Effective Political Advertising with Digital Out of Home

Leveraging Digital Out of Home to Reach Voters

As we gear up for another election year, both in the United States and globally, political advertising is set to hit unprecedented heights. With eMarketer projecting over $12 billion in political ad spending, advertisers are on the lookout for effective and trusted media channels. Leslie Lee, SVP of Marketing at BM Outdoor, highlights the potential of digital out of home (DOOH) advertising in capturing voter attention amid growing concerns over misinformation on social media and expensive TV slots.

The Power of OOH Advertising

Out of home (OOH) advertising stands out as one of the most trusted media channels. A study by The Harris Poll for the OAAA revealed that 73% of consumers have a favorable view of DOOH ads, surpassing other media like television (50%) and social media (48%). This trust is partly due to OOH’s non-intrusive nature; it seamlessly integrates into daily environments such as highways, malls, gas stations, and gyms, rather than interrupting consumers.

Beyond trust, OOH offers extensive reach and precise targeting capabilities. Here’s how political advertisers can leverage this medium:

Strategies for Effective OOH Political Advertising

1. People

Target specific audience segments based on their lifestyle and behavioral patterns. Whether it’s young voters, first-time voters, or small business owners, you can meet your audience where they are.

2. Local Audiences

Focus on hyper-local audiences using zip codes and county data. Tailor your message to resonate with voters in specific towns, counties, or states.

3. Voter Files

Utilize first-party or third-party data to target voters based on registration status or political affiliation. This can help identify political party switchers, new registrants, or influential leaders.

Optimal Screen Selection for Political Messaging

DOOH offers a diverse array of screens, from large-format billboards in high-traffic areas like Times Square to place-based screens in office buildings, bars, universities, and more. This variety ensures your message can be amplified in locations where it will have the most impact. Some demand-side platforms (DSPs) offer political auction packages, making it easier to navigate restrictions on political ads and ensure compliance.

Enhanced Targeting Techniques

1. Proximity Targeting Strategically place ads near locations where voters are most likely to engage, such as federal buildings or venues hosting political events.

2. Time- or Day-Parting Timing is crucial. Utilize day-parting to display ads during peak times, like early mornings near office buildings or evenings at gyms.

Crafting Resonant Messages

OOH advertising’s creative flexibility allows for various political messages, from encouraging voter turnout to highlighting specific policies or candidate profiles. To maximize relevance and personalization, consider these tactics:

1. Connect CTV and Outdoor Ads

With CTV accounting for 45% of digital political ad spending, integrating CTV and OOH ads can broaden reach and maintain message consistency. Many DOOH screens support video, facilitating the repurposing of CTV assets.

2. Promote Upcoming Events

Use OOH to advertise campaign events, rallies, and other voter engagement opportunities. This can be especially effective in reaching undecided voters.

3. Countdown to Election Day

Incorporate dynamic creative technology to display a countdown to Election Day, adding urgency and encouraging voter participation.

4. Advertise Nearest Voting Locations

To motivate last-minute or undecided voters, include information about the nearest voting locations in your ads, personalizing the experience and encouraging immediate action.

The Unique Advantage of OOH

In a politically charged environment, it’s crucial to connect with voters authentically through channels they trust. OOH advertising fits seamlessly into everyday life, providing a non-intrusive yet impactful way to convey messages that resonate and inspire action. By leveraging its scale, targeting capabilities, and creative flexibility, political advertisers can effectively engage prospective voters in the lead-up to the 2024 US presidential election.