By Kohei Adams | Operations Manager, BillboardsIn
With political advertisers currently dominating the outdoor ad space, what does that mean for small business advertisers who don’t fall under the political umbrella, but are still looking to advertise during this time?
Voting season is quickly approaching, and with it comes the abundance of political advertisements across all channels–TV, online, radio, and, of course, out-of-home (OOH)—for messages ranging from advocacy to promoting a candidate, on levels ranging from national to local.
Ad spend increases during election years, with 2024 being no different. In those years, political advertisers typically dominate the space, and for good reason: OOH has the distinct advantage of being a medium built for reaching a wide variety of people in very specific locations, making it a highly sought-after solution for those in politics.
Looking for views from voters who live in a particular school district? Aiming to reach commuters who travel east on an interstate highway? Trying to hit those who frequent the post office? OOH can—and does—do all of that.
So how do you as a small business manage to successfully run an ad campaign amidst all of these political players?
Book your ad space as soon as possible; time is of the essence. Ad space fills up early and fast leading up to November, so it’s crucial to jump on it early and book your campaign as soon as possible.
While this is especially pertinent to billboards, which have longer lead times and far more limited spots, it also goes for other OOH ad formats such as TVs in restaurants, transit advertising, street furniture, and movie theater ads.
Familiarize yourself with the industry and any potential guidelines. If you’ve never booked out-of-home advertising space, make sure you’re up-to-date on industry standards such as typical timeframes, CPM (cost per thousand impressions), and production costs and processes—maybe even meet with an advertising expert to talk it all over and get a sense of how it works.
Plus, there are some guidelines to consider, even if your ad wouldn’t typically be viewed as “controversial.” For example, if your advertisement falls under the “adult” category, or perhaps promotes alcohol or smoking, you need to keep some standard design guidelines in mind, as well as be aware that your desired location(s) may not permit your advertisement.
Possessing the relevant knowledge will help you book your campaign with ease during the political season, and when you’re ready to get started, you can head on over to BillboardsIn to view and purchase available OOH ad options in your desired area via an interactive map.
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