With the U.S. forecast to generate historical levels of political advertising in both local and national campaigns in 2024, OOH is well positioned to produce yet another record of political ad spend. New research from OAAA and Morning Consult highlights the value of OOH ads to reach, inform, and influence voters in a critical election year.
Key proof points from the study include:
- 68% of likely voters have seen OOH political advertising
- 56% of likely voters who have seen OOH political ads in the past year trust them to be truthful and accurate
- 49% of likely voters who have seen OOH political ads in the past year say the ads are personally influential, including 20% who rate them very influential
OOH political advertising over indexes with many of today’s most important voting blocs – both younger and multicultural audiences, along with highly educated and higher income households – a clear reason why political advertising spend in OOH has doubled from 2014 and 2022.
The survey also found more than three out of seven likely voters shared OOH political ads help inform them about political candidates (45%) and policy issues (44%). In a year when every vote will be coveted by campaigns, the research shows a majority (58%) of those exposed to “Get Out The Vote” (GOTV) campaigns say it made them more likely to vote. Importantly, nearly a third (29%) of survey respondents who have recently seen GOTV campaigns saw it in an OOH ad form, underscoring OOH’s power to drive voter action.
OAAA members should download these important resources to help fuel their political ad spend sales efforts:
- The Influence of OOH Political Ads Full Study
- The Influence of OOH Political Ads Infographic
- OAAA OOH Political Primer
Source: Morning Consult
“Influence of OOH Political Ads” was sponsored by The Foundation for Outdoor Advertising Research and Education (FOARE), a 501 (c) (3) not for profit, charitable organization.
Published: March 14, 2024