Political Party Ad Tracker — December 18, 2017

The Liberals were victorious in last week’s battleground by-elections. Their strong Facebook ad game helped bring them across the finish line.

Now here we are a week later with no by-elections upcoming. Where are the political parties focusing their post by-election efforts?

Check out this week’s edition of the Political Party Ad Tracker to find out:

Liberal Party of Canada

Fresh off an upset by-election victory, the Liberals are turning their attention to out-fundraising the Conservatives, and growing their e-mail list. If online advertising is any indication of fundraising results however, they are falling behind.

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This is the only fundraising ad that has been consistently running throughout the week. It has run in English and French.

The low volume of Liberal ads this week is interesting given they were running 3-4 times more ads over the past few weeks for the by-election.

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The Liberals are still running variations of this ad. It remains unclear what their end goal is here.

Do they actually want to know how Canadians think they’re doing, or are they betting that an offer of feedback will lead to more new e-mail addresses?

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The Liberals are just so inclusive! All it takes is your e-mail.

This is a good ad that capitalizes on the Prime Minister’s personal appeal.

It is smartly run through Trudeau’s own page as opposed to the Liberal Party’s to give the ad a more personal touch.

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You can view all of the active Liberal Party of Canada ads here.

Conservative Party of Canada

The Conservatives had a tough week last week with battleground by-election losses.

The party is looking to recover momentum this week by clobbering the Liberals in fundraising. This quarter ends on December 31st.

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This ad is being run with multiple split-tests. It is aesthetically pleasing and presents compelling reasons to donate.

The Conservatives are hoping these ad tests produce results, because they are running a ton of them. 

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This is another ad running with multiple split-tests.

Emphasizing the safety of donating online could be the Conservatives’ way of making their supporters more comfortable with the idea of donating online to the party.

When supporters are scrolling on Facebook upset with something they read about what Trudeau is doing, they will now know they can instantaneously and safely donate to the Conservatives.  

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The “One-Term Trudeau” tagline has been effective for the Conservatives. It is not surprising that they are now using it to fundraise via social media.

This week’s online onslaught illustrates that the Conservatives are not ready to concede their competitive advantage in fundraising to the Liberals.

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You can view all of the active Conservative Party of Canada ads here.

New Democratic Party

The NDP are running the exact same ads as last week. They focus explicitly on “pension theft.” All ads are being run in both English and French.

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The only new content is this ad on NDP Leader Jagmeet Singh’s page.

This is a strategic ad for the NDP. With a new leader who is largely unknown to Canadians—and a party that needs to grow—this is exactly the kind of ad the NDP should be running.

The ad has a hopeful tone, gives supporters something to believe in, and asks for e-mail addresses which will help grow the party. If the NDP wants any hope in the next election, they need to invest in more ads like this one.

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*You can see Justin Trudeau's ads here. You can see Andrew Scheer’s ads here. You can see Jagmeet Singh’s ads here