Major political parties are concentrating YouTube advertising spend on a handful of key electorates in the last week of the Federal Election, according to video measurement service Adgile
Data shows the Coalition has pulled back YouTube spend significantly, focusing on a handful of seats.
And Labor has significantly increased its spend on the video streaming platform, launching ads in some 40 different seats which they were not previously spending in.
The seat of Dickson, held by Liberal leader Peter Dutton, has Labor outspending the Coalition.
“While the spend on traditional TV has been locked for weeks, what is fascinating about YouTube is that we can see in real time changes to strategy by the major parties,” said managing director of Adgile, Shaun Lohman.
“The final week of the campaign has seen the Liberal Party significantly reduce its overall spend on YouTube, and narrow focus on a number of marginal electorates that will be crucial in Saturday’s election result.
“The change in Coalition spending on YouTube is significant. After consistently spending more than Labor, the final week sees them trailing Labor by 30%, with most of their spend coming from state branch accounts, including Liberal Party Victoria, Nationals WA, and Country Liberal Party NT.”
Elsewhere, the Greens are still focusing on supporting their currently held seats, especially Brisbane, Griffith and Ryan. But Adgile is also tracking a lot of Greens advertising in Labor and Liberal held seats.
“With the Greens, we’re seeing both a defensive and offensive strategy,” said Lohman.
“They are seeking to hold the three seats they have in Brisbane but also reach into Labor heartland especially in inner Melbourne.”
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