Labor outspends Liberals on social media ad blast, as both sides go negative | LisaVisentin
Labor is using the final days of the campaign to blast Facebook and Instagram with negative ads attacking Scott Morrison’s character, as part of a digital strategy that has poured vastly more dollars into its online campaign than the Coalition.
By comparison, the Liberal Party has spent just $270,000 through its central social media accounts over the past 30 days, of which about $126,000 was spent in the seven days to May 14 - the second last week of the campaign. “The various Labor funding entities have really spent a lot of money. If you compare that spend with the Liberal Party state divisions, as well as just the central Liberal campaign, Labor is spending in the order of three or four to one.”A key conclusion of Labor’s internal 2019 election post-mortem was the party had been out-gunned by the Coalition online, despite a 160 per cent increase in its digital advertising budget compared with its 2016 campaign.
Marketing strategist Toby Ralph, who worked on John Howard’s election campaigns, said voters could expect to be deluged with last-minute scare ads in the final run to polling day.
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