Digital advertising campaigns have become a crucial component of any successful communications strategy, as they provide flexible and efficient ways to market to target audiences, measure impact, and cater to future strategies for success.
Targeting
One of the key benefits of digital advertising is its ability to target the public based on specific audience characteristics- which includes a range of demographic, behavioral and contextual factors. This targeting ability ensures maximum impact, because ads are shown to the right people at the right time.
This type of precision targeting helps businesses to better connect with their intended audience, and prevents wasted resources on non-relevant targets.
Analytics
Digital advertising offers the ability to track and measure the success of a campaign in real-time. This data can then be used to optimize campaigns, and adjust targeting and messaging to maximize results and drive better performance.
Flexible Strategy
Digital advertising has become increasingly popular due to its flexibility, offering advertisers a wide range of customizable options, including different ad formats and the ability to adjust campaigns to optimize performance. The best demonstration of this is the ability to start campaigns with a small budget and gradually scale up spending and adjust strategy based on real-time performance metrics.
The Sinclair PA Approach
A prime example of the power of digital advertising is the campaign Sinclair PA conducted on behalf of Senator Michael Lee, for the NC Senate District 7 seat in Wilmington. As one of the most hotly contested seats in the NC Senate, the Sinclair PA team utilized digital advertising strategies and tools to ensure key messages reached relevant District 7 voters.
During the campaign, research showed a lack of CTV & OTT advertising for this race, so Sinclair PA advised investing campaign capital into these avenues. With this adjustment, Sen. Lee’s digital ads were displayed on desktop computers, streaming devices, and mobile devices – increasing the campaign’s broadcast scope, and thus, reaching more constituents. The continuous tracking and measurement of the campaign allowed for a flexible strategy, with the ability to adjust the campaign in real-time based on performance metrics.
