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Elections Canada ditches print ads in favour of digital and social media for election outreach
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Elections Canada ditches print ads in favour of digital and social media for election outreach

Written by
Charlie Pinkerton
Published by
iPolitics
on
August 7th, 2019

Elections Canada is planning on using $3.9 million of its $12.3 million “media placement budget” to advertise on digital platforms to help inform Canadians about how to vote in the fall’s election.

Elections Canada will rely on online platforms like social media to reach voters, devoting almost twice-as-large of an advertising budget for digital outlets in the upcoming election compared to the last, as it abandons print ads as its top way of reaching voters.

The agency responsible for the federal election is planning on using $3.9 million of its $12.3 million “media placement budget” to advertise on digital platforms to help inform Canadians about how to vote in the fall’s election. Its digital advertising budget is more than twice the amount — $1.9 million — and similarly close to double the percentage (17 per cent) of what it spent on digital advertisements in the 2015 election, when ads for what it calls its “Voter Information Campaign” cost $11.3 million in total.

The agency’s budget for advertising on social media, which is included in its larger budget for digital platforms, is more than double what it spent during the last election.

It plans to spend $1.1 million on advertisements on platforms like Twitter and Facebook. It paid for $400,000 worth of social media advertisements in 2015. Elections Canada has budgeted $2.8 million for other web-based ads in this election. It spent $1.5 million on non-social media online ads in the last election.

To rely on social media and other digital platforms more, Elections Canada has shrunk its print advertising budget to less than half of what it spent advertising in newspapers and magazines in the last election. In 2015, print advertising was Elections Canada’s top outlet for advertising. It spent $3.3 million (29 per cent) of its advertising expenditures on print ads in 2015 and only plans to spend about $1.5 million (12 per cent) of i

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Elections Canada ditches print ads in favour of digital and social media for election outreach

Elections Canada is planning on using $3.9 million of its $12.3 million “media placement budget” to advertise on digital platforms to help inform Canadians about how to vote in the fall’s election.

By Charlie Pinkerton. Published on Aug 7, 2019

ts total advertising budget on print ads in the upcoming election.

Elections Canada will also spend significantly more on ads in public spaces — like billboards, digital screens and bus shelters, which it calls “out of home” advertisements — in the 2019 election, having allocated 17 per cent of its advertising budget for those types of ads. Only 11 per cent of its advertising expenditures were spent on out of home ads in the 2015 election.

The agency plans to spend similar portions of its budget on television (21 per cent) and radio (18 per cent) ads in the upcoming election, as they did in 2015 (22 per cent on TV and 21 per cent on radio, respectively).

Elections Canada had planned to use online influencers, including Olympians, YouTubers and musicians, in a video advertising campaign. Those videos had a budget of $650,000 — which according to Global News, the agency paid out about half of — before cancelling the plans after a final round of vetting deemed that some of the influencers’ past online posts were too partisan to be appropriate spokespeople for the independent election agency.

Elections Canada uses ads to share information about where and when to register and vote in an election.

© iPolitics

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