If only the 2016 presidential campaign had been chronicled through a single technology.
Last year, The New York Times reported that advertisements often aren’t scrubbed clean from Facebook. And that’s true of everything: websites, online dating apps, video games. Now, a report from RBC Capital Markets shows that another technology stands out in terms of effectiveness: .YouTube ads were 50 times more likely to be seen than Facebook ads on Trump’s presidential campaign.
The reports was based on a sample of 20 different ads, including some directed at and sold to the news media, who haven’t reported all of the positions taken by their candidates. In addition to advertising to the news media, Trump’s team did so specifically to run targeted ads on subjects “like home videos,” and through messaging sites, where his team primarily sent “high volume” messages to people less engaged in politics, the report found.
Campaigns that ran video ads, such as Trump’s campaign, were 24 times more likely to be seen on YouTube than Facebook.
It’s even more impressive when we consider just how early Trump’s campaign began in the lead-up to the 2016 election, when Facebook was only about a decade old. In October 2016, Facebook had about 1.2 billion users—and about 50 million of them were in the US.