Political Advertising and Data-Driven Campaigning in Australia

Bibliographic Data

ID21225360
AuthorsTravis N Ridout (0000-0003-3268-4358, Washington State University, corresponding author)
Year2024
Volume12
Publication date2024-07-18
Open AccessYes
TypeARTICLE
VenueMedia and Communication (JOURNAL)
Journal identifiersISSN: 2183-2439 • E-ISSN: 2183-2439
PublisherCogitatio (PUBLISHER • PT)
DOI10.17645/mac.8462
OpenAlexW4400782308
LanguageEN
Citations received4
References cited12

There have been breathtaking accounts of the use of data in political campaigns for microtargeting and message testing, among other practices. Most of these examine presidential campaigns in the US. But evidence speaking to the use of data-driven campaigning (DDC) beyond the US is rather thin. Here I examine the use of DDC in Australia, focusing on political advertising specifically. I interview 15 campaign practitioners, asking about several indicators of DDC, including (a) the extent of ad targeting, (b) tailoring of ads to specific audiences, (c) the use of data analytics in ad targeting/tailoring, (d) efforts at online fundraising, and (e) ad testing. I find considerable variation in the use of DDC that stems from differences in resources, different campaign philosophies, and uncertainties about the data. I also find an important role for marketing agencies in supplementing DDC capabilities

Advertising · Business · Media studies · Political advertising · Political economy · Political science · Politics · Sociology · Electoral Systems and Political Participation · Law · Political Influence and Corporate Strategies · Social Media and Politics

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