In Argentina, politics has invested so far this year (January 1 to June 12) more than 192 million pesos ($192,990,000) in Google Ads alone, to position the different candidates.
Those who invest the most in Google Ads:
The data shows a very extensive list of advertisers, which finds “Green Consult SRL” in first place with an estimated investment of $26.7M, with the majority of its ads aimed at the pre-candidate Facundo Manes. In second place on the list is “Santa Fe para Todos” with an estimated investment of $15.5M, with most of its ads aimed at the now former candidate Roberto Mirabella, and the launch of his book “Defendamos Santa Fe”. In third place on the list we find “Quarq SAS” with an investment of $14.5M in content linked to Patricia Bullrich and some allies. In fourth place with an investment of $11.8M we find “Petrun” promoting content about the gubernatorial candidate Rolando Figueroa of the province of Neuquén. And in the last place of those that exceed 10 million pesos, more than one million pesos (although the list of advertisers is longer) we see the “National Order Workers’ Party” with an investment of $11.1M aimed at promoting the Left Front and the candidates Gabriel Solano and Romina del Pla.
Until the moment of the analysis, Neuquén was surprisingly the province that accumulated the highest investment, followed by Buenos Aires and Santa Fe, almost at the same level. The province of Córdoba and the city of Buenos Aires complete the list, along with the province of Tucumán.
Things are getting hot:
The beginning of the year did not show great movements: January, February and March barely exceed three million pesos accumulated in the country. Candidates and their advisors assume that voters do not need to know their chosen ones that long beforehand, and that it is better for them to remember them when they go to vote. On the other hand, many of the pre-candidates had not yet defined their participation until recently.
Although April started the same, by the end of the month, the large amounts that remained during May appeared. During June they continue to grow and we hope that the trend will accentuate as we approach the national elections.
As for the advertisements, almost 75% of them are of the “video” type: animated elaborations of moving images or of the protagonists speaking directly to the camera. The rest of the contents are images that in most cases consist of the name of the candidate, his photo and the logos of the parties that support him. In some cases a phrase appears related to a prominent proposal or statement. There isn’t much more to explore in this regard. It is not a space where we recommend diving in search of creativity.
Below is a snapshot as a list of some of the most viewed ads this season:
The contest promises even more cards on the table for the coming months. Google Ads is an economical and simple way to “impact” the target audience to position candidates in a short time. From now on, from Digital JUMP, we will continue to share the news in this regard.
The information comes from Google’s new “Ads Transparency Center”, and is public for anyone who wants to consult it on https://adstransparency.google.com/. Google forces advertisers to verify their identities to be able to advertise and in the case of political ads it shares the data publicly.
Google Ads: The Platform:
Google Ads is Google’s advertising platform, through which it is possible to advertise brands, services and products efficiently and effectively. Google Ads Search allows you to invest to appear in Google search results, while Google Ads Display allows you to reach users in certain segments with graphic ads during their browsing. At Digital JUMP we are certified Google Ads Partners and we know how to promote products or services in this tool. If you have any questions, do not hesitate to contact us.