2024 Election Trends: OOH Dominates Political Advertising

As the 2024 presidential race kicks into high gear, Out of Home (OOH) advertising is emerging as a leader in creating crucial moments for candidates, issue groups, and more. Here are five key trends that highlight the significant role of OOH in this election cycle.

1. More Advertisers are Activating with Timely and Relevant pDOOH

The explosion of programmatic digital out of home (pDOOH) since 2020 has provided a new entry point for political advertisers. With its ease of activation and buying flexibility, we are seeing more advertisers, including first-time OOH buyers, strategically purchasing for shorter periods around events, rallies, and key races.

The ability to tailor campaigns in real-time has allowed advertisers to maximize the relevance of their messaging, making a significant impact on their target audience. This trend has not only attracted more advertisers but also demonstrated how OOH can be a powerful tool in political campaigns, especially when compared to other Outdoor advertising companies.

2. DOOH’s Creative Flexibility Keeps Advertisers Aligned with the News Cycle

One of the historical barriers to Out of Home advertising was the lack of creative flexibility. However, with Digital Out of Home (DOOH), advertisers can change their creative content throughout the campaign, allowing them to respond quickly to breaking news. In this cycle, we are seeing savvy advertisers who not only understand the value of their placements but also the importance of capturing audience attention by creating conversational moments with OOH.

For instance, one issue-based advertiser has run over 80 pieces of creative copy across several markets in recent months. Each time there is a news update, this advertiser has new content ready to connect their message to the most recent conversations. This adaptability is key to success in Out of Home advertising, making DOOH an indispensable tool for modern campaigns.

3. Political Advertisers are Discovering the Power of Social Out of Home (#sOOH)

Brands have been using Out of Home as social content, extending their messaging beyond the billboard via social media channels. Political buyers are quickly picking up on this trend and taking it a step further. Some are using OOH as content by posting photos of their OOH ads and either sharing their messaging or making a call for donations.

We are also seeing smaller grassroots groups crowdfunding political billboards to get their messages out to the public. Since elections are often won based on what people see and believe, OOH is a physical means of activation that seamlessly translates into social and digital media ecosystems. This trend highlights the multi-dimensional impact of OOH in modern political campaigns, positioning advertising companies near me as strategic allies.

4. Slower Presidential Spending Has Given Local Races and Issue Groups Time to Shine

Despite a slow presidential primary season with minimal spending on both sides, the 2024 political OOH cycle is already pacing ahead of 2020. We are seeing more advertisers entering OOH through new channels like pDOOH, issue groups sharing messages in support of their chosen candidates, and more local races getting involved earlier in their primary campaigns rather than waiting until the general election as in previous years.

This trend shows how Out of Home advertising is not only relevant for large campaigns but also for smaller, local efforts, providing an effective platform to reach key voters.

5. While the Buying Cycle Remains Short, OOH is Being Considered Earlier

Like many media channels, political advertisers buy quickly as plans are constantly evolving due to changes in polls, news events, and focus states. In previous cycles, OOH was often a place to spend leftover budget; however, in this cycle, strategic decision-makers at major campaigns and agencies are inquiring about OOH availability earlier.

While many campaigns still go live within days of contracting, OOH is clearly a more intentional part of the media strategy than in previous years. This trend underscores the growing importance of Out of Home advertising in modern political campaigns, reaffirming its value as an essential tool for reaching and mobilizing voters.

Conclusion: Out of Home (OOH) advertising is playing a crucial role in the 2024 elections, demonstrating its ability to quickly adapt to a constantly changing political environment and effectively connect with voters. Outdoor advertising companies and billboards are proving to be key allies in creating successful political campaigns, reinforcing the importance of including OOH in any campaign's communication strategy.

 

 

 

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