Political IRL Ads and Voter Influence

Published: April 15, 2024

The latest report from Morning Consult and OAAA (Outdoor Advertising Association of America), "Influence of Out of Home Political Ads," reveals the remarkable impact of out-of-home (OOH) advertising on capturing voters’ attention during this most critical political season. 

Let's take a look at the key findings:

Political IRL ads are resonating more with voters this year!

53% of likely voters engage with real-world ads every week! 

25% of likely voters state they are consuming more information through real-world ads compared to last year! 

Voters perceive IRL ads as follows: 

  • 53% find them informative 
  • 34% find them entertaining 
  • 30% find them influential 

These ads are more likely to be seen as informative compared to most other media

Top reasons why political real-world ads are more appealing than other media: 

  • 34% say they are not disruptive 
  • 28% say they are readily visible 

25% say you can easily share on social media

Political IRL Ads Influence Voters

68% of voters have seen, heard, or read a political IRL ad! 

Among those who have seen a Political IRL ad: 

  • Nearly 50% of voters find them influential 
  • 56% of voters believe they convey more truthful and accurate information  

IRL ads have the following impact: 

  • 26% of respondents feel reminded of the importance and value of voting 
  • 25% indicate that their awareness of issues has been heightened
  • 21% report an interest in candidates or issues 
  • 19% express an increased intention to vote for a candidate 

Nearly half of voters agree real-world political advertising helps inform them about political candidates (45%) and policy issues (44%).

Gen Z and Millennials are more impacted by Political IRL Ads!

Younger voters are notably more inclined than older voters to acknowledge the influence political ads have on their decision to support a candidate. 

Within the last month, half of voters have seen an IRL political ad, with exposure being particularly more pronounced among younger, more educated and higher income respondents. 

Approximately 29% of GenZers and 30% of Millennials are inclined to say real-world political ads enhance their awareness of various issues.

With a majority of voters engaging with IRL ads on a weekly basis, it's evident that real-world ads are effective in resonating with the electorate. Moreover, the findings underscore the pivotal role of IRL political ads in influencing voting behavior, across various demographics. As this crucial voting season unfolds, it's essential to leverage the power of IRL political ads to reach voters of all ages and backgrounds. Our team is ready to assist you in planning and launching your campaign today, with no charge to you! Contact us at  concierge@adomni.com.

Written By: Julia Cramer

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