Creative Insights: Expanding Your Digital Universe

One thing Democratic strategist Zandria Haines is confident her party is good at is mobilizing its voters, particularly with lessons learned from last cycle.

But Haines, a vice president at SBDigital, wants to see Democrats place some additional focus on bringing new voters into the fold this cycle, and use an increased array of digital targeting options to get it done. 

“What I think that’s going to take is a little creativity, thinking outside the box and thinking outside of the voter file,” Haines said in an interview with C&E. “I think technology is giving us that opportunity and allowing us to do more behavioral and contextual targeting where we are able to reach more people and reach them wherever they are.”

Another key as we head toward the fall, said Haines, is running strategic digital programs that keep the perils of voter fatigue in kind. Constant repetition on every platform out there isn’t the way to win supporters, even for campaigns who have the additional money to spend. 

“Technology — what it gives us in efficiency and what we gain in efficiency — we often lose in collaboration,” Haines warned. “So I do want consultants to stay kind of focused on making sure that we are strategic in running our programs.” 

Watch the full interview for more on digital ad priorities for the midterm and turning policy arguments into compelling creative.