Kamala Harris Launches Massive Digital Ad Campaign, Outpacing Trump

Kamala Harris, the Democratic candidate for the U.S. presidency, has made a significant investment in digital advertising, spending more than ten times what her opponent, Donald Trump, has allocated in this area. Since President Joe Biden stepped down from the race on July 21, Harris has poured $57 million into digital ads on platforms like Google and Meta (Facebook, Instagram, and WhatsApp), while Trump has spent only $5.6 million. This disparity underscores a stark contrast in the strategies of the two campaigns as they vie for voter attention and financial support in what is shaping up to be the most expensive presidential race in U.S. history.

The $57 million that Harris has spent on digital ads is part of a broader $139 million investment in digital platforms by the Biden-Harris campaign since the beginning of the year. This is compared to the $22.5 million spent by Trump and the groups supporting his campaign. Harris's digital blitz is designed not only to convey her campaign messages but also to draw in small-dollar donations, which are a critical source of funding for her campaign. This approach has already proven effective, helping Harris to maintain a competitive edge over Trump in recent polls, particularly in key swing states that will be pivotal in the November election.

Harris is also outspending Trump in traditional media. She has committed $286 million to television and radio advertising, compared to Trump’s $187 million. Much of Harris’s advertising budget has been earmarked for October when early voting begins in many battleground states. This heavy investment in traditional media, coupled with her digital strategy, highlights her campaign's comprehensive approach to reaching voters.

The difference in digital spending between Trump’s current campaign and his 2020 run is particularly striking. By this point in the 2020 election cycle, Trump had spent $91 million on online ads. All told, his campaign spent $275 million on digital ads during his 2020 campaign, which ultimately ended in defeat. The sharp drop in digital ad spending this time around has raised eyebrows among political advertising experts, who question whether Trump’s campaign is fully leveraging digital platforms to generate the small-dollar donations that are vital for sustaining a campaign.

One reason for Trump’s reduced digital spending could be his reliance on earned media—publicity gained through news coverage and public appearances—as well as traditional TV ads and in-person organizing. Another factor might be the increasing cost of his legal fees, which have reportedly consumed a significant portion of his campaign budget, leaving less money for advertising. Additionally, changes to Meta's advertising platform have made it less effective for political campaigns, especially in terms of microtargeting and generating donations. Katie Harbath, a tech policy consultant and former Facebook elections director, noted that Facebook ads are not performing as well as they once did in terms of collecting emails or donations, which could be another reason for Trump’s lower digital ad spend.

On the other hand, Harris’s digital ads have been largely focused on soliciting donations, although since August 9, she has also begun running ads about abortion—a key issue for many voters, particularly women. Interestingly, women make up 65% of the audience for Harris’s ads on Meta platforms, compared to 46% for Trump. This demographic focus reflects Harris’s strategy of appealing to female voters, who are expected to play a crucial role in the election.

Beyond traditional and social media, Harris is also leading Trump in spending on digital streaming platforms like Netflix, Hulu, and NBC’s Peacock, as well as on connected TVs such as Roku and Samsung TV. She has spent $56 million on these platforms, nearly double Trump’s $30 million expenditure. This investment in streaming services is part of a broader strategy to reach voters where they consume media, ensuring that her campaign messages are seen by a wide audience.

Despite the growing importance of digital advertising, traditional broadcast TV and radio spots still account for the bulk of campaign expenditures. This is especially true as the election nears, with both campaigns ramping up their ad buys in preparation for the start of early voting. Harris’s campaign has allocated a significant portion of its advertising budget for this period, recognizing the importance of reaching voters who may cast their ballots weeks before Election Day.

In addition to her digital and traditional media strategies, Harris is also leveraging the power of streaming platforms to reach a broader audience. Her campaign’s significant investment in these platforms underscores the growing role of digital media in modern political campaigns. By targeting voters across multiple platforms, Harris is ensuring that her message reaches as many potential voters as possible, while also building a robust financial base for her campaign.

Meanwhile, disclosures from Elon Musk’s X (formerly Twitter) show that Trump and the Republican Party have spent $762,000 and $420,000, respectively, on advertising on the platform this year. Musk has publicly endorsed Trump for the presidency and recently hosted an event with him on X, further boosting Trump’s presence on the platform. However, this spending is still dwarfed by Harris’s overall digital investment, highlighting the different approaches the two campaigns are taking in the digital arena.

As the 2024 election approaches, the contrasting digital strategies of Harris and Trump will continue to shape the race. Harris’s aggressive spending on digital ads reflects her campaign’s commitment to reaching voters wherever they are, while Trump’s more traditional approach, coupled with his reliance on earned media, suggests a different calculation of how to engage with the electorate. In the end, these strategies will play a critical role in determining the outcome of what is expected to be one of the most closely watched and hotly contested elections in U.S. history.