Political Sales Opportunities for OOH

Courtesy of the OAAA

With political ad spend in this year’s midterm elections projected to reach historic highs, there’s more potential for OOH than ever before. Borrell Associates projects political ad spend to reach $8.5 in 2018. This expanded OOH opportunity is driven by these main factors:

  1. The vast majority of midterm spend is driven by state and local races, ballot initiatives and referendums, and special interests such as political actions committees (PACs). The focus of many of these races and initiatives is local, which is OOH’s strength.
  2. Statehouse and state legislative races will determine which party oversees congressional redistricting after the 2020 Census, so gaining control in this election cycle is urgent for both Democrats and Republicans.
  3. Political experts expect first-time candidacies to soar. This trend was demonstrated in the Virginia state legislative races in November 2017, where newcomers won an unprecedented number of seats. OOH offers massive reach and brand building, or name recognition, unmatched by any other form of traditional media at highly-competitive CPMs.

The US House and Senate races will also be highly competitive, and provide potential for OOH, too, but historic spend analysis indicates not to the degree as more localized races.

This week, OAAA presented a political advertising webinar detailing the political sales landscape, the ad spend opportunities, OOH proof points and case studies, OOH campaign examples, political agencies and organizations contact lists, and additional resources to assist with political sales efforts. An audio recording  of the webinar is also available.

The political sales landscape has similarities to general market advertising, but can also be very different as generalized in the chart below.

When evaluating campaign media selections, factors of high importance to most campaigns include targeting, speed, relevance to the target audience, and ad channel infrastructure efficiency.
The top ten OOH proof points for most political campaigns are:

  1. ALWAYS ON – BREAKS THROUGH CLUTTER.
    • Cannot be delayed, skipped or turned off, and produces highest levels of recall.
  2. BUILDS AWARENESS & BRANDING/NAME ID
    • Builds awareness rapidly with big larger than life, bold impact. Strong potential to create conversation and controversy leading to additional exposure on social media and other free media, significantly magnifying audience impressions.
  3. AMPLIFICATION & VALUE
    • Improves all media investments by increasing the reach of all channels, including TV and digital. Pure ad play, no programming or editorial content, so not disrupted by audience fragmentation like other media. Offers some of the lowest CPMs, and tied for #1 in consumer ad favorability.
  4. TARGETING
    • Targetability by geographic location or by key demographic groups with OOH ratings.
  5. SPEED AND FLEXIBILITY
    • Digital OOH offers instantaneous updating of message, and ability to make changes as much as needed.
  6. ENHANCES DIGITAL
    • Increases ROI for search 40%, more efficient at driving online activation than all traditional media and banner ads, and can increase internet reach by more than 2X in the afternoon.
  7. MOBILE ENGAGEMENT
    • Greatest level of engagement with consumers in the important half hour before key mobile activity such as search and social media activity.
  8. REACHES HIGH PROPENSITY VOTERS
    • Over-indexes with some of the most likely voters – adults 25-54, HHI $100K+, those with advanced degrees.
  9. REACHES DIVERSE VOTERS
    • OOH reaches voting minority blocs – over-indexes with Blacks and Hispanics.
  10. REACHES YOUNG VOTERS
    • Adults 18 – 34 are the segment most heavily engaged with OOH media.

All political sales materials are housed at oaaa.org.

 

Also, Insider thought we would add this political advertising video from Lamar which has some terrific ideas for marketing political advertising.

 


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