I buy political ads. Probably spent low middle double digit millions over last 10 years.

Facebook has the best direct response ROI (e.g. a donation, a volunteer, a tracked conversion to voting).

I used to be able to get > 100% ROI immediately but with iOS changes it's becoming hard to impossible. I think FB will become more of a brand ad and loose a lot of app install or direct to consumer business.

Those are what most people consider relevant, for instance i get a ton of athletic shorts ads after I hover on one (usually because they use sexy images lol...).

Google has great DR ROI for search, though if your website is already #1 is that valuable? Big brands have to pay so their competitor doesn't get the slot though.

Google video, e.g. YouTube is very high quality and low CPMs compared to say Hulu and FB video 'view optimization' sucks like they count a 3 second scroll pass and the total complete watch % are absolutely tiny.

If you spend big (like 10k a day i think) you can access google's surveys which show a good amount of recall.

I've done my own surveys I built mobile survey interstitials and retarget people who watched video ads. Generally see a few point % bump in head to head voting (e.g. vote candidate X over Y) and actually a really high amount of recall candidate names with very few picking the fake spoiler. Again though with iOS this becomes hard/impossible.

Stories ads are valuable to me I love a digital native ad that fits the format.

Open market RTB video is mostly shit. Unless you do a kind of hybrid called a private marketplace deal (and a lot of other acronym buzz stuff) which gets you the high quality inventory but it's just an easier way instead of reaching out to each of the sites individually. Most websites are either auto spam content generation or layer so many auto play videos with sound off you're just wasting money. And they can lie in their bid saying it's a large size or audio on. Have to then spend $ and time on fraud prevention.

Open market desktop display ads (banners) are scraping shit off the floor usually IMHO. And then open market stuff like Taboola or when a website puts a link farm at bottom of page are like rectum licking in the scale of quality, to extend this gross metaphor.

Snap/twitter are interesting but haven't provided a ton of audience/value for me in my campaign audiences. Twitter is cool like targeting specific handles - havent done it in a while maybe not able to anymore with iOS idk. Snap is cool to try and get younger people IMHO.

Mobile interstitials can be valuable. I've built fun 'playable' interactive ads but I don't know of any other campaign or political vendor who has done something that is truly mobile native. They mostly just have static banners.

examples for game install ads they show previews that are playable. I like to think of interactivity that works on mobile to pull a voter into the ad experience. Twitter is selling mopub maybe? That's a higher quality network for this inventory.

Connected TV is great (a bunch of acronyms and definitions/sources, but basically anything steaming to a tv). Though it's insanely expensive during the election because all the TV buyers are fighting to buck viewership trends and selling campaigns equivalency - which is fairly valuable.

all the other corporations in the world are spending more on digital as broadcast TV dies but the incumbents in the political space have too much power and money at stake to follow the eyeballs. Most only spend like 15% on digital which is INSANE to me. A 'good' campaign i've never seen spend more than like 35%... IDK maybe bloomberg got to over 50% which is where it should be if you includ CTV.

TV people usually win because historically the TV vendor is the main consultant of a campaign setting message and direction.

Instead of a digital firm buying/owning as a whole package which I think makes more sense.