=\"453\" src=\"https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/prof_erika_franklin_fowler.png?resize=454%2C453&#038;ssl=1\" alt=\"\" class=\"wp-image-348\" srcset=\"https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/prof_erika_franklin_fowler.png?w=454&amp;ssl=1 454w, https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/prof_erika_franklin_fowler.png?resize=300%2C300&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/prof_erika_franklin_fowler.png?resize=150%2C150&amp;ssl=1 150w, https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/prof_erika_franklin_fowler.png?resize=60%2C60&amp;ssl=1 60w\" sizes=\"auto, (max-width: 454px) 100vw, 454px\" \/><\/figure>\n\n\n\n<p class=\"US205bio\"><strong><em>Prof Erika Franklin Fowler<\/em><br><\/strong><br><em>Professor of Government and Co-Director of the Wesleyan Media Project.<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"308\" src=\"https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/US20_divider_5_social_media.png?resize=400%2C308&#038;ssl=1\" alt=\"\" class=\"wp-image-190\" srcset=\"https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/US20_divider_5_social_media.png?w=400&amp;ssl=1 400w, https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/US20_divider_5_social_media.png?resize=300%2C231&amp;ssl=1 300w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" \/><\/figure>\n\n\n<h5 class=\"US205\"> Section 5: Social media<\/h5>\n<div class=\"page-list\"><ul class=\"list-group-item\"><li class=\"page_item page-item-328\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/media-and-social-media-platforms-finally-begin-to-embrace-their-roles-as-democratic-gatekeepers\/\">Media and social media platforms finally begin to embrace their roles as democratic gatekeepers<\/a><\/li>\n<li class=\"page_item page-item-331\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/did-social-media-make-us-more-or-less-politically-unequal-in-2020\/\">Did social media make us more or less politically unequal in 2020?<\/a><\/li>\n<li class=\"page_item page-item-335\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/platform-transparency-in-the-fight-against-disinformation\/\">Platform transparency in the fight against disinformation<\/a><\/li>\n<li class=\"page_item page-item-341\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/why-trumps-determination-to-sow-doubt-about-data-undermines-democracy\/\">Why Trump\u2019s determination to sow doubt about data undermines democracy<\/a><\/li>\n<li class=\"page_item page-item-350\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/how-joe-biden-conveyed-empathy\/\">How Joe Biden conveyed empathy<\/a><\/li>\n<li class=\"page_item page-item-353\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/the-debates-and-the-election-conversation-on-twitter\/\">The debates and the election conversation on Twitter<\/a><\/li>\n<li class=\"page_item page-item-356\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/did-the-economy-covid-19-or-black-lives-matter-to-the-senate-candidates-in-2020\/\">Did the economy, COVID-19, or Black Lives Matter to the Senate candidates in 2020?<\/a><\/li>\n<li class=\"page_item page-item-362\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/leadership-through-showmanship-trumps-ability-to-coin-nicknames-for-opponents-on-twitter\/\">Leadership through showmanship: Trump\u2019s ability to coin nicknames for opponents on Twitter<\/a><\/li>\n<li class=\"page_item page-item-366\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/election-countdown-instagrams-role-in-visualizing-the-2020-campaign\/\">Election countdown: Instagram\u2019s role in visualizing the 2020 campaign<\/a><\/li>\n<li class=\"page_item page-item-371\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/candidates-did-lackluster-youth-targeting-on-instagram\/\">Candidates did lackluster youth targeting on Instagram<\/a><\/li>\n<li class=\"page_item page-item-374\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/college-students-political-engagement-and-snapchat-in-the-2020-general-election\/\">College students, political engagement and Snapchat in the 2020 general election<\/a><\/li>\n<li class=\"page_item page-item-381\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/advertising-on-facebook-transparency-but-not-transparent-enough\/\">Advertising on Facebook: transparency, but not transparent enough<\/a><\/li>\n<li class=\"page_item page-item-391\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/detecting-emotions-in-facebook-political-ads-with-computer-vision\/\">Detecting emotions in Facebook political ads with computer vision<\/a><\/li>\n<\/ul><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n<p>Advertising in the 2020 presidential cycle&nbsp;<a href=\"https:\/\/mediaproject.wesleyan.edu\/releases-102120\/\">broke all kinds of records<\/a>. While the bulk of the spending is still on television, the share of digital advertising continues to grow, and the sheer amount of money spent on digital advertising alone is staggering.