Topics: Advertising, Digital Marketing

Your Digital Campaign IS Your Campaign Because That's Where People Are

"It’s finally happened: Americans now spend more time on their phones and tablets than they do watching TV." - Los Angeles Times

If you've heard it once, you've heard it a thousand times by now: digital is becoming more important than ever in your campaign. Well, we'd like to take it a step further...

Your digital campaign IS your campaign. Why? Read:

If you're following the advancements in the way Americans consume media, you've likely seen that there's a generational divide in the way people consume content. It probably comes as no surprise that 61% of Americans age 18 to 29 watch TV primarily through streaming services.

But it's not just young people who are changing the way they consume content and watch "TV."  Earlier this year it was announced that, for the first time, more people pay for a streaming service than pay for traditional paid TV. And that's not just the younger demographic. That's everyone.

To further drive the point home, in 2019 it's predicted that there will be 39 million cord cutters - or people who have cancelled their TV service and have to be served ads another way. That's a lot of people, but it's not all. It's predicted there will be an additional 37 million cord nevers - or people who have never subscribed to traditional paid TV.

This is the big shift, though. Now, for the first time, Americans are spending more time online on their phones or tablets than they are watching TV:

"In the United States, adults will spend an average of 3 hours and 43 minutes each day on their smartphones, feature phones and tablets this year, eight more minutes than they’ll spend watching TV."

And the time they're spending watching TV? Well, 28% of Americans say they "sometimes" use a second screen -- a phone or tablet, for example -- while they're watching TV, while 45% say they always do.

So, in other words, Americans are spending less time watching TV, more time on their phones or tablets, and the TV they are watching, they're watching distracted.

The old way of campaigning was to throw a bunch of money on TV while looking at digital as a way to supplement your ad buys. Not anymore... and the beginnings of 2020 really show it. You've seen Democratic candidates spend months building their lists so they can post a splashy 24-hour fundraising number. And in 2018 you saw polls and breaking news turn up in ads immediately. You can't do that on TV. And that's what you have to do to run an effective campaign today.

We won't tell you that you shouldn't go on TV. But what we do know is how to make the most of your TV buy and supplement it with ads served to the right people that will make it more effective (in fact, we won an award for it). And as more people spend more time on their phones and tablets, and less time watching TV, that will become critical.

Let's talk about how we can work together.

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