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 * Election-Year OOH: How to Stay Brand Safe & Lock in Your Media

 


ELECTION-YEAR OOH: HOW TO STAY BRAND SAFE AND LOCK IN YOUR MEDIA


March 5, 2024

For the media world, election years always bring excitement, opportunity, and
increased demand. But for advertisers outside the political realm, they often
present two big challenges. The first is how to maintain brand safety in today’s
contentious political environment. The second is how to keep advertising plans
in “business as usual” mode despite limited media supply as political groups
looking to secure a space lock down inventory further in advance.

For advertisers seeking brand safety, OUTFRONT’s Political Avoidance Network is
the haven you’ve been looking for. On these 2,000-plus billboard assets plus our
transit media offerings, brands need not worry about their messaging running
alongside troublesome political content. That’s right, there is absolutely no
political advertising allowed on this network.


Our Political Avoidance Network includes:
 * Transit: OUTFRONT’s transit partners in markets like New York, Boston,
   Washington, D.C., and San Francisco do not allow political advertising.
 * High Impact Neighborhoods: Entire areas of cities like DC and San Francisco
   are zoned out for political advertising, meaning less noise for an OOH
   campaign to compete with.
 * Restricted Roadside Digital: Digital inventory is zoned out for political in
   markets like NYC, San Francisco, Las Vegas, Atlanta, and Miami.
 * Lifestyle Centers: Get closer to luxury shoppers and entertainment seekers
   along the last mile of the customer journey at places like The Grove in LA
   and Miami’s City Place Doral.


Traditional static out of home can offer advertisers 100% share of voice,
ensuring protection from your message being sandwiched between political
advertisements that don’t align with your brand. And while OOH is one of the
most trusted mediums for Gen Z and Millennial audiences (SOURCE: MediaPost), the
fact that it drives 7x more social activations than any other media (SOURCE:
Comscore, 2022) means that it is critical for brands to protect their messaging
and reputation by activating where they can be seen without interference.


As for supply and demand pressures, the numbers speak for themselves: Political
media spending is expected to surpass $10B for the 2024 elections and already is
outpacing previous cycles. Jurisdictions that allow political advertising are
already feeling the pressures of increased demand for the months leading up to
the November elections. Here are a few things media buyers should keep in mind
as they try to strategically plan their 2024 spend:



 * Political OOH spend has increased the last two election cycles. OOH saw a
   surge of momentum during the 2020 cycle, only to be topped by even higher
   spend during the 2022 midterm cycle. Political strategists, campaigns, and
   political action committees (PACs) have been finding more ways to leverage
   OOH as part of their media plans in recent election cycles, thanks to the
   creative flexibility and quick activation capabilities of digital out of
   home, the expansion of programmatic channels, and the heightened awareness
   about OOH’s effectiveness in driving action.


 
(SOURCE: OAAA)



 * Candidates aren’t the only buyers. Ballot initiatives also drive big
   spending. States with contentious ballot initiatives will see added demand
   for inventory as more groups (on both sides) will be invested in advertising
   in those markets to influence voters. States where booking early is
   especially important include Florida, Arizona, California, Georgia,
   Pennsylvania, and Michigan.
 * More political advertisers are spending earlier. With this year’s nominees
   all but decided before the first vote was cast, the 2024 Presidential
   primaries are less influential. However, that lack of action has meant that
   both major party candidates have started raising and spending money earlier
   than in a normal cycle. Add in all the highly competitive local, state, and
   federal races, and there are more advertisers, with more money, spending it
   earlier than ever before.


Need some help steering your brand around the pitfalls of political season? We
can put your brand everywhere that you want to be – and nowhere that you don’t.
Contact us today to learn more.

Author: Lindsay Kramer, Senior Director, Client Strategy & Solutions @ OUTFRONT

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