In the final stretch of the presidential campaign, both Donald Trump and Kamala Harris are actively targeting undecided voters through social media ads on Facebook and Instagram. An obscure page named 'The Daily Scroll' has emerged as a key player in this digital advertising strategy.
The ads, featuring a logo resembling checkmarks, promote news articles from mainstream sources on various topics such as US inflation, insulin prices, and state abortion bans. Interestingly, these ads are not sponsored by any news outlet but are a product of Harris' presidential campaign, which has allocated significant funds towards social media advertising.
Since the launch of her presidential bid, Harris' campaign has spent over $11 million on Facebook and Instagram ads to boost The Daily Scroll's visibility. This makes it the second highest-spending page on political or social issues ads in the past 90 days, following Harris' main campaign page. Additionally, the campaign invested $900,000 in ads from another news aggregator page called 'Headlines 2024'.
The ads from The Daily Scroll have garnered over 700 million views, with the majority coming from battleground states such as Wisconsin, Michigan, Pennsylvania, Nevada, Arizona, Georgia, and North Carolina. Each ad includes a disclaimer stating it is 'paid for by Harris for President' and complies with Meta's rules for political advertisers.
According to Kevin Munoz, a spokesperson for the Harris campaign, The Daily Scroll and Headlines 2024 are just a fraction of the broader effort to engage undecided voters through various digital strategies. In addition to promoting news stories, the campaign utilizes traditional online display ads and short video clips on platforms like YouTube to target voters.
