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Culture

Biden and Trump Spent Millions on YouTube Takeovers. Did it work?

Source: https://www.pathmatics.com/blog/biden-and-trump-spent-millions-on-youtube-takeovers.-did-it-work

This year’s pre-election advertising saw the start of a new trend for political advertisers: The YouTube takeover.

In past races, paid advertising campaigns on social channels, specifically Facebook, (and, increasingly, Instagram), has been the top choice for candidates looking to reach a wide audience. This year, in the course of just three months (August-October 2020), we saw investments on YouTube from both candidates nearly triple their respective Facebook investment rates.

The YouTube Takeover Tussle

Perhaps the most interesting part of the competing YouTube takeover strategies is the timing in which they occurred. Trump began the trend in August, placing a strategic week-long takeover during the Democratic National Convention, and again the following week, during the Republican National convention.

By the end of the convention, Biden’s camp was hip to the strategy, managing to pull out one day of takeover ads during the Republican convention’s final day on August 27th. The next takeover appearance comes a full month later, for the first Presidential debate, where Trump again controls the YouTube homepage, with Biden taking over the page the following day.

This pattern continues, with Trump landing takeovers on all but one of the major political event dates (the one exception being the last day of the Republican Convention in August, as previously mentioned). But in late October, as Biden’s campaign saw a late surge in funds, we see a much bigger presence from Biden, with 5 of his 8 total takeovers occurring in the last two weeks of October.

Since we know you’re wondering, here were the final numbers for each takeover campaign:

Donald J. Trump for President

  • Spend: $121 Million +
  • Impressions: 11 Billion +
  • Takeovers: 18

Biden for President:

  • Spend: $94 Million +
  • Impressions: 7 Billion +
  • Takeovers: 8

What can we learn?

Regardless of the outcome of the election, we imagine this YouTube takeover strategy is one we’ll see again. One reason why? Streaming numbers are up–we all know this. This year, especially, with people stuck in their homes at record rates, these campaigns identified another way to get his message in front of voters who may be streaming political events on YouTube or watching highlight reels after the event ends. With over 20 Billion impressions during their combined 16 takeovers, we’d say it was a good call.

To learn more about the data behind this article and what Pathmatics has to offer, visit www.pathmatics.com.

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ForwardKeys

ForwardKeys is one of the leading travel analytics firms that provides investment firms with alternative and predictive data on the travel industry. Data is offered both on the demand and the offer-side of the aviation market.

Actual Air Reservations is an aggregation of flight bookings made via the Global Distribution Systems. Exclusive agreements make that global travel data is available, including regions that are generally difficult to track. This data contains valuable insights into the profile, behaviour, and impact of events on past, present and future air travellers.

Seat Capacity provides insights into the scheduled flights from 99% of global commercial airlines.

Financial institutions use this data for artificial intelligence and predictive models to forecast the performances of businesses. Combined, the datasets can provide insights into the financial health of businesses operating in the travel and tourism industry. This list contains companies like airlines, airplane leasing companies, oil companies, hotels and travel agencies.