With digital ad spending in the 2016 presidential election poised to exceed $1 billion, Twitter is making a push for a bigger slice of the pie than in past election cycles.

More than half of online ad budgets will be spent on social media sites in 2016, research firm Borrell Associates predicted in a recent report. Candidates’ spending choices can vary greatly, but it isn’t uncommon for campaigns to spend 15% to 20% more of their online ad budget on Facebook than on Twitter, according to Jon Massengale, COO of Upstream Communication, a firm advising Gov. Chris Christie’s campaign on digital ad strategy. Twitter’s share is generally far less than the nearly 50% of digital ad dollars that has typically gone to Google and YouTube, Massengale said. With better advertising options for candidates, Twitter is making a bet it can increase its share.

from Forbes – Tech http://ift.tt/1WWmbEB
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