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Polling and Ad Spend - A Political Partnership w/ Embee

Source: https://www.pathmatics.com/blog/pollingandadspendwithembee

We’re down to the wire! With Election Day less than 24hrs away, Pathmatics has been hard at work researching the most up-to-date insights. But, to offer a more complete picture, we partnered with Embee to share a glimpse into user trends, experiences and behaviors in Instagram.

Combining our industry leading ad insights, Embee polled over 14k Instagram users to find out their views on voting, issues that concern them the most, and who they think might win the Presidential Election.

Targeted Investment

With 30 days to go, both campaigns used different channel strategies to raise donations and get the word out to vote. Diving a little deeper, the Biden campaign chose to invest almost 3X more than the Trump campaign in Instagram, at $1.5MM vs. $359k respectively. And, according to Embee’s data, that translated to 5.4% of IG users reporting they’d seen an ad for either candidate.

The result – Biden posted 222 Creatives to Trump’s 52 on the social network, also gaining a huge advantage in impression volume with 194M impressions to Trump’s 45.9M.

Getting the Message Out

When asked what the top 5 issues affecting the US are, it’s not surprising that the top 3 dealt with health (56.7%), the economy (50.4%), and the global pandemic (45.4%), all of which are inherently linked together.

Similarly, we did an analysis of creative text for IG ads in the last month for both campaigns, finding that the Biden Campaign seem to be looking at the numbers, with ads mentioning health, covid, the economy and education, while the Trump campaign ads don’t specifically mention any of the top issues.

Popping the Bubble

It’s no secret ads are influential - otherwise, why spend all this money? But the real measure of political ad spend is how its affecting voters. According to Embee, 80% of Biden’s and Trump’s ads were served to registered voters who actually intend to vote - Check!

Screen Shot 2020-11-02 at 3.50.58 PMHowever, more interestingly, the data shows the majority of spend for each candidate went to voters, already in their respective bases, both in terms of party affiliation and who they’d already planned to vote for. But, there’s still undecideds out there, combing through Instagram, who could be swayed, even up to the last minute.

However, more interestingly, the data shows the majority of spend for each candidate went to voters, already in their respective bases, both in terms of party affiliation and who they’d already planned to vote for. But, there’s still undecideds out there, combing through Instagram, who could be swayed, even up to the last minute.

Taking IG Seriously

The good news - Instagram isn’t only for influencers peddling energy drinks and bathing suits. With 107 million US users, 53% 18-34, political campaigns see the value in marketing to the younger demographic. And with exponential growth in the next 5 years, we expect the 2024 election to see a significant jump in spend on the social platform.

Our thanks to Embee for the killer insights, and, if you haven’t already - get out and vote!

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

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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.

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Data is changing the speed of business. Investors, Corporations, and Governments are buying new, differentiated data to gain visibility make better decisions. Don't fall behind. Let us help.

DATA PROVIDER SPOTLIGHT

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.