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The Continuing Role of DOOH in Effective Political Advertising Campaigns

In the 2019-2020 election cycle, total political advertising spending reached $8.5 billion across major media. This is as much as 100% higher than the spend for the 2017-2018 election cycle.

The majority of this spend continues to go to broadcast and TV channels despite significant drops in TV viewership and ‘cord cutting’. Continued declines in newspaper readership, inefficiencies in other media and brand safety concerns with social media has continued to create major challenges for campaign planners. All of this suggests that Digital Out of Home makes more sense more than ever.

Studies show that DOOH recall for political ads is as high as 48%. 22% state that DOOH ads have influenced their opinion of an issue or candidate. DOOH tends to resonate with potential voters.

Strengths of DOOH include its ability to reach voters locally, regionally, and nationally.

DOOH plays well with other media, enhancing some of the shortcomings common with those formats. The targetability allows campaigns to pinpoint their campaigns to the audience they are looking to reach- who are receptive to their messages.

In this dynamic age of everchanging messaging, DOOH is up to the task. The ability to change messages frequently and quickly are some of the many strengths of the medium. Static or video messaging allows for the flexibility necessary to manage the changes in campaign communication.

Proposed regulation in ad placements continue to be a concern, particularly around issues such as privacy and data. These issues are not a concern with DOOH again making this tactic more practical than ever.

NRS manages a DOOH advertising network in independent retailers such as C-Stores, independent grocers, Bodegas, liquor and tobacco stores in 45 states and 152 DMAs. In over 10,000 venues, the network of 12,000 DOOH screens allows a campaign the ability to reach an Urban, multicultural audience when they are receptive to campaign messaging. The right message at the right place at the right time.

Sources: OAAA, Forbes Magazine, Nielsen