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- Cost Per Canadian for June 12th
Cost Per Canadian for June 12th
People who like Kid Rock, Rupert Murdoch and Duck Dynasty
Frazer Black
June 12, 2024
Cost Per Canadian for June 12th
Presented by Point Blank
In the last seven days, the top ten political advertisers spent $145,330 in Canada. This week, we’re covering another new ad by the Conservative Party of Canada, US Politics bleeding across the border, and a resurgence of crypto scams using the Prime Minister’s voice.
Frazer, Digital Director. Point Blank
Seven-Day Ad Spend
(31st May - 6th June)
Page | Spend | Affiliation |
|---|---|---|
$22,591 | ||
$20,289 | ||
$18,669 | 🇨🇦 CA CPC | |
$18,612 | ||
$13,984 | 🇨🇦 CA ON OPC | |
$13,699 | 🇨🇦 CA AB GOVT | |
$11,788 | ||
$9,168 | ||
$8,648 | ||
$7,882 |
Seven-Day Ad Spend By Federal Party
(31st May - 6th June)
Party | Spend |
|---|---|
Conservative Party of Canada Including spend by the leader. | $25,625 Down 25% |
Liberal Party of Canada Including spend by the leader. | $5,141 Up 36% |
New Democratic Party of Canada Including spend by the leader. | $3,275 Up 31% |
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Noted:
A screengrab from a bleak new Conservative Party of Canada ad.
The Conservative Party of Canada has launched a new ad targeting Justin Trudeau, focusing on the issue of rising homelessness. The ad features an audio clip of Trudeau from before he was elected, saying, "It's time for a change in this country, my friends, a real change." This phrase is repeated over images of towns and cities showing homelessness encampments from 2023, contrasting them with photos from before his tenure.
The ad's dystopian and bleak tone is striking and could easily be used as the opening to a film. I’d encourage you to watch the ad first and then the opening scene from Civil War (2024) to illustrate what I mean, particularly with the “Hell in Canada“ text that the party is running alongside it.
The thumb-stopping power of this creative is the fact that it doesn't look like a typical ad. It taps into an intrinsic truth that audiences see ads as interruptions to the content they want to consume - even if those ads tackle issues that are important to them. Impactful advertising looks to what people want to watch and then makes ads that interrupt with interest.
Ads from the Centre for US Voters Abroad running in Canada and elsewhere.
Democratic group “Centre for US Voters Abroad“ has spent ~$60k in the last seven days encouraging Americans internationally to request their ballots ahead of their upcoming election. The ads are running in Canada, the United Kingdom, Mexico, and Japan and though the ad pictured above doesn’t suggest that the group leans in a particular direction, some previous ads that they’ve run attacking Trump and their specific exclusion targets give their allegiance away.
Exclude people interested in:
Kid Rock Roseanne Barr Barstool Sports Ted Nugent Hunting | Joe Rogan Duck Dynasty Larry the Cable Guy Dave Ramsey | Elon Musk Clint Eastwood Rupert Murdoch Chuck Norris |
This ad targeting is a clever, albeit imperfect, way to add a political skew to their ad run, as a way to get around Meta's political targeting restrictions. That's been a challenge for many political advertisers, which is why we are moving moreso towards first party data sources and/or demand-side platforms where the targeting options are much more precise.
Crypto scam ads using an AI soundalike of Justin Trudeau.
After a brief break, the crypto scam ads are back. They spent more than $14,000 in the last seven days on ads like this that hook Canadians in with the promise of easy returns through “investments.” The ads have been so prevalent that the Prime Minister briefly mentioned them on a recent Hard Fork podcast episode.
Though the ads never last very long before they’re taken down by Meta, they are up for long enough to reach a significant number of Canadians.
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 high-profile campaigns every week on Meta, keeping you in the loop with what the rest of Canada is seeing.
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