Digital Advertising Insights · Jordan Kramer · November 2016
What The Presidential Candidates’ Digital Campaigns Look Like Hours Before Election Day
With less than 24 hours before Election Day, see how Hillary Clinton and Donald Trump are advertising online across desktop, mobile/tablet, and video.
Hillary for America
On desktop, Clinton’s top site was the New York Times homepage, making a large push just before the final Presidential debate on October 8th, and again on October 19th. Politico slipped to be the second top site by spend for the Democratic candidate, followed by AOL. On October 29th, Hillary for America introduced seven new display creatives to also encourage early voting. The creatives, in both English and Spanish, featured Clinton and President Obama waving with the message: “Vote early for Hillary and Democrats.” This was the first instance we have seen the creative messaging include the political party.
On November 3rd, Hillary for America introduced another six new desktop creatives and two days later on November 5th, her impressions reached 1.9X their 30 day average. These creatives also featured new messaging including the competing political party. The creatives read, “Stop Trump and Republicans,” whereas other creatives released by Clinton in the past simply say “Stop Trump.” This messaging change, just ten days prior to the general election, shows that the Clinton campaign is trying to remind voters that beyond the candidate, scandals, or headlines, this election boils down to Left vs. Right.
Hillary For America Overview
Donald J. Trump for President, Inc.
Of the little desktop spend still being utilized by Trump, his new “Crooked Hillary” creatives released in October showcase bolder messaging towards his competitor. Past creatives for this campaign included messaging such as “Only Trump Can Stop Crooked Hillary” or “Hillary Clinton is a National Security Risk.” These new display creatives include bold white text with key words “Failed,” “Hillary,” and “Killing Jobs” in red to stand out. Other new creatives state “Value Your Second Amendment Rights? Hillary Doesn’t."
