As California’s recall continues, the campaign is spending millions of dollars on online advertising on Google and its popular video site YouTube.
More than $ 3.6 million has been spent on recall ads on websites, according to data released by Google. A funding group organized to defend Democratic Governor Gavin Newsom accounts for the majority of the spending, investing $ 3.03 million in advertising urging voters to refuse to recall.
The most expensive Newsoms opponent is Larry Elder, the host of the conservative radio talk show. As the Elders campaign gained momentum, he spent more than $ 400,000 on Google and YouTube ads.
Almost two-thirds of ads for groups supporting Newsom or Elder only appeared to people using sites with specific zip codes. The group that stopped Governor Newsom’s Republican recall was a densely populated Democratic base and advertised primarily on the beach. Meanwhile, the Elders Campaign Committee has selected more common inland areas for the Republicans.
Times analysis of Google Transparency Reports records from January 1st to August 31st shows that rival camps are using a vast collection of corporate user data to target areas that they consider to be the key to victory. increase.
The result is two different campaigns, primarily targeting two different Californias.
However, there are some overlaps. Areas covered by both campaigns include the Orange County Irvine, South Los Angeles, and East Bay areas. These regions were devoted to democracy in the 2020 elections, but the elder hopes his career will help him gain their support.
An elder who graduated from Crenshaw High School in 1970 said in a video ad about his upbringing in South Los Angeles and his trip to Ivy League University, and how he said the pipeline no longer exists due to poor school quality. Talking about what you believe.
He advocates alternatives to public schools such as charters and vouchers, and states that he gives parents a choice.
Many ads targeting Republican talk show hosts share the elders’ desire to promise tax cuts, blame Newsom for corruption, and regain California’s dreams.
Newsoms advocates have targeted ads in both English and Spanish. In a single video ad displayed in both languages, the narrator tells site users that this election bet is a matter of life and death.
The narrator praised the governor’s response to the pandemic and said the elder would remove the mask and vaccine obligations.
Newsome’s other targeted ads have rejected Republican recalls and urged voters to highlight his records of employment, homelessness, and the environment.
As the election day approaches, both campaigns have more ads on Google and YouTube, but more ads don’t necessarily mean more audience and spending. Ads on your site vary in price and reach based on the complexity of the Google system. While Newsom proponents are buying more expensive video ads, the Elders campaign favors cheaper text and image ads.
Newsoms and Elders ads on Google’s site are just a small portion of the $ 110 million raised in the call campaign, while targeted internet ads are technology-based strategists in California. It shows that you can navigate the political sector.
Find out more about the race in the Times Recall Guide.
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