Facebook into United States presidential election winners: Super Google-advertising revenue Facebo, Google, United States Presidents-IT information

Citigroup expects advertisers in political ad spending on Facebook this year is likely to exceed Google, so that historical pattern has reversed. Considering that search advertising is still attracting interest to the donors, volunteers, strong channel, Facebook this achievement should not be underestimated.

This reflects Facebook's massive coverage, and it has the advantage of providing tools for advertisers. Facebook tool can help advertisers lock continuous refinement of its user base. Trying to get supporters to the polls and change the voters campaign, this "micro-targeting" (micro-target) are a godsend. As with traditional advertising, it is now unprecedented scale and accuracy appear in political ads.

Even thought the data was "overstated" trump into a political tool of the Republican presidential candidate, seemed to realize the importance of accurate advertising. Trump campaign team Director of digital technology, digital advertising company bulaide·pasikaer, President of Giles-Parscale (Brad Parscale) that one day in August, his campaign's ads to Facebook users covering 100,000 different pages, each page is specific for different classes of voters. Clinton campaign officials said the former United States Secretary of State's campaign has adopted a similar strategy.

Precision advertising

Research WINS policy reporter Sasha·yisenboge (Sasha Issenberg) that, in the ideal case, the campaign team will investigate United States that each voter, and then develop strategies to convince potential supporters and swing voters for their votes. In the real world, campaign team do not meet this accurate, but close.

Data Sciences Cambridge Analytica is currently working with Trump campaign, the company specializes in research on voters minds. Previously, Cambridge Analytica in the Republican presidential primary process and Taide·keluzi (Ted Cruz). The company's chief digital officer yalishanda·taile (Alexander Tayler) that the company has a 220 million United States adult database, each with 4000 to 5,000 data points. Cambridge Analytica this database and other massive amounts of data can be connected together, from voter registration records to database of shopping patterns, gun ownership, and so on.

Facebook has developed a similar tool, accessible to advertisers using the credit card data of any user. Facebook plays in influencing voters and political intentions have been widely discussed, but its growing advertising medium and appear to have been ignored.

Analyst at consulting firm Borrell Associates expects each election cycle of digital ad spending will reach about $ 1 billion. Kantar campaign media analysis group, a research firm expects each election cycle ad spending will reach $ 4.4 billion. While digital advertising in the election cycle spending far less than TV advertising, but since 2012 has increased by more than twice times.

Isenberg said the value of targeted advertising is to make campaign spending more efficient. If Hillary's digital advertising budget of 100 million dollars, effective targeted advertising could allow her to save $ 10 million to do other things, make a great deal of time for volunteers and campaign workers. In a close campaign, this small improvement will help candidates won thousands of votes in key States, affect the election results.

Facebook成美国总统选举大赢家：部分广告收入超谷歌 - Facebo,谷歌,美国总统 - IT资讯

花旗集团预计，广告商今年在Facebook上的政治广告支出可能将超过谷歌，令历史模式发生反转。考虑到搜索广告依旧是吸引有意向捐款人、志愿者的强大渠道，Facebook的这一成就不容小觑。

这体现出了Facebook的庞大覆盖面以及它为广告商所提供工具的优势。Facebook的工具可以协助广告商锁定不断细化的用户群。对于努力让支持者参与投票，改变选民想法的竞选活动来说，这种“微目标锁定”(micro-target)能力可谓是天赐之物。和传统广告一样，它现在正以前所未有的规模和精度出现在政治广告中。

即便是曾经认为数据被“夸大”成政治工具的共和党总统候选人特朗普，似乎也意识到了精准投放广告的重要性。特朗普竞选委员会数字技术团队总监、数字广告公司Giles-Parscale总裁布莱德·帕斯卡尔(Brad Parscale)表示，8月的一天，他的竞选团队向Facebook用户投放的广告覆盖了10万个不同页面，每一个页面具体针对不同类别选民。希拉里竞选团队官员称，这位前美国国务卿的竞选活动也采取了类似策略。

精准广告投放

研究过胜选策略的记者萨沙·伊森伯格(Sasha Issenberg)表示，在理想情况下，竞选团队将会调查美国的每一位选民，然后制定策略说服有意向的支持者和摇摆选民为其投票。在现实世界中，竞选团队达不到这种精准，但很接近。

数据科学公司Cambridge Analytica目前正与特朗普竞选团队合作，该公司擅长研究选民心理活动。此前，Cambridge Analytica在共和党总统候选人初选过程中与泰德·克鲁兹(Ted Cruz)合作。该公司首席数字官亚历山大·泰勒(Alexander Tayler)表示，公司拥有一个2.2亿美国成年人的数据库，每个人拥有4000到5000个数据点。Cambridge Analytica可以将这一数据库与其它海量数据连接在一起，从选民注册记录到购物模式数据库、枪支拥有情况等。

Facebook已经开发了类似工具，可供广告商访问使用过信用卡的任何用户的数据。Facebook在影响选民政治意向中所发挥的作用已经被广泛讨论过，但是它不断增强的广告媒介作用似乎被忽视。

咨询公司Borrell Associates分析师预计，每个选举周期的数字广告支出将达到大约10亿美元。研究公司Kantar竞选媒体和分析集团预计，每个选举周期的电视广告支出将达到44亿美元。尽管选举周期中的数字广告支出远低于电视广告，但是自2012年以来已经增长了两倍以上。

伊森伯格称，目标广告的价值在于让竞选支出更加高效。如果希拉里的数字广告预算为1亿美元，高效的目标广告能让她节省出1000万美元做其它事情，为志愿者和竞选人员腾出大量时间。在胶着的竞选活动中，这一小小的改进可能就会帮助候选人赢得关键州的几千选票，影响大选结果。