No campaign, regardless of size, is immune to internal battles for budget allocation. And the biggest thing that you will be spending on in your campaign is letting the outside world know that you exist, that you have great ideas and that you want to be hired for office.  Spend that is used to tell the world about you is called Media spend, and the money allocated to media spend that works online to let people know about you–through say Google or Facebook or banner ads or similar–is digital media.

 The digital spend is often the last of the paid media budget categories to be appropriated. Because of the nature of digital advertising, digital campaigns give a lot more flexibility to expand or shrink budget quickly with the ability to add multiple layers of targeting on universes. An unfortunate outcome of this is a severely diminished digital budget if fundraising slows. Campaigns from big to small would benefit with the creation of platforms that calculate ROI across paid media channels.

Currently, most Democratic campaigns are spending a maximum of 20-30% of paid media budgets toward digital which is far behind the RNC stipulated minimum of 40% of their candidate’s paid media budgets be on digital. Democrats need to advance their digital programs to reclaim this mantle. The partnership between paid media channels could be vastly improved by data-driven ad-buying platforms that report on ROI and efficacy across all paid media channels.

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