Display ads are also often significantly less expensive than Facebook ads, allowing campaigns to increase reach for awareness and name ID efforts. Depending on your audience size and how many others are targeting that same voter segment, Facebook can become a pretty pricey option. Using display ads, your ad can be in front of more eyeballs for the same price as Facebook.
And that’s not the biggest benefit. Those who are reading local news sites are also more likely to be voters. This makes display ads critical, especially for down-ballot campaigns, as smaller news outlets are significantly less expensive to advertise with than nationwide names like the Huffington Post.
You might be concerned about click-through rates and conversions, which is understandable — but the benchmark is transforming now that Facebook and Google may ban political ads forever. Digital politicos know that the rules are always changing and we should all be keeping an eye out for what the commercial advertising world is doing. Opportunities abound and SpeakEasy is always adding new display ad templates that compel voters to click and start their conversion and voting journey.
While Facebook and Google are still steering away from political ads, remember there’s more than one way to reach users. The impressions that you get via display ads embedded in the news are likely to be the most valuable to your campaign’s effort.