5 Must-Know OOH Advertising Tips for Political Advertisers Gearing Up for the 2022 Mid-Term Elections
The first Tuesday of November is only about three months away—that is, from the date this article’s publication—which basically means one thing: Politicians across the country at?all?levels of government are in the final sprint to the finish line of this year’s mid-term elections.
While many campaigns have already locked and loaded a big chunk of their political advertising plans in the lead-up to Election Day, there’s still plenty of time to amplify those efforts with strategic?and?highly targeted out-of-home advertising tactics. So, to get you off to a good start, here are a few tips for leveraging OOH ads effectively this election season.
Boost the stickiness and reach of political advertising with OOH ads
Politicians, PACS, and non-profit organizations with a political bent will pull out all of the stops to communicate their messages?and?get voters into the polls on Election Day. And knowing just how much is at stake during these mid-term elections—with some pretty heated contests across the country—political campaigns will have to wield every tool in their toolkit to claim victory on Election Day. Of course, this?should?include out-of-home advertising.
Funny enough, and despite our best efforts to help people see out-of-home advertising in an entirely new and data-driven light, there’s still a lot of misunderstanding around the power that OOH ads can have on driving consumers to action—at an unbeatable price (compared to other advertising channels). That’s why we thought it was about time to give you a quick refresher on how to make out-of-home advertising a core element of your political advertising campaigns.
1. Know the rules of political advertising
Political advertising is its own beast with a lot of very special rules (ahem, red tape). Check out this article where we went into the?ins and outs of political advertising rules?in more detail.
As a general rule of thumb, before making any kind of ad buy or investing time and money into developing OOH ad creative, be sure to double-check the rules that apply to political advertising or partisan messaging in your local area. While the Federal Election Committee (FEC) has laid out a number of blanket rules that apply to political advertising across all marketing channels, different states and cities—and sometimes media owners, too—can often choose to enact their own unique?rules and regulations?in addition?to those provided by the FEC.
Long story short: Be sure to do your research at the local level to ensure you don’t land yourself in an unexpected (and unwanted) advertising pickle. Because?no one?likes fines!
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2. Think beyond the billboard
When most people hear the words “out-of-home advertising,” their minds typically go straight to billboard ads. And true, while billboards make up a big chunk of OOH ad units today, there is a lot more to the out-of-home advertising ecosystem that many people fail to take into account. This includes (but is not limited to):
And the list goes on and on. However, keep in mind that there are quite a few limitations about what kind of OOH ad units you can tap into to run political—or rather, partisan—messages. So, be sure to check out?this article about political advertising rules?before locking in your ad buy.
But the moral of the story here is simple: If you’re interested in adding OOH ads into your marketing mix, it’s important to remember that billboards are just?one piece?of the puzzle.
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