With a significant focus on digital platforms, her aides are racing to define her while drawing a contrast with former President Donald Trump.

Out of the total amount allocated, $200 million will be spent on reaching voters through their phones and other devices, making this the largest digital ad reservation in American politics to date. Recognizing the need to adapt to changing communication trends, only $170 million will be reserved for traditional television. As traditional television audiences continue to fragment and shrink, the Harris campaign aims to prioritize capturing voters through modern and technologically advanced means.

Quentin Fulks, Ms. Harris's principal deputy campaign manager, emphasized the importance of embracing a modern campaign strategy. Fulks stated, "This is a modern campaign in 2024, and we're not just stuck in the times of old, where 80 percent of the budget has to be on television."

While the campaign did not disclose the breakdown of spending per state, it did reveal that the amount reserved for television advertising would surpass President Biden's 2020 campaign spending in crucial states such as Pennsylvania, Wisconsin, Georgia, and Nevada. The Harris team has already launched ads in seven swing states, including Arizona, Georgia, Michigan, Nevada, North Carolina, Pennsylvania, and Wisconsin, as part of a $150 million summer ad blitz. These states will remain key targets for the campaign, alongside national advertising efforts.

The early reservation of advertising spots enables the Harris team to secure prime placements during popular programs this fall. Football, basketball, baseball, hockey, and other major sports broadcasts, along with hit TV shows like "Grey's Anatomy," "Abbott Elementary," and the season premiere of "Golden Bachelorette," have been specifically highlighted for ad placements. Interestingly, the campaign also plans to air ads on Fox News during the day, strategically aiming to reach supporters of former South Carolina Governor Nikki Haley and conservative-leaning independents.

In comparison, former President Donald J. Trump's campaign has only reserved advertising in two states, Pennsylvania and Georgia, amounting to $44 million. However, with Trump's substantial campaign funds of $327 million combined with the Republican Party, it is expected that more advertising will be deployed in the future.

The allocation of the Harris campaign's initial reservation reveals a significant shift towards digital advertising compared to previous campaigns. While Joe Biden's 2020 campaign allocated nearly 80 percent of its initial reservation to television, the Harris campaign sets aside 46 percent for traditional TV and the majority for digital and streaming services. This strategic approach demonstrates an understanding of changing viewer habits as more Americans turn to streaming platforms like Hulu, Roku, YouTube, and Paramount+.

The $200 million reserved for digital bookings does not include other online advertising avenues such as search, social media, and display ads. In addition, the Harris campaign joins forces with Future Forward, the leading pro-Harris super PAC, which has already reserved $250 million for advertising this year.

With these monumental advertising bookings, voters in battleground states can expect to be inundated with at least $620 million worth of pro-Harris and anti-Trump messaging from the Harris campaign and Future Forward. While campaigns can cancel reserved TV ads, it is typically avoided to prevent negative news coverage.

As the 2024 campaign intensifies, the Harris campaign is determined to make a lasting impression on voters by aggressively defining Kamala Harris while highlighting the contrasts with Donald Trump. By securing prime advertising placements and embracing digital outreach, the campaign aims to engage voters and shape their perception of Vice President Kamala Harris.

Note: Inspired by an article by Shane Goldmacher from The New York Times.