How B2G Leaders are Powering Mission Success with Advertising
Advertising: from Fluffy to Fundamental
Historically, business-to-government (B2G) providers and their customers have been skeptics of advertising.
Justifiably so. Government agencies and their contractors were loath to take on the expense of advertising campaigns large enough to make a difference. Outcomes were measured in vague terms like “awareness” and “impressions.”
Much has changed. Fueled by digital technology, surround-sound media, and data-driven communication strategies, advertising in 2026 can be a mission-critical component of government programs.
No longer an expense, advertising done the right way becomes an investment.
What is the right way? It’s thinking of advertising as a system.
- Like a mechanical or technological system, good advertising has multiple, interconnected components.
- Each component has a distinct function, but the components also have to work together seamlessly.
- Most importantly, the system has a design, and that design can be optimized as the system performs.
Like a technological network, good advertising can be made more effective and efficient over time.
A Formula Powered by Innovation.
At Yes& we believe Effective Advertising = Research-Informed Strategy + Omnichannel Execution + Feedback Loops.
| Strategy | Execution | Feedback | |
| What it is | Who we’re talking to What we want them to do | Delivering the right message at the right time in the right way(s) | Constant learning as a program is implemented |
| Why it matters | Audiences have unique characteristics and preferences | More channels than ever, but they do not work in isolation | What should be augmented, or abandoned |
| What’s different | Big data and AI facilitate precise targeting | Ability to adjust and optimize in real time | Digital media enable precision tracking and measurement |
In 2026, B2G providers can offer their customers public impact at scale through systems that engage, educate, and deliver measurable outcomes.
Partnering at the State.
Yes& has been proud to be communication partner on teams addressing large government programs.
For example, the U.S. State Department Bureau of Consular Affairs was facing an unsustainable challenge as the COVID-19 pandemic retreated and travel opportunities reopened. Abruptly the demand for passport renewals skyrocketed, leading to long wait times and a surge in expensive “expedited” passports. Yes& was asked to develop an advertising campaign.
Strategy: We identified audiences with the highest propensity for international travel, and researched the best channels and messages to reach them.
Execution: We developed high-impact deliverables for paid search, social, programmatic display, and native advertisements; an influencer campaign; and a tie in with the 2024 Paris Olympics.
Feedback: We pulled all data into a real-time dashboard enabling constant optimization of all campaign tactics.
Ad clicks totaled 6.78 million, with nearly 2 million going on to fill out the online passport renewal form attributable to the advertising campaign. More importantly, wait times and expedited requests declined to below pre-pandemic levels.
Let Yes& Bring Your Customers Public Impact at Scale.
If your government client is ready to make advertising an investment instead of an expense, Yes& is ready to help.
We are pleased to work with B2G providers as a teaming partner or subcontractor. Our demonstrated results and successful past performance can be a persuasive augmentation for any program or RFP response.
