Political Party Ad Tracker — February 12, 2018

The Liberal and Conservative ad machines are firing on all cylinders this week. The NDP ad machine isn’t.

Check out our Political Party Ad Tracker to see how the online landscape is unfolding this week!

Liberal Party of Canada

The Liberals are focusing on all the same subjects as last week, but are expanding the volume and variation of ads being run.

Here are the topics of Liberal advertising online:

  1. Party convention
  2. Budget consultations
  3. New e-mail signups


The Liberals love alternating through their favourite images of the Prime Minister.

This is the same image used in the budget consultation ads.


The Liberals have been running split-tests of the same ad with multiple aesthetically pleasing images for the past few weeks.

This week, the Liberals are running time-specific ads aimed at maximizing the number of convention registrants.

This ad was run Saturday night.


This ad started running Sunday and will presumably run until the 16th.

The Liberals are smartly creating a sense of urgency around registering for their convention.

We expect this strategy will pay off.


See? Same image as above.

It will be interesting to see how long the Liberals run these consultation ads and continue to walk the line between political and permanent government.


You can view all of the active Liberal Party of Canada ads here.

Conservative Party of Canada

The Conservative game plan has also been consistent: 1) attack Trudeau on ethics violations and 2) get money.  

Another constant in the Conservative game plan lately has been to continuously increase the volume of ads run to expand reach.


The Conservatives are not letting the Prime Minister forget about his private island vacation with the Aga Khan.

In fact, they are ramping up a campaign calling on Trudeau to pay back the costs associated with the vacation. 


These split-tested ads will stand out in a newsfeed.

They are part of the broader ethics narrative that the Conservatives are building.

Will these ads be successful in capturing new e-mail addresses?

Depends on the salience of the issue to voters.


3 in a row! This straightforward ad is quickly becoming a Conservative staple.

Again, sometimes people just need to be reminded that they want to give you money. Especially if they think the government lacks common sense and you have it.


Here is an interesting outlier.

This key issue ad, run in Vietnamese, implores Vietnamese Canadians to tell Justin Trudeau that they don’t like ISIS terrorists.

The Conservatives have determined that terrorism is a key issue in the Vietnamese community, and this ad is clearly targeted to them.

Note: this is only the second language (other than English or French) that we have seen used by a political party since the advent of the tracker.


You can view all of the active Conservative Party of Canada ads here.

New Democratic Party

While Liberal and Conservative ads are steamrolling the online political market, the NDP has reduced the number of ads they are running.

Not only are they running less ads, but the ads they are running do not provide them with an adequate ROI.


You are either attending the NDP convention or you aren’t. If you are, you probably already know about the events happening there. You did spend money on it after all.

What value does the NDP get out of running this ad?

Attendees might be a little more excited. But that doesn’t get you e-mails, donations, or volunteers.


Same problem here as above.

If you are attending the convention, you probably already know who is speaking at it.

The NDP would have been much better off running ads introducing their new leader to Canadians, and accumulating the e-mail addresses of supporters.


You can view all of the active NDP ads here

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*You can see Justin Trudeau's ads here. You can see Andrew Scheer’s ads here. You can see Jagmeet Singh’s ads here.

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