Navigating the 2024 Election: The Rise of Out-of-Home Political Advertising

As we approach the 2024 presidential election, the landscape of political advertising is undergoing a significant transformation. With GroupM forecasting an investment of $16 billion in political ad campaigns, the focus is not just on traditional media but increasingly on digital and out-of-home (OOH) advertising.

The Shift in Advertising Spend:

Jon Niermann, CEO of Loop Media (LPTV), notes that while traditional channels will maintain their importance, there's a growing trend towards digital platforms, especially streaming services. This shift is indicative of a broader strategy to reach diverse audiences where they are most engaged.

Around 13% to 15% of the political ad budget is expected to be allocated to streaming services, signaling a significant move towards digital platforms. This evolution in campaign strategies is designed to tap into diverse demographics more effectively.

The Importance of Out-of-Home Advertising for Candidates

Out-of-Home (OOH) advertising is also a crucial tool for political candidates, offering much more than mere visibility—it's a powerful means of community engagement. This advertising medium allows campaigns to immerse themselves in the daily lives of potential voters, creating a tangible presence in the neighborhoods and spaces where people spend their time. OOH's strength lies in its ability to not only broaden a campaign's reach but also to positively impact the local economy. Collaborating with gig workers, rideshare drivers, and local small and medium-sized businesses (SMBs) helps circulate ad spend within the community. This approach includes using wrapped cars, digital screens in public spaces, and other OOH channels, thus reinvesting campaign funds back into the local economy and benefiting both the campaigns and the residents.

Transit Ads: Maximizing Reach and Impact

Transit advertising, encompassing car-tops, car-wraps, digital truck billboards, and even delivery robots, offers a dynamic way to reach both communities and mass audiences. These moving billboards catch the eye of countless pedestrians and drivers daily, ensuring that a political message is seen by a diverse cross-section of the electorate. Car-tops and wraps turn everyday traffic into a parade of campaign endorsements, reaching people in various neighborhoods, from residential areas to bustling city centers. Digital truck billboards and delivery robots add a modern twist, bringing high-impact visuals and even interactive elements to the mix. For instance, a digital truck billboard can display changing messages tailored to specific neighborhoods, while delivery robots capture the curiosity and engagement of onlookers, making the political message more memorable.

Grocery Screens and Bar/Restaurant Screens: The Heart of the Community

Grocery store screens and screens in bars and restaurants are not just advertising spaces; they are focal points in the heart of the community. These locations are where people gather, share news, and discuss daily life, making them ideal for disseminating political messages. Grocery screens catch the attention of shoppers as they go about their routine purchases, allowing campaigns to integrate their messages into the daily life of the electorate. Similarly, screens in local small businesses, such as bakeries, delis, pizzerias, chiropractic & physical therapy offices offer an opportunity to engage with voters in a relaxed and social setting, where they are more likely to discuss and contemplate the political content they see. This strategy ensures that political messages are woven into the fabric of community life, enhancing their relevance and impact.

The Power and Impact of Local Advertising

Local advertising allows for more targeted and nuanced messaging. While national campaigns might focus on broad issues, local ads can hone in on what matters to specific communities. This could be anything from local infrastructure projects to community-specific social issues, ensuring that the message not only reaches the audience but also strikes a chord with them.

Local advertising also plays a crucial role in grassroots campaign efforts. By appearing in local newspapers, on community billboards, or through local out-of-home channels, political messages can become a part of the daily conversation, encouraging community discussions and engagement. This level of interaction can be pivotal in rallying support and generating a strong local following.

Investing in local advertising also has a positive economic impact on the community. By utilizing local media channels, hiring local advertising agencies, or partnering with local businesses for ad placements, campaigns contribute to the local economy. This not only bolsters the campaign's image but also reinforces its commitment to supporting the community it aims to represent.

Reaching Gen Z: The Crucial Youth Vote

Engaging Gen Z in political campaigns is crucial, given their growing influence and unique media consumption habits. To effectively reach this demographic, campaigns need to meet them where they are—on college campuses, near bars and restaurants frequented by younger audiences, in shopping malls, and through hyper-local targeting solutions. Screens in these locations are ideal for capturing the attention of Gen Z, who are more responsive to digital and dynamic content. Hyper-local targeting allows campaigns to tailor messages to the specific interests and concerns of young voters in different locales. By focusing on these areas and utilizing innovative targeting strategies, political campaigns can effectively engage with Gen Z, ensuring their voices are heard and their votes are counted in the election process.

Google's Commitment to Responsible Political Advertising in the US

In the realm of digital advertising, Google has taken significant steps to ensure responsible political advertising in the United States. Recognizing the influential power of online ads in shaping public opinion and electoral outcomes, Google has implemented a comprehensive framework to promote transparency, accountability, and ethical practices in political advertising.

Extra Transparency on Election Ads:

Google has established a commitment to extra transparency when it comes to election-related advertising. This includes providing the public with detailed information about who is funding political ads, the amount spent, and the demographics targeted by these ads. This level of transparency is crucial in an era where understanding the source and motive behind political messaging is key to informed voting.

Verification Requirement for Advertisers:

A pivotal aspect of Google’s policy is the mandatory verification of advertisers in the United States who wish to run election ads. This verification process requires advertisers to confirm their identity and eligibility, ensuring that only authorized entities can disseminate political messages. This step is vital in preventing foreign interference and ensuring that political ads are being run by legitimate and verified individuals or groups.

Restrictions on Election Advertisers:

In its effort to support responsible political advertising, Google restricts the ways in which election advertisers can target their audiences. These restrictions are designed to prevent overly intrusive or manipulative targeting practices, maintaining a fair and balanced advertising environment. By limiting the granularity of targeting, Google aims to uphold ethical standards in political advertising, ensuring that campaigns focus on their message rather than exploiting user data.

Policy Enforcement and Ad Removal:

Google maintains a strict stance on policy enforcement, actively banning and removing ads that violate its established guidelines. This includes ads that spread misinformation, use hateful language, or otherwise fail to meet the platform’s standards for responsible advertising. Through active monitoring and enforcement, Google plays a crucial role in safeguarding the integrity of political discourse on its platform.

As we approach the 2024 election, the shift towards innovative advertising strategies, notably in digital and out-of-home mediums, is more than just a trend; it's a transformative movement in political engagement. This evolution reflects a deeper understanding of voter behavior and the necessity to connect with them where they are most receptive. From leveraging Google's transparent digital platforms to utilizing the community-centric power of OOH advertising, the upcoming election is set to be not just a battleground for political ideologies but a showcase of sophisticated and responsible advertising. These efforts signify a pivotal moment in political campaigns, one where every impression, every ad, and every digital interaction could play a decisive role in shaping the future of our political landscape.