Opportunity for radio as political money moves away from Facebook. | Story

Campaigns are placing fewer ads on Facebook ahead of the 2022 midterm elections, which could provide an opportunity on radio.

The social media platform played a big role in the battle for political advertising dollars in recent election years, but has since fallen out of favor with media buyers due to difficulties targeting voters due to the news. parent company Meta’s policies combined with a change in Apple’s privacy. settings, depending Advertising week.

“The makeup is washed off this product,” said John Padua, vice president of media buying at Trilogy Interactive, a political digital agency that supports Democratic candidates, PACs, progressive causes and legislation.

In 2016 and 2018, Padua estimates his company placed 70-80% of its ads with Meta, which also owns Instagram. This year, it’s between 15 and 20%.

“Facebook has added so many stricter guidelines to political purchases and, to be honest, Meta and their political blackout at the end of the 2020 election cycle have sullied many relationships,” Padua explained.

Matthew Hedberg, vice president/general manager of professional services at data and identity resolution firm Semcasting, explains that some of the targeting issues advertisers currently face when placing ads with Meta are due to the changes Apple Privacy Policy. Meta says the changes would cost the company $10 billion in revenue, Adweek says. Meta works with industry and invests in AI to improve targeting and measurement.

Hedberg says the changes “make measurement a much more difficult proposition. It’s hard for customers to try to build lists. They have a distinct lack of insight, which has caused many advertisers to back out.

There was only a 2.4% increase in Facebook ad campaigns among Semcasting’s political clients from 2021 to 2022. Meanwhile, the company saw a 29% increase in political clients.

Padua says YouTube has been the preferred social platform for political shopping. He says the video platform “does a better job of being able to choose which channels and where we show our ads. We don’t have to worry about the same echo chamber effect that we do on Facebook.”

Facebook is still a high-reach platform for political fundraising, ad executives say, but not so much as a way to persuade voters.

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