Jeb Bush blew all his campaign cash on TV. Hillary Clinton will drop a lot on Facebook ads. And Donald Trump, well, his ad spending strategy is anyone’s guess.
As the 2016 Presidential race kicks into overdrive, a bonanza of ad dollars will rain down on TV stations and, for the first time, on digital platforms too. According to a widely-cited report from Borrell Associates, political campaigns will spend over $1 billion on digital advertising compared to just a relative trickle in 2012.
But where will this money go? Media analysts told Fortune it will go to digital display ads, and they expect two companies—Facebook and Google—will get the lion’s share of the money. According to Steve Passwaiter of CMAG, others digital darlings like Snapchat and Twitter
are angling for campaign cash as well, but candidates are unlikely to drop any serious cash on them this election cycle.
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