Political advertising sites are widely used by Australian businesses to boost their brands and influence the political debate, but it’s often a controversial practice.
According to a recent report from political advertising company TheAdvertising Alliance, more than half of all political advertising is delivered via automated scripts.
Many political ads are sent via email, text and social media.
TheAdvertiser’s Mark Condon says it’s not all bad news, however.
“Political advertising websites are widely accessible to anyone, anywhere, with a mobile or broadband connection,” he said.
“Some of these are particularly popular amongst young people and young families, with targeted campaigns tailored to their age, preferences and interests.
He said political advertising could also be more effective if it was paid for by the user rather than a third party.
This report found that only around 8% of Australia’s political advertising users are paid for their work.
However, TheAdvertisers research found that political advertising companies paid for more than $1.2 billion worth of political ads through third parties last year.
Some sites are already offering a payment model that’s similar to advertising, with TheAdsAds.com saying it is currently testing a new payment model for political advertising.
Another political advertising firm, Ipsos-Mori, said it had also launched an advertising model that offers users free access to its website to engage with political advertisements.
It says it aims to build a free, ad-free platform for political advertisements, while offering advertisers a range of other options including advertising through Facebook.
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