Montenegrin presidential election 2023

How do political campaigns target voters?

Methodology

In collaboration with Who Targets Me, we monitored over 80 Montenegrin political advertisers during the 2023 Presidential Election to better understand how campaigns use different targeting methods made available by Meta. To do this, we used data from the Meta Ad Library, using the new ‘Audience’ data which gives some detail on how pages target their ads.

To better understand the election, we kept only advertisers who:

  1. Advertised in the last 7 days (Mar 13th - Mar 19th 2023)
  2. Advertised in the last 30 days (Feb 18th - Mar 19th 2023)

Note: Meta only provides 7, 30 and 90 days windows for the targeting data in their Ad Library. Meta’s data also lags by a few days. We will update this report as soon as new data is available.

Topline Statistics

Daily Spend

Feb 18th - Mar 19th 2023 (Last 30 days)

In total, political parties spend €46,835 and ran 652 ad copies on Meta in this timeframe.

Number of Advertisers Top Spenders Number of Ads Total Spend

DCG

7


1. Aleksa Becic - Demokrate - Demokratska Crna Gora (€11,007)
2. Demokrate Danilovgrad (€100)
3. Aleksa Becic (€100)

107

€11,607

DF

3


1. Андрија Мандић - Andrija Mandić (€9,047)
2. Ne damo Nikšić - Не дамо Никшић (€100)
3. Pokret za Promjene (€100)

110

€9,247

DPS

1


1. Milo Đukanović (€9,098)

150

€9,098

ES!

5


1. Jakov Milatović (€5,370)
2. Pokret Evropa sad (€1,323)
3. Milojko Spajić (€1,142)

64

€8,035

SDP

5


1. Draginja Vuksanović (€4,727)
2. Raško Konjević (€145)
3. Nikola Đurašković (€100)

111

€5,172

UCG

1


1. Ujedinjena Crna Gora - Zvanična stranica (€1,964)

47

€1,964

URA

4


1. Građanski pokret URA (€621)
2. Dritan Abazović (€319)
3. Omer Bajraktari (€100)

34

€1,140

SNP

1


1. SNP CG - Socijalistička narodna partija Crne Gore (€270)

9

€270

SD

2


1. Damir Šehović (€100)
2. Socijaldemokrate Crne Gore (€100)

9

€200

Demos

1


1. DEMOS - Miodrag Lekić (€102)

11

€102

Mar 13th - Mar 19th 2023 (Last 7 days)

In total, political parties spend €23,341 and ran 324 ad copies on Meta in this timeframe.

Number of Advertisers Top Spenders Number of Ads Total Spend

DCG

6


1. Aleksa Becic - Demokrate - Demokratska Crna Gora (€6,022)
2. Demokrate Danilovgrad (€100)
3. Stevan Katić - Demokrate Herceg Novi (€100)

44

€6,522

ES!

2


1. Jakov Milatović (€4,415)
2. Pokret Evropa sad (€900)

46

€5,315

SDP

2


1. Draginja Vuksanović (€3,250)
2. Raško Konjević (€100)

47

€3,350

DPS

1


1. Milo Đukanović (€3,229)

99

€3,229

DF

1


1. Андрија Мандић - Andrija Mandić (€3,009)

61

€3,009

UCG

1


1. Ujedinjena Crna Gora - Zvanična stranica (€1,042)

9

€1,042

URA

4


1. Građanski pokret URA (€114)
2. Omer Bajraktari (€100)
3. Dritan Abazović (€100)

7

€414

SD

2


1. Damir Šehović (€100)
2. Socijaldemokrate Crne Gore (€100)

3

€200

SNP

1


1. SNP CG - Socijalistička narodna partija Crne Gore (€160)

5

€160

Demos

1


1. DEMOS - Miodrag Lekić (€100)

3

€100

Spending per Targeting Criteria

How much did campaigns spend on different targeting methods?

Feb 18th - Mar 19th 2023 (Last 30 days)

Overall

By Party

Mar 13th - Mar 19th 2023 (Last 7 days)

Overall

By Party

Top Targeted Audiences

Here, we show the top targeted audiences for each party (ranked by amount of Euro spend). Most (but not all) of these audiences are “interest” audiences, i.e. the parties targeted people interested in “Books” or “Politics”.

Feb 18th - Mar 19th 2023 (Last 30 days)

Mar 13th - Mar 19th 2023 (Last 7 days)

Top Contested Audiences

Here, we show the top most contested audiences, i.e. where all parties have spent considerable amounts of money competing to reach voters with the same interests. Most (but not all) of these audiences are “interest” audiences, i.e. the parties targeted people interested in “Books” or “Politics”. In each row on the right hand side, you can see how much in total was spend on that specific target audience.

Feb 18th - Mar 19th 2023 (Last 30 days)

Mar 13th - Mar 19th 2023 (Last 7 days)

Geo Targeting

Feb 18th - Mar 19th 2023 (Last 30 days)

Regions

Cities

Age Targeting

Feb 18th - Mar 19th 2023 (Last 30 days)

Mar 13th - Mar 19th 2023 (Last 7 days)

Gender Targeting

Feb 18th - Mar 19th 2023 (Last 30 days)

Mar 13th - Mar 19th 2023 (Last 7 days)

Job Targeting

Feb 18th - Mar 19th 2023 (Last 30 days)

Mar 13th - Mar 19th 2023 (Last 7 days)