Campaign advertising in the Valencian Community leans on data and traditional media
The forthcoming 28M elections in the Valencian Community are shaping up to be defined by how parties use data and algorithms. Political outfits are betting heavily on programmatic advertising and social networks tailored to individual digital users, while traditional channels like billboards and transit advertising still hold substantial sway. Observers consulted for this article note that some formations are notably adept at spreading their ideas through new media. Among them, Compromís and Vox stand out for leveraging these tools more effectively than long-established groups like PSPV-PSOE or PP (Source: Campaign Insights Panel).
For the campaign, the Socialists report that they have shifted toward more traditional media alongside a stronger entry into social networks. They emphasize changing channels to reach citizens where they consume information, noting a move away from the strategies of the previous year as they intensify activity on digital platforms and social networks. The aim is to segment messages and boost overall presence in the digital space (Insight from Party Communications Team).
Likewise, Valencian socialists explain that outdoor advertising remains part of the mix and argue that remaining visible on the streets of various municipalities is essential. They stress that locations and props are carefully chosen to ensure banners capture the attention of potential voters as part of a comprehensive strategy (Political Communications Brief).
Across both regional and municipal campaigns, the PP relies heavily on billboards, banners, and outreach at the street level. They place great emphasis on information tents where campaign materials and leaflets are distributed. While starting with a modest radio presence, their main innovation lies in expanding activity on social networks, mirroring other parties in the field (Strategic Campaign Notes).
Poles and Banners
Ciudadanos has embraced a campaign that runs on buses, billboards, and pole banners. The party distributes flyers, posters, and merchandise, while airing election messages through video formats. Programmatic advertising contributes a sophisticated layer by integrating campaign messages into targeted digital spaces (Campaign Mechanics Report).
Compromís continues to rely on classic formats such as posters featuring the Generalitat candidate and list leaders. New video content is released daily as surveys roll in. Traditional formats are still present on Facebook, while more innovative formats designed to attract younger voters find a home on Instagram and TikTok (Media Strategy Review).
The Valencians have adopted new media vehicles, including podcasts and what amounts to a television premiere labeled “En confianza.” Influencers are enlisted as part of a broader global trend toward using recognizable personalities in political campaigns. Content on social platforms is segmented to fit different formats and tones, while a wide range of distribution materials, from diptychs to magazines detailing the program, circulates widely (Digital Media Pulse).
Direct Source
Vox identifies social networks as their principal propaganda channel, aligning with a long-standing pattern of directing the public straight to core messages. The far-right group now operates with a larger budget than four years ago, increasing media presence with banners and articles. Like others in this contest, Vox maintains a central team in Madrid dedicated to data analysis (Campaign Operations Note).
Static billboards and pole advertisements remain important to Vox, alongside LED screen placements. The party distributes brochures and program materials, and when asked about innovative bets, officials concede that the main novelty is the use of vans painted in their distinct green color for outreach (Channel Strategy Summary).
Unides Podem has expanded its approach, funding its activities through microcredits from militants and supporters. They report doubling resources compared to four years ago and believe this growth helps them surpass the 5% threshold to maintain a voice in the Valencian Parliament. Despite limited traditional funding, the party relies on heightened involvement from members to mobilize propaganda (Funding and Outreach Report).
A significant portion of investment goes into posters distributed across the three constituencies with a unified regional design and some differentiated visuals. At Unides Podem, mail-based dissemination is prioritized, while usage of street furniture such as billboards or lamppost ads is avoided. In the digital realm, the purple coalition has committed substantial resources to social networks and web pages (Communications and Outreach Brief).
Experts
Marta Martín, a political communication professor at the University of Alicante, notes a lack of major innovations in the campaigns. She observes that most formats have endured since the Transition and highlights TikTok videos as a vehicle used by digital natives, while older parties preserve traditional aesthetics on billboards and keep candidates at the forefront of messaging (Expert Commentary).
Diana Rubio, a communications scholar, adds that posters and billboards still foreground candidate personalities, while logos and party abbreviations recede in prominence. She argues slogans sometimes miss wit or humor and that a more memorable tone could be beneficial (Analytical Insight).
Regarding electoral laws and event formats, Rubio suggests the campaigns appear more structured than in previous years. She notes that parties aim to project strength, with corporate colors carrying considerable weight in major events, sometimes more than posters themselves (Regulatory and Event Analysis).
Sentences
I don’t see much innovation. The same formats have been practically preserved since the Transition.
One of the most striking aspects is the use of TikTok, especially by digital natives.
Ads on billboards focus more on the candidates themselves than on the current political context.