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Cost Per Canadian for July 11th
🚫 🍺 The real buck-a-beer was the friends we made along the way
Frazer Black
July 11, 2024
Cost Per Canadian for July 11th
Presented by Point Blank
The heat waves have heralded a general decrease in ad spending by the biggest players in the political ads space, with only ~$127,000 spent this week compared to the more than $200k spent at the same time two months ago.
In this week’s edition of Cost Per Canadian, we share our work helping Ontario workers fight against Ford’s dry summer, look at a brand new awareness ad running on Jagmeet Singh’s page and bash our heads against the crypto-scam-ads brick wall.
Frazer, Digital Director. Point Blank
Seven-Day Ad Spend
(29th June - 5th July)
Page | Spend | Affiliation |
|---|---|---|
$22,778 | ||
$16,050 | ||
Crypto scam account | $14,319 | |
$12,644 | 🇨🇦 CA CPC | |
$10,817 | ||
$10,697 | ||
$10,654 | ||
$10,200 | ||
$9,828 | 🇨🇦 CA BC GOVT | |
$9,534 |
Seven-Day Ad Spend By Federal Party
(29th June - 5th July)
Party | Spend |
|---|---|
🔵 Conservative Party of Canada Including spend by the leader. | $19,641 Down 20% |
🔴 Liberal Party of Canada Including spend by the leader. | $2,999 Down 8% |
🟠 New Democratic Party of Canada Including spend by the leader. | $4,542 Up 192% |
🟢 Green Party of Canada Including spend by the leader. | $0.00 No change |
Noted:
One of a series of ads for OPSEU calling out the Ford government.
The campaign for Ontario Public Service Employees Union (OPSEU) workers entered a new phase last weekend as members went on legal strike and mobilized to the picket lines. As the agency representing OPSEU in its fight against Ford’s dry summer, we’ve been working hard to get the message out on their behalf.
We've been working to remind people how crucial the LCBO is to funding public services for months, and now we've kicked this campaign into high gear following a period of message testing with people across Ontario.
We're running new ads on TikTok, Meta, Programmatic, Connected TV, Digital Out of Home, streaming television, and radio/podcasts with some unique targeting near picket locations and PC-swing ridings. A massive lift for our team to execute in two weeks.
People aren't buying Ford's spin, he's lost public trust. And we aren't going to let up until he's out of office.
A new leader awareness ad by Jagmeet Singh. Click through to watch.
After having laid dormant since April 2022, Jagmeet Singh’s page launched new ads on the 5th. Visually, the ads look surprisingly similar to recent walk-and-talk ads that we’ve seen recently from the Conservative Party.
Postal Code regions targeted by the Federal NDP
These ads use postal code targeting to reach specific ridings across the country. This has, until fairly recently, been a solid strategy; however, it has become significantly less reliable over the last twelve months since Meta depreciated the ability to target “people who live in this area” and replaced it with “anyone who has recently been in this area.“ The change means that for inner-city ridings or ridings in popular destinations, visitors will accidentally end up in the audience pool. The party has also layered in some demographic targeting, running the ads to Canadians between the ages of 18 and 45, aligning with the traditional “young people vote for the NDP“ strategy.
Another in a long line of obvious scam ads that Canadians are exposed to.
Meta’s automated content approval system was asleep at the wheel last week. They’ve been playing whack-a-mole with crypto scam ads targeting impressionable Canadians for months, but this one seems to have fallen through the cracks. This ad, featuring fairly convincing sound and video of the Prime Minister, was seen more than 200,000 times before it was finally taken down, making it one of the highest spenders for this week.
Despite this being an ongoing issue in Canada for Meta, they seem unwilling or unable to respond. It may take legislative action before we see any change in this response.
The digital advertising landscape in 2024 is so precisely targeted that for many people, it’s impossible to know which ads your neighbours, friends and family are being influenced by. We track the biggest spenders and hig-profile campaigns every week on Meta, keeping you in the loop with what the rest of Canada is seeing.
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