3 Big Reasons Outdoor Advertising Should Be Part of Your ’22 Media Plan

As we near the end of the primary season and head into the general election sprint, the deluge of political ads arrives. Spending projections for the 22 midterm elections call for a record $9 billion in political dollars, which would make this year the most expensive midterm election in US history.

For political campaigns, this means diversifying ad spend will be essential by Election Day, and outdoor advertising (OOH) has both the reach and targeting options to be a key part of any media plan. successful.

Here are three reasons OOH should be in your plan this year:

1. The Ad Options Menu Is Bigger Than You Think

When advertisers think of OOH, billboards often come to mind. And while billboards are an important (and effective) part of the OOH advertising ecosystem, there’s a diverse menu of options for political advertisers: location-based ads in malls, restaurants, or gyms, bus shelters, carpool ads and guerrilla warfare. marketing styling options like wallscapes and murals.

In reality, the OOH ecosystem is huge, which is why AdQuick has built an automated OOH shopping platform. It used to be that navigating this array of options, sifting through restrictions that may be specific to certain locales, and then locking down purchases was a time-consuming and often confusing process.

AdQuick’s platform streamlines these options, allowing campaigns to access OOH inventory available nationwide in one place. We also simplify the buying process and provide access to the kind of data political advertisers need to make strategic investment decisions.

2. Data and targeting options are robust

Campaigns are going to be spending a ton of money on TV advertising by Election Day, and that’s to be expected. But political advertisers can make the same kind of data-driven decisions with OOH.

Our platform enables the audience targeting that is now essential for political campaigns. Advertisers can upload their own first-party data to create custom audience segments, and we have built-in, custom geo-targeting options for campaigns.

More importantly, AdQuick’s capabilities are cross-channel. We can combine OOH ad units across the country with CTV, OTT, social, mobile, desktop, audio streaming and direct mail retargeting options, allowing advertisers to reinforce their message by reaching voters across multiple channels.

3. Reach and trust matter in political advertising: OOH helps spread it

We already know that Facebook is renewing its ban on political advertising for the week before this year’s election. We also know that trying to rise above the ad noise on TV and digital is a perennial problem for campaigns (not to mention quite costly). OOH is perfectly positioned to deliver the extra reach political advertisers need and it does it effectively.

A look at some of the data: The Out of Home Advertising Association found that 90% of travelers noticed an OOH ad in the past month, and 85% recalled the actual message. Additionally, 74% of people say they have visited a business and made a purchase after seeing a directional OOH ad. OOH also consistently delivers some of the lowest CPMs of any traditional medium, delivering valuable reach at a cost that won’t squeeze your campaign budget.

Finally, trust and politics don’t exactly go together for many in the current environment. And this is another area where data demonstrates the value of OOH advertising. Recent research found that 58% of consumers said they were likely or very likely to trust messages from OOH ads over TV, social media, or other digital channels.

Want to find out how to integrate OOH into your political media plan? Check out our OOH toolkit for political advertisers. You can explore available ad units in your area, use our budget estimator to better manage potential costs, and discover similar markets for national or statewide campaigns.

To learn more about how you can harness the power of OOH advertising, schedule a free strategy session with an OOH expert.

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