Political Campaigns Increasingly Rely on Digital Advertising

Strategic Campaign Group is an Annapolis-based political consulting firm that provides comprehensive campaign strategies to Republican candidates in order to help them win elections. Focused on next generation solutions, Strategic Campaign Group uses traditional outreach strategies and analytics-based digital approaches such as email and advertising.

In 2018, political campaigns are expected to spend $1.8 billion on digital advertising, an increase from $1.4 billion two years ago, according to Borrell Associates, a firm that tracks advertising data. Social media in particular is forecast to account for over $1 billion in spending on digital advertising. Campaigns frequently use social media platforms such as Facebook and Twitter to target potential supporters. 

Campaigns are increasingly allocating their advertising budget to Internet advertising on mobile devices and websites, which are cheaper than radio, TV, and mail advertising. 

Digital ads can help campaigns to identify supporters early on in the campaign season before they are deluged with TV ads. Campaigns can then encourage these voters to volunteer or donate, as well as place them on mailing lists.

Differences between a Super PAC and a Traditional PAC

Based in Annapolis, Maryland, Strategic Campaign Group has been helping Republican candidates win political offices for nearly a decade. Among other services, Strategic Campaign Group offers candidates assistance with voter outreach, campaign staffing and structure, and fundraising. 

Over the past two decades, fundraising has become one of the most important aspects of political campaigns at the local, state, and federal levels. Advertising, get-out-the-vote initiatives, and professional staff all cost money, and a candidate's fundraising advantage often translates to an advantage at the polls. 

Though there are a variety of ways to raise funds for a campaign, many candidates benefit from a political action committee (PAC). PACs are organizations that aggregate donations and spend money to support candidates, promote issues, and affect elections.

PACs are strictly regulated by the Federal Election Committee (FEC). A traditional PAC is organized by an interest group, such as a labor union or trade association, and must follow established guidelines that include limiting donations from individuals to $5,000 per person. Additionally, traditional PACs are allowed to make direct contributions to a political candidate.

Super PACs differ from traditional PACs in that there are no stipulations on the amount of money raised. However, Super PACs may not be directly affiliated with a candidate or party, and they may not make donations to candidates. Instead, Super PACs are considered independent expenditure-only entities, meaning their spending is limited to advertising, marketing, or other initiatives independent from a candidate’s campaign.