<\/p>\n\n\n\n<p>According to the&nbsp;<a href=\"https:\/\/mediaproject.wesleyan.edu\/\">Wesleyan Media Project<\/a>, Donald Trump\u2019s campaign spent over $201 million (47 percent of his ad budget) on digital advertising between April 9 and October 24, 2020. Though Joe Biden\u2019s campaign focused less on online platforms, it still spent about $116 million on digital, one third of his ad spending. To help put these figures in perspective, Barack Obama\u2019s 2008 campaign, which was widely praised for its use of online ads, spent only about&nbsp;<a href=\"https:\/\/www.forbes.com\/sites\/realspin\/2015\/09\/23\/take-a-note-from-obamas-campaign-playbook-go-digital-on-political-ad-spending\/?sh=5c9c1e9f79d2\">$8 million<\/a>&nbsp;on digital advertising, and Donald Trump spent roughly&nbsp;<a href=\"https:\/\/doi.org\/10.1177%2F0894439317726751\">$83.5 million<\/a>&nbsp;between July and November in 2016 on digital.<\/p>\n\n\n\n<p><strong>The dominance of Facebook and Google<\/strong><\/p>\n\n\n\n<p>While Facebook (including Instagram) has been&nbsp;<a href=\"https:\/\/www.emarketer.com\/content\/facebook-dominates-2019-2020-political-ad-spending\">the dominant digital platform<\/a>&nbsp;<a href=\"https:\/\/doi.org\/10.1080\/10584609.2017.1334727\">for political campaigns<\/a>, the 2020 presidential campaigns spent almost as much on Google (which includes YouTube). Trump invested about $108 million on Facebook and $93 million on Google while Biden spent $84 million on Facebook ads and $79 million Google ads. By contrast, even though the Biden campaign allocated more than $3.1 million to Snapchat advertising (which compared to only $0.2 million by Trump might have given Biden an advantage in&nbsp;<a href=\"https:\/\/www.google.com\/url?q=https:\/\/deltalab.research.wesleyan.edu\/2020\/10\/28\/presidential-advertising-on-snapchat\/&amp;sa=D&amp;ust=1604736801317000&amp;usg=AOvVaw0Ta2TWC9gCqC9bq-EnWhnh\">reaching Generation Z voters<\/a>), the total pales by comparison to spending on the big platforms.<\/p>\n\n\n\n<p><strong>Assessing unique content across platforms<\/strong><\/p>\n\n\n\n<p>It is widely understood that campaigns use&nbsp;<a href=\"https:\/\/doi.org\/10.1080\/10584609.2017.1334727\">different platforms<\/a>&nbsp;<a href=\"https:\/\/doi.org\/10.1177%2F1077699018763307\">for different outreach<\/a>. To examine how the content on each platform differed by campaign, we conducted a preliminary analysis of the textual content of ads on TV, Facebook, Google, YouTube, and Snapchat with a&nbsp;<a href=\"https:\/\/www.cambridge.org\/core\/journals\/political-analysis\/article\/fightin-words-lexical-feature-selection-and-evaluation-for-identifying-the-content-of-political-conflict\/81B3703230D21620B81EB6E2266C7A66\">method<\/a>&nbsp;designed to determine the words that most distinguish one category from another (automated speech-to-text methods were used to transcribe video ads from TV, YouTube, and Snapchat and we collapsed to unique creatives across all sources by campaign).<\/p>\n\n\n\n<p>For Biden, search advertising on Google revolves around appeals to vote, voter registration, deadlines, and voting by mail, including Spanish-language words associated with voting, suggesting a focus on get-out-the-vote and Latinx outreach. Biden\u2019s Facebook ads, by contrast, feature references to Trump, defeating Republicans, and winning combined with donation appeals, which seem designed to&nbsp;<a href=\"https:\/\/doi.org\/10.1111\/ajps.12089\">stoke partisan identity and out-partisan animosity<\/a>. In TV ads, substantive content is more prevalent, with references to healthcare, the virus, jobs, and families. Biden\u2019s YouTube ads touch on similar themes, but seem slightly more upbeat, featuring emotive words such as feel, care, and love. Snapchat ads revolve around the Black Lives Matter movement, with references to civil rights, the police, and racism.<\/p>\n\n\n\n<p>Trump\u2019s ads follow a similar pattern. His Google search ads revolve around getting-out-the-vote, but feature more requests for donations than Biden as well as campaign merchandise. His Facebook ads are not quite as focused on his opponent, but still feature attacks against the media, Democrats, and \u201cSleepy Joe.\u201d Similar to Biden, fundraising appears to be the primary goal on Facebook. TV also provides Trump with room for more substantive content, with references to healthcare, illegal immigrants, taxes, and China. YouTube follows a similar pattern, touching on family, the military, God, and reopening schools.