By Debbie Thompson (Cleveland Outdoor Advertising)

The presidential debate in Cleveland (September 29) — no matter your politics — spotlighted important points about out of home media.

1.) A variety of competing voices speak via our medium

Prior to the Trump-Biden debate at Case Western Reserve University, a small group called Artists United for Change pooled together crowd-sourced money to buy billboards from the airport to the debate hall.

The artists’ group posted quotes from President Trump, accompanied by creative from various artists. As intended, this localized anti-Trump buy boomeranged around the internet/social media/mainstream media, amplifying this small group’s message far beyond Cleveland.

Meanwhile, Trump supporters also are using out of home media, such as this Trump2020 billboard in Waynesville, OH (population 3,136), paid for by local supporters.

These current political buys (in Ohio) showcase that our medium is an appealing, effective platform for diverse voices, large and small.

In battleground states, the Democratic National Committee (DNC) posts billboards to “get out the vote,” intending to help the Biden-Harris ticket.

2.) Targeting

The artists’ nine-billboard campaign in the Cleveland market was timed to coincide with the presidential debate (and the news media it attracted to Cleveland).

A pro-Biden group is using billboards to target swing voters in neighboring Pennsylvania.

3.) Growth

 Political advertising is a growth category for out of home media, up 56 percent through July compared to the first seven months of 2018 (and up 47 percent compared to a similar period of 2016), says Kantar media tracking service.

Most of this business is for local and state candidates and causes.

 4.) The Right to Reject Copy

I welcome the business, but there are limits to what my company will accept. If political claims are untrue or cannot be verified, then those messages do not belong on my inventory.

Thank you for the chance to share my thoughts, in conjunction with the first presidential debate.

Best wishes from Cleveland, home of the Rock & Roll Hall of Fame and the 2-1 Cleveland Browns.

(Debra Abdalian-Thompson is president of Cleveland Outdoor Advertising; and serves on the Board of Directors of the Out of Home Advertising Association of America)

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