PX OOH Insights: Political Advertising

Political Advertising Place Exchange 2024

Effectiveness of Out of Home (OOH) Advertising

• OOH is highly effective for political advertising. Presidential elections are quickly approaching, and this year is forecasted to reach a staggering $15.9 billion in political ad spending.
• OOH has tremendous reach, comparable to or greater than TV and radio in major markets, but is much more cost-effective.
• OOH is unmissable, with high-impact, life-sized ads in the real world that can't be blocked or skipped.
• OOH indexes high against key voter populations, including high-propensity voters, minority voters, and young voters.
• OOH is fraud-free, activated in brand-safe environments that are bot-free and feature no deep fakes.

Trust and Engagement

• 58% of consumers trust messaging in OOH ads, higher than for any other channel.
• 91% of active voters commute every day.
• 68% frequently skip online ads due to digital device burnout.

OOH helps political advertisers establish trust, with messaging displayed in the physical world, in contrast to the echo chambers found online, in social media. While broadcast networks and newspapers suffer from diminishing and fragmented audiences, OOH is the only remaining mass media with the power to reach everyone and bridge the demographic and ideological divide.