digital ad content

Our knowledge of the content of digital political advertising is thin. When
researchers examine digital campaign content, they typically examine free
content such as posts on a campaign’s Facebook page (e.g., Borah 2016),
tweets made by a candidate (e.g., Conway, Kenski, and Wang 2015), or
campaign videos posted on YouTube (e.g., Ridout et al. 2015). We are aware
of only one published study (Ballard, Hillygus, and Konitzer 2016) that focuses
on the content of paid online advertising, but this research does reveal
something important: The goals of digital ads are much more varied than the
goals of televised political advertising.
Social_Media_and_Democracy