<\/p>\n\n\n\n<p><strong>What to make of it?<\/strong><\/p>\n\n\n\n<p>The sheer amount of money spent suggests that advertising remains a central way campaigns reach citizens even if ad effects are&nbsp;<a href=\"https:\/\/www.taylorfrancis.com\/books\/9780429498275\">known to be<\/a>&nbsp;<a href=\"https:\/\/advances.sciencemag.org\/content\/6\/36\/eabc4046.full\">small&nbsp;<\/a>and&nbsp;<a href=\"https:\/\/www.tandfonline.com\/doi\/abs\/10.1080\/10584609.2013.828143\">fleeting<\/a>, and the growing share of digital advertising reinforces the importance of a multimodal approach. Yet the variation in content underscores that digital platforms serve different purposes. Consistent with prior analyses, Facebook content&nbsp;<a href=\"https:\/\/doi.org\/10.1017\/S0003055420000696\">is more partisan<\/a>&nbsp;while Google\u2019s search advertising seems devoted to get-out-the-vote efforts, which may have been heightened in a pandemic. Both large platforms appear to be used for fundraising, which yields funds for further advertising. Similar to TV, YouTube lends itself to persuasive arguments with more substantive content through audiovisuals &#8211; but with the advantages of the digital realm, and Snapchat serves younger audiences.<\/p>\n\n\n\n<p>Electoral success does not necessarily \u201cvindicate\u201d the winner\u2019s strategy. There is much yet to unpack about the 2020 election results and their correspondence with the volume, content and targeting of TV and digital advertising, and the different ways that campaigns deploy their messaging across platforms. The COVID-19&nbsp;pandemic may have played a role in record spending, as money that might otherwise have gone into events may have been funneled into advertising. Finally, the fact that both campaigns spent almost as much on Google as they did on Facebook is noteworthy and worthy of further exploration.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Dr Markus Neumann Postdoctoral Research Fellow at the Wesleyan Media Project. Email: mneumann01@wesleyan.edu Dr Jielu Yao Postdoctoral Research Fellow at the Wesleyan Media Project. Email: jyao01@wesleyan.edu Spencer Dean Wesleyan University Class of 2021. Email: srdean@wesleyan.edu Prof Erika Franklin FowlerProfessor of Government and Co-Director of the Wesleyan Media Project. Advertising in the 2020 presidential cycle&nbsp;broke all [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":22,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-344","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>A banner year for advertising and a look at differences across platforms - Election Analysis - United States<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/a-banner-year-for-advertising-and-a-look-at-differences-across-platforms\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A banner year for advertising and a look at differences across platforms - Election Analysis - United States\" \/>\n<meta property=\"og:description\" content=\"Dr Markus Neumann Postdoctoral Research Fellow at the Wesleyan Media Project. Email: mneumann01@wesleyan.edu Dr Jielu Yao Postdoctoral Research Fellow at the Wesleyan Media Project. Email: jyao01@wesleyan.edu Spencer Dean Wesleyan University Class of 2021. Email: srdean@wesleyan.edu Prof Erika Franklin FowlerProfessor of Government and Co-Director of the Wesleyan Media Project. 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Email: mneumann01@wesleyan.edu Dr Jielu Yao Postdoctoral Research Fellow at the Wesleyan Media Project. Email: jyao01@wesleyan.edu Spencer Dean Wesleyan University Class of 2021. Email: srdean@wesleyan.edu Prof Erika Franklin FowlerProfessor of Government and Co-Director of the Wesleyan Media Project. Advertising in the 2020 presidential cycle&nbsp;broke all [&hellip;]","og_url":"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/a-banner-year-for-advertising-and-a-look-at-differences-across-platforms\/","og_site_name":"Election Analysis - United States","article_modified_time":"2020-11-14T17:19:49+00:00","og_image":[{"url":"https:\/\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/monica_yao_-_NEUMANN_headshot_Neumann.png","type":"","width":"","height":""}],"twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/a-banner-year-for-advertising-and-a-look-at-differences-across-platforms\/","url":"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-5-social-media\/a-banner-year-for-advertising-and-a-look-at-differences-across-platforms\/","name":"A banner year for advertising and a look at differences across platforms - 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