The Republican National Committee is in the process of finalising its largest ever digital ad deal which will see $150m (£104m) word of video ad inventory reserved in preparation for the partys general election campaign, an unprecedented amount of digital spending for a US political campaign.

According to Ad Age, the deal is being made between dozens of digital advertising partners including Google, and has been in the works since February, as the party gears up for a hotly contested campaign for the US presidency.

The advertising campaign will focus on premium digital video, mobile video and high-impact placements with notable online publishers, in particular with Spanish-language media properties, as the campaigns digital arm focuses on targeting Hispanics, women, millennials and independent voters in swing states.

The news comes shortly after a pro-Hillary Clinton Super PAC (political action committee) announced it had reserved $35m in digital video ad inventory, much of which will be targeting similar demographics in the same swing states as both parties aim to convince undecided voters in the build-up to the November election.

While the partys total ad budget for the 2016 general election hasnt been released, data from the Federal Election Commission shows the RNC spent around $385m for the 2012 general election, which suggests that this digital ad buy represents a considerable slice of the partys overall budget.

The 2016 election promises to be the most digitally-sophisticated so far, as both Republican and Democrat campaigns look to leverage new marketing technology to target key demographics with personalised messaging, and employ omnichannel strategies to reach swing voters on the device that will most influence their eventual decision in the polling booth.