DOOH: The Winning Political Platform

Published: September 27, 2023

The upcoming election season looms large on the horizon, and while it may not rival the behemoth presidential race, there is still a drove of contests that hold the potential to affect the lives of countless Americans.

As we approach this pivotal moment in our democracy, AdImpact, an ad tracking company, predicts record-breaking spending during the 2023-24 election season, with 10.2 billion in political ad spend - a 13% increase from the 2019-2020 election cycle.

In the midst of this election cacophony, compounded by the ad noise of sporting events and Black Friday, it’s imperative for political candidates to stand out, effectively reach voters, and fortify their political messaging during election season.

Introducing digital out-of-home (DOOH) advertising, the perfect advertising format for those not only seeking to target voters but also achieve massive reach and maintain a prominent presence in the minds of Americans from campaign launch to election day.

Let’s delve into the reasons why political advertisers should utilize the power of DOOH:

The Trust Factor: DOOH vs Online:

Many users have become bombarded with online ads, signing up for ad blockers and subscriptions just to find some peace. The excessive amount of ads has resulted in 28% of users no longer placing trust in online ads, according to a Magna survey.

There’s a notable contrast when it comes to OOH advertising. Research by Vistar Media and MFour has proven a different narrative. The study shows that 58% of respondents are very likely to believe messaging in OOH advertisements. These ads are often regarded as more reliable and pertinent than their counterparts on digital platforms, offering reassurance to political advertisers who understand that trust is of paramount importance in winning over American voters.

Amplifying Election Reach and Influence:

Political candidates can utilize DOOH to expansively reach voters by strategically placing messages on screens in high-traffic locations, such as city centers, transportation hubs, and shopping districts. When a candidate’s image and message scour across public infrastructure, they become a fabric of the community, etching a lasting impression that can significantly influence voter opinions and choices.

Notably, in a study conducted by OAAA and Harris Poll, over half of voters (55%) have reported noticing a political OOH ad. Furthermore, not only are these voters noticing the ads, but OOH political ads are swaying the decisions and piquing the general interest of over 50% of viewers in the candidates!

For a real-world example of this format's impact, let’s journey back in time to 2008, during the historic presidential campaign of Former President Barack Obama. During his campaign, he executed a last-minute OOH advertising strategy tailored to reach voters in crucial battleground states. The strategic use of OOH ensured maximum impact, not only expanding his voter pool but potentially contributing to the success of his initial presidential bid.

Election Success Through Data-driven Insights:

Gone are the days when political candidates had to rely on hunches and assumptions to gauge the impact of their OOH campaigns. Thanks to the digital transformation of OOH advertising, candidates now possess a powerful toolset for measuring campaign effectiveness.

In this digital era, real-time feedback and precise metrics are at political advertisers' fingertips, providing an invaluable window into the performance of their campaigns. If a campaign is not resonating with voters, candidates have the agility to make immediate adjustments and fine-tune their strategies, often in a matter of minutes. This responsiveness enables them to adapt to the ever-shifting news cycle, stay current with the latest developments, or celebrate campaign achievements in real-time. The dynamic nature of digital OOH empowers candidates to navigate the campaign trail with unparalleled flexibility and data-driven precision.

In this competitive advertising landscape, digital out-of-home advertising will secure candidates' path to electoral success! DOOH’s trustworthiness, expansive reach, and data-driven insights empower politicians to connect with voters like never before, leaving a lasting imprint on their minds and influencing the crucial decisions that shape the course of elections. If you’re ready to reach voters outside of their homes, our team is ready to help plan your campaign today at no charge to you! Contact us at concierge@adomni.com.

Written By: Julia Cramer

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