MediaPost: 2016: Is Digital Media Finally Not New?

GSG’s Emily Williams explains why campaigns are no longer asking whether it’s worth investing in digital, but how much and on what platforms in a new post for MediaPost’s Marketing: Politics column.

Here’s a peek of the article:

These are a few things we’re excited about for 2016:


Facebook is generally categorized as “social media,” but that misses the true value of the platform. Facebook as an advertising platform is a marketer’s dream and the backbone of many online advertising programs. From the targeting techniques, to the cost-efficient objective-based campaigns, to the increasingly user-friendly self-serve backend, Facebook works. More than anything, Facebook has tremendous reach — and tremendous reach with real, identified people across computers, tablets, and phones — and for campaigns, this is gold.

Mobile + Out of Home

You know those ads you see in the elevator? You can buy those, and you buy mobile ads targeted to anyone who goes into the building — even after they’ve left. This is a great strategy for reaching people based on where you know they go during the day. At work? Ad. Stepping out for coffee? Ad. Playing on their phone at home while watching TV? Ad again. This might seem excessive, but multiple touch points are key, particularly in an over-saturated media space.


We know people don’t consume news and entertainment the way they used to, and television ads are also getting smarter, in their literal targeting and also in their rollout strategy. Campaigns are thinking not just about what spot will air during the 5 o’clock news, but when they will post it to the web, how they will release it on social, and if they might need a separate video for digital entirely. Progress indeed.

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