December 06, 2024
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Out of Home Media: Shelter in Politics
Discover why out of home media is the perfect refuge amidst the political storm, offering flexibility, relevance, and impact for your campaign.
As the 2024 presidential race gains momentum, the surge in political advertising expenditure is prompting both brand marketers and political strategists to rethink their media strategies. Amidst this escalating storm of political messaging, Bob McCuin, Executive Vice President and Chief Revenue Officer at Clear Channel Outdoor, suggests that out of home (OOH) media could provide the shelter campaigns need. Here’s why.
The 2024 Presidential Stage is Set
With the stage set for the 2024 presidential election, it's imperative for both brand marketers and political campaign strategists to brace themselves. The impending storm of political advertising on TV demands strategic foresight from media buyers across the board.
Recent reports suggest a substantial increase in US political advertising spend, expected to jump by nearly a third compared to the previous presidential election year. Once again, TV media is set to claim the lion's share of these dollars. As political ads saturate the airwaves, media planners must explore alternative channels to ensure their fall campaigns effectively reach their intended audience. In this landscape, OOH media, especially digital billboards, emerges as a beacon of opportunity, offering flexibility, contextual relevance, and a sanctuary from the political ad deluge.
The TV Ad Onslaught: A Call to Plan Ahead
Political advertising spend is projected to rise significantly, with traditional media, predominantly TV, accounting for a substantial portion. However, the battleground is shifting, leaving media buyers grappling with how to make their brand messages stand out amidst the political noise.
For brands, the congestion of TV ads during political season poses a challenge. Federal laws governing radio and TV station operations mean that brand ads may get sidelined or bumped out of rotation to accommodate political ads. The saturation is evident, with political advertising accounting for a significant percentage of local TV ads in battleground states during previous election seasons.
To avoid being lost in the TV ad congestion, brands can integrate OOH media into their third and fourth quarter ad strategies. Billboards offer a platform for brands to craft compelling narratives in a clutter-free and brand-safe environment, away from potentially divisive political or editorial content.
Flexibility in the Face of Chaos: Seizing Contextual Moments
OOH media holds a key advantage in its flexibility to adapt to real-time events and cultural shifts. Through digital billboards, brands can swiftly respond to the evolving political landscape, capitalizing on seasonal opportunities and current affairs.
By being nimble and reactive, brands can position themselves within ongoing conversations, enhancing brand affinity amidst the political noise. Digital billboards enable immediate engagement, fostering authenticity that resonates with audiences.
Political Media Buyers: Pivoting to OOH for Targeted and Impactful Campaigns
Political media buyers must acknowledge viewer fatigue and the diminishing returns of traditional TV advertising. The aggressive nature of political attack ads can lead to audience disengagement, prompting a strategic shift towards more cost-effective and flexible platforms like OOH media.
Surveys indicate that OOH ads are effective in reaching, informing, and influencing voters. Moreover, OOH media offers a level of trust and accuracy in political messaging, resonating with audiences in an increasingly noisy landscape.
Battleground States: A Real Factor in the OOH Equation
For media buyers operating in battleground states, strategic planning and alternative advertising channels are essential. The saturation of political ads amplifies the challenge of breaking through the clutter, making OOH media a crucial tool for carving out space in the hearts and minds of the audience.
As the political storm intensifies on TV, media buyers must look to alternative channels that provide respite and opportunity. OOH media, particularly digital billboards, offers the flexibility and contextual relevance needed to thrive amidst the chaos. By planning ahead and embracing the agility of OOH, media buyers can ensure their fall campaigns weather the storm and emerge victorious.
Discover BMOutdoor: Billboard Advertising in US and Canada!
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- Consumer trust: Outdoor advertising is a trusted medium for many, standing the test of time.
- Direct and captivating messages: We deliver clear and compelling messages that effectively reach your audience.
- Affordable for all: We offer options that fit all budgets and types of businesses.
- Sales team at your service: Our passionate sales team is ready to help you achieve your goals.
Do you need outdoor advertising? It remains effective in boosting your brand in the United States and Canada, working in collaboration with digital marketing and other channels.
Our services have coverage that extends throughout the United States, Canada, and Latin America. Take your message beyond borders! Contact us today at 210-610-5012 or email customerservice@bmoutdoor.com and let us be a part of the success of your next advertising campaign
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