Texting and digital advertising are both core to modern campaigns, and they're often mistaken for substitutes when they're really complements. Texting is direct, permission-based, one-to-one-ish contact with people who opted in; digital ads are broad, paid reach to audiences who didn't. Each does a job the other can't, and the smart move is using them together. Here's how they compare.
How do texting and digital ads differ?
Different relationships with the audience:
- Permission. Texting reaches a consented list; digital ads reach people who never opted in, bought through ad platforms.
- Direction. Texting is two-way, a voter can reply; ads are one-way.
- Targeting. Texting targets your own known contacts; ads target modeled audiences and can find new people.
- Cost model. Texting is priced per message to your list; ads are priced for impressions or clicks to a broad audience.
- Trust. A text from a campaign you subscribed to carries more trust than an ad in a feed.
What is each best at?
Texting is best at mobilizing and converting people who already have a relationship with the campaign, GOTV, fundraising, volunteer recruitment, persuasion of your universe. Digital ads are best at reach and acquisition, introducing the campaign to new people, building name recognition, and, crucially, growing the texting list by driving opt-ins. Ads cast the net; texting works the relationship with the people the net brings in.
Why use them together?
Because they form a funnel. Digital ads reach a broad audience and drive some of them to opt in, and texting then mobilizes and converts those opted-in supporters at high rates and low cost. Ads without a texting program leave the acquired interest on the table; texting without ads has no engine for reaching new people. Run together, ads feed the top of the funnel and texting works the bottom, which is why sophisticated campaigns budget for both rather than choosing. See the channel comparison for how texting stacks up against other direct channels.
Frequently asked questions
What's the difference between texting and digital ads?
Texting is direct, two-way, permission-based contact with your opted-in list; digital ads are broad, one-way, paid reach to audiences who didn't opt in. Texting works relationships; ads build reach.
Is texting or digital advertising better?
Neither, they do different jobs. Texting is best at mobilizing and converting your existing supporters; ads are best at reaching new people and driving them to opt in. They work as a funnel together.
How do texting and ads work together?
Ads reach a broad audience and drive opt-ins, growing the texting list; texting then mobilizes and converts those supporters cheaply. Ads feed the funnel's top, texting works the bottom.
Keep reading: text vs email vs calls and how to grow a texting list. For carrier registration, see The Campaign Registry.