The New York State Digital Service hosted its second Innovation Lab on February 3, 2026, bringing agency colleagues together to focus on digital and paid social media campaigns. Ben Bober and Scott Stevens of the NYS Department of Environmental Conservation led a discussion on in-house digital marketing campaigns, sharing insights on strategy, execution, and performance.
The paid digital marketing segment was led by Carol Breen, Director of Marketing at the NYS Department of Transportation, alongside Dessy O'Keefe, Chief Client Officer, and Sarah Adamo, VP of Google & Social Media, from OpAD, who highlighted best practices in paid strategy, audience targeting, creative optimization, and cross-agency collaboration to drive measurable results.
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View the full presentation from the February 3, 2026 Digital Innovation Lab on Digital and Paid Social Media Campaigns.
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View the accessible version of the full presentation from the February 3, 2026 Digital Innovation Lab on Digital and Paid Social Media Campaigns.
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This activity helps agencies think practically about paid social campaigns, whether they are already running them or just considering them. The goal is to identify effective practices, common mistakes, and concrete supports agencies need in order to run paid social successfully.