Majority Of Aussies Haven’t Seen A Single Online Election Ad: TubeMogul Study

Man working at office desk, looking at computer and scratching head
SHARE
THIS



We’re deciding a new Prime Minister in a week and a half, but programmatic company TubeMogul has claimed 85 per cent of Aussies haven’t seen a single online ad related to the federal election. And of the 15 per cent that saw one, a third didn’t relate to the messages portrayed.

The company surveyed 10,000 Aussies of legal voting age Monday and Tuesday this week and the lack of presence online, or the lack of relevance, is a missed opportunity, said TubeMogul’s Matthew Dybwad, head of political and public affairs, based in Washington D.C.

“Too often, campaign media buyers run back to the notion of 1,000 gross rating points on TV as the only metric that moves the needle,” he said. “They don’t always fully understand the power of digital to change the narrative.”

Still, one digital place getting some action is gay dating app Grindr, of which The Greens said they would be targeting with an influx of ads. But it has led to some questioning where all the bizarre political ads have gone this time around.

Dybwad references the strength of online campaign for Bernie Sanders’ – politician for the Democratic Party who was recently beaten out by Hillary Clinton for preferred candidate. The New York Times reported Sanders had millions of fans online and gained supporters through a number of online channels such as Facebook and Reddit.

“Sanders used powerful video creative to carry his populist message to channels where Millennials get their content: online, mobile, social and connected devices,” said TubeMogul’s Dybwad.

“He found a successful formula very early for digital fundraising. Converting target audiences into activists and donors with digital advertising is often far more attractive because startup costs are lower and it’s far easier to scale quickly.”

However, he said the Labor Government here has many younger voters who are more likely to use a multitude of screens, so a lack of online ads means the party is missing out. In 2015 a report from ABC’s The Drum showed students were more likely to vote for Labor or The Greens, and that jobs had no telling now as to who voters would side with.

“Labor consistently secures higher support among younger generations,” said Dybwad. “The lower the age, the more likely they are to live in a multi-screen world, that doesn’t rely on traditional media sources for information and opinion. Relatively little online video exposure could therefore mean that the voters who would choose Labor are being missed because they aren’t seeing the ads.”

In this election cycle – including the US campaign – Belinda Aucott from content management agency Edge argued marketing automation should be one of the key drivers in election campaigns.

And given ad spend has spiked throughout Australia during election season, TubeMogul says it’s imperative the campaigns come online.

“Without investment in digital, political strategists risk their messaging and ads not getting seen and resonating,” said Sam Smith, TubeMogul’s Australia and New Zealand manager.

“If political advertisers decide to invest online, they need to ensure that viewability is measured and that they are confident in the reporting.

“Real transparency is critical so that strategists know they are targeting the right people in their voter file, and that they have a high degree of confidence that the ads are being seen in the right context at the right time.”

Please login with linkedin to comment

Advertising Standards Bureau branded comedy character federal election MasterChef online ad Online Advertising Inventory

Latest News

Hands using mobile payments, Digital marketing. Banking network. Online shopping and icon customer networking connection on virtual screen, Business technology concept
  • Media

IAS Report: Australian Digital Advertisers Experience Higher Brand Risks Across All Buying

Today, Integral Ad Science (IAS), a global leader in digital ad verification, released its Media Quality Report (MQR) for H2 2020, providing transparency into the performance and quality of Australian digital media, alongside global comparisons. Integral Ad Science’s H2 2020 MQR highlights brand safety, ad fraud, and viewability trends across display, video, mobile web, and […]

Quintis Appoints Illuminate As Global PR Partner
  • Media

Quintis Appoints Illuminate As Global PR Partner

Quintis Sandalwood has appointed Illuminate as its global PR partner following a competitive pitch process. Proudly Australian, Quintis produces and markets Indian Sandalwood oil, logs, chips and powder products across the world to major companies in industries such as fragrance, aromatherapy, cosmetics, handicrafts and Traditional Chinese Medicine industries. Illuminate will be responsible for a global communications […]

Image lead story Even More Pics From The 30 Under 30 Awards!
  • Media

Even More Pics From The 30 Under 30 Awards!

Hopefully the weekend has given everyone enough time to recover from B&T’s 30 Under 30 awards and prepare themselves for our official photo dump! We shared some of the highlights last week, and now you can peruse all of the pictures taken on the night. Thank you to everyone for attending this year’s awards, and […]

by B&T Magazine

B&T Magazine
Kinderling Kids Streams Ahead With Direct-To-Consumer Offering
  • Marketing

Kinderling Kids Streams Ahead With Direct-To-Consumer Offering

Kinderling Kids Radio (Kinderling) has announced the completion of its move from DAB+, where it launched six years ago, to a direct-to-consumer streaming model, accessible online or through the Kinderling Kids iOS and Android app. The Parent Brand, the parent company of Kinderling Kids and Babyology, made the decision to shift as streaming and on-demand […]

RUN Take On The Flu
  • Advertising
  • Campaigns

RUN Take On The Flu

Globally award-winning, indie agency RUN, have launched the New Zealand National Influenza Immunization Campaign, running over the next 8 weeks across TV, digital, social, print and press.

Audika Says Stop Ignoring The ‘Whats’ And Get A Hearing Test, Via Ward6
  • Campaigns

Audika Says Stop Ignoring The ‘Whats’ And Get A Hearing Test, Via Ward6

Most people over 60 stay on top of their health with regular check-ups. Whether it’s eyes, prostate or breasts, they realise at their age it’s important. But one that gets ignored is hearing. They’d rather live with gradual hearing loss, and continually ask what, huh, pardon or sorry until it seriously impacts their life and […]

Connecting Plots To Handle [yellow tail] Social Media Following Account Win
  • Media
  • Technology

Connecting Plots To Handle [yellow tail] Social Media Following Account Win

Creative communications agency Connecting Plots has been appointed by Casella Family Brands to handle the social media accounts for [yellow tail] wine in Australia. The win follows an audit of the Casella Family Brands social activities, which led to [yellow tail] rethinking its approach to social media and how it aligns with its overall marketing […]

HERO’s B.B.E Wins v2food Account
  • Media

HERO’s B.B.E Wins v2food Account

v2food, has appointed HERO’s B.B.E as the lead strategic and creative agency for the brand following a competitive pitch process. v2food is an Australian pioneering food technology business with a global vision to feed the planet sustainably. After launching nationally in 2019, v2food has been on a mission to offer Australians an easy alternative to meat […]

Rows of coins isolated on white background. Finance and banking concept.
  • Media

Magnite And Adform See Monetisation Uplift Using First-Party Identifiers

Magnite (Nasdaq: MGNI), the largest independent sell-side advertising platform, today announced it has been working with Adform, the only independent global ad management platform covering all aspects of the digital campaign lifecycle, to scale first party identifiers in privacy-safe ways. With the pending elimination of third-party cookies, the industry must establish future-proof identity solutions for publishers and buyers.

Martin Box Named Co-Chair Of Commercial Producers Council
  • Media

Martin Box Named Co-Chair Of Commercial Producers Council

The Commercial Producers Council is delighted to announce the appointment of Martin Box (pictured) as its new Co-Chair, effective immediately. Box, Head of Production at Airbag, joins Co-Chair Pip Smart, and fills the vacancy left by Lucas Jenner who steps aside from the Co-Chair role after four years of service, in accordance with the CPC’s […]