Joe Biden's most recent ad on youtube's home page had a record-breaking 10 million impressions, a first for the Biden campaign. Trump's campaign has similarly purchased screen time on youtube's home page, reserving precious page time in November the day before the election. The ads are on autoplay, making them unavoidable.
This strategy makes sense and will continue to be one of the most important aspects of political ads since youtube is the world's largest search engine. Not only are campaigns investing in home page ads, but they also are flooding youtube videos with their campaign ads as well. Beyond these ads, campaigns are now working with youtube influencers who come with their own user lists ranging from the thousands to the millions. The rise of right-wing bloggers has become so prominent, that they can literally influence an election, and getting their sponsorship, is the most valuable ad there is.
Campaigns are also trying to reach more niche audiences on youtube by placing ads on cooking shows and other non-political content, hoping to reach viewers who would otherwise never see their ads on television or in papers.
However, this ability to influence an audience that may not even realize they are being targeted and influenced has brought scrutiny to youtube, and critics are concerned that the company is not prepared for the election and how users are taking advantage of this.
https://www.nbcnews.com/tech/tech-news/youtube-2020-why-politics-have-exploded-video-platform-n1240160
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