Why Out-of-Home Advertising is a Critical Medium for the 2024 Political Season

Itamp8217s no surprise why this medium is critical The nationamp8217s extreme polarization has forced campaigns to be more strategic than ever if they want to reach voters Not to mention campaigns have to combat votersamp8217 perceptions of ads due to the misinformation and deliberate deceptive practices from recent election cycles To add to this weamp8217ve seen an influx of AI generated content in the last year leaving folks unsure of who and what to trust when they consume mediaThere is one advertising medium that stands apart from the rest Research released this year from OAAA shows that voters view OOH ads as more informative when compared to Radio 50 TV 49 Social Media 38 and Subscription streaming video services 35Moreover amp8220an overwhelming majorityamp8221 of voters say that they have seen an OOH ad 68 with more than 56 stating they believe those ads to be truthful and accurate amp8211 much higher than their sentiments with other forms of advertisingIn an era marked by unprecedented polarization and anxiety the ability to reach and engage voters in their everyday environments is more important than everEconomic Concerns Drive Voter SentimentA significant majority of Americans believe the economy is on the wrong track a sentiment that heavily influences voter behavior OOH advertising with its ability to deliver targeted messages in hightraffic areas can effectively address economic concerns Whether it39s billboards highlighting a candidate39s economic policies or transit ads discussing job creation OOH platforms provide a constant visible reminder of how each candidate plans to address voters39 top prioritiesThe Power of Visibility and RepetitionIn a time when digital ads are easily ignored or blocked the physical presence of OOH advertising ensures that campaign messages are seen repeatedly reinforcing their impact This constant visibility is particularly valuable in a highly anxious society where voters are bombarded with information from all sides The repetition of campaign slogans key policy points and candidate images in everyday settings helps to build familiarity and trust crucial factors in securing voter supportOOH advertising provides a reliable platform for reaching a diverse audience in a nonintrusive manner especially significant in the current political climate Whether it39s digital billboards in urban centers or posters in rural areas these ads can bridge the gap between different voter segments promoting a sense of unity and shared purposeTargeting Key DemographicsThe projected spending for this election cycle is between 1112 billion Over the years campaigns have become more and more sophisticated in their targeting focuses and the saturation of digital advertising has created a tremendous opportunity for OOH to reach vast audiences versus the segmented paid marketing for specific demographics on social media Years of OAAA research have consistently shown that OOH overindexes with younger voters in generalA February 2024 survey of 1616 likely 2024 voters aged 1864 found that nearly half 49 of respondents who have been exposed to an OOH political ad in the past year say these ads are personally influential Younger voters Gen Zers 57 Millennials 60 are especially likely to consume information through an OOH ad at least weekly versus 53 of adults 1864 Additionally 75 of Gen Z and 72 of Millennials reported having seen OOH political ads compared to 68 of adults 1864 This effectiveness is clear as political advertising spending in OOH has doubled from 2014 to 2022ConclusionAs we approach the 2024 elections the role of outofhome advertising cannot be overstated Its ability to address economic concerns present new choices and navigate a polarized and anxious nation makes it an indispensable tool for any political campaignamp8211 both local and national By leveraging the power of OOH advertising campaigns can effectively engage with voters build their brand and ultimately influence the outcome of the electionPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Why Out-of-Home Advertising is a Critical Medium for the 2024 Political Season

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Helen Roldan

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Why Out-of-Home Advertising is a Critical Medium for the 2024 Political Season

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