Labor, the Liberals, and the Greens are in a heated tussle for voters’ attention. The battleground? Online platforms like YouTube, where political advertising has surged by a whopping 40% during the first half of the 2025 election campaign.
It seems that traditional television ads are no longer the sole arena for political parties to flex their financial muscles. In this digital age, reaching voters through online channels has become paramount. While Labor leads in TV ad spending with $5.8m, Clive Palmer’s Trumpet of Patriots is making waves on YouTube with an eye-popping expenditure exceeding $4m.
Clive Palmer’s Unconventional Strategy
Palmer’s approach is as bold as his personality – he’s not holding back when it comes to capturing viewers’ attention on YouTube. With a budget of $5.6m for traditional TV advertisements and a clear focus on broad audience appeal, Palmer is shaking up the digital campaign landscape.
Expert insight from Shaun Lohman at Adgile sheds light on this evolving battleground: “This time round we are seeing a four-way battle between Labor, Liberals, Greens and Trumpet of Patriots for dominance on the platform.”
The Rise of YouTube Political Ads
YouTube has emerged as a key battlefield for political parties due to its cost-effective nature and ability to target specific demographics effectively. The numbers speak volumes – Labor has rolled out 266 unique YouTube ads compared to the Liberal Party’s 251 variations.
Lohman predicts an intriguing turn as the campaign progresses: “At present, Labor is outspending the Coalition in total, but the Coalition is spending more on YouTube… they may be holding back money for the final week of the campaign.”
On social media platforms like Facebook and Instagram, Labor maintains its lead by investing heavily in campaigns post-election announcement. Their nearly $700k expenditure dwarfs that of their opponents.
Rise of Digital Video Advertising
Digital video advertising now commands around 40% of total TV ad budgets according to Lohman: “The parties are really homing in on digital video’s ability to geo-target and send different messages to voters in different electorates.”
Interestingly, while traditional media faces blackout rules leading up to elections or referendums, online channels remain free from such restrictions. This favorable environment might see online platforms trumping TV in terms of political ad spending.
TikTok also emerges as a critical player in engaging younger audiences with Prime Minister leading in audience engagement metrics according to influencer marketing platform Fabulate.
As Australia hurtles towards election day amidst this dynamic advertising landscape one thing remains certain – political campaigning has truly entered into uncharted digital territories!
