The New York Times reports: “Facebook is going to be the advertising monster of 2016,” said Zac Moffatt, a co-founder of Targeted Victory, a Republican technology firm that ran Mitt Romney’s 2012 digital effort. “They have the largest audience, a dominant set of tools for advertising, and the most aggressive approach to allowing campaigns to leverage their data to maximize efficiency and minimize waste.”
Campaigns can now include what Facebook describes as a “call to action” at the end of their videos — in most cases, a link that allows users to donate to the campaign or sign a petition.
Video represents a tremendous growth area generally. When Facebook announced its new video capacities in September 2014, it had one billion video views a day. Now, the site gets four times as many.
Another innovation allows a campaign to upload its voter file — a list of those they hope will turn out to vote or can be persuaded to do so — directly to Facebook, where it can target those users. Integrating this deep and rich source of information about voters also allows campaigns to find and reach other Facebook users who resemble, in behavior and interests, those in their existing voter file.
The emphasis on reaching increasingly segmented voters reflects the narrowing of the electorate, in which campaigns are devoting more and more money and effort to finding their supporters and turning them out on Election Day, rather than trying to win over uncommitted voters. [Continue reading…]