As the 2024 political season heats up, out-of-home (OOH) advertising emerges as a critical tool for campaigns aiming to capture the attention of American voters.
It’s no surprise why this medium is critical. The nation’s extreme polarization has forced campaigns to be more strategic than ever if they want to reach voters. Not to mention, campaigns have to combat voters’ perceptions of ads due to the misinformation and deliberate deceptive practices from recent election cycles. To add to this, we’ve seen an influx of AI generated content in the last year leaving folks unsure of who and what to trust when they consume media.
There 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 (35%).
Moreover, “an overwhelming majority” 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 – much higher than their sentiments with other forms of advertising.
In an era marked by unprecedented polarization and anxiety, the ability to reach and engage voters in their everyday environments is more important than ever.
Economic Concerns Drive Voter Sentiment
A 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 high-traffic areas, can effectively address economic concerns. Whether it’s billboards highlighting a candidate’s economic policies or transit ads discussing job creation, OOH platforms provide a constant, visible reminder of how each candidate plans to address voters’ top priorities.
The Power of Visibility and Repetition
In 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 support.
OOH advertising provides a reliable platform for reaching a diverse audience in a non-intrusive manner, especially significant in the current political climate. Whether it’s 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 purpose.
Targeting Key Demographics
The projected spending for this election cycle is between $11-12 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 over-indexes with younger voters in general.
A February 2024 survey of 1,616 likely 2024 voters aged 18-64 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 18-64. Additionally, 75% of Gen Z and 72% of Millennials reported having seen OOH political ads, compared to 68% of adults 18-64. This effectiveness is clear, as political advertising spending in OOH has doubled from 2014 to 2022.
Conclusion
As we approach the 2024 elections, the role of out-of-home 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 campaign– 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 election.
Author: Helen Roldan, Director of Communications and Public Affairs @ Ballyhoo Media
Past Political & Election Season Clients
