Why should I invest in digital advertising?
Approximately 1 in 3 households no longer have access to traditional television and have moved to streaming. Of course, there are demographic and geographic variances here, but the key point is that you can’t reach everyone you need to persuade without digital advertising.
In today’s world, more people use Facebook daily than watch the local news. This is generally a bit scary, but it means that we need to be getting information in front of people on these platforms.
Even beyond the fact that those who are persuadable would be extremely unlikely to ever follow a campaign/cause/organization on social media, even those who do actively follow a social media account are not going to see every piece of content that they post. In order to reach those who don’t have the same opinion, we need to use paid ads to place messaging in front of them online.
Research shows time and time again that the best way to combat false negative information is to provide people positive information about a candidate, cause, etc.