The 2022 election cycle should hit a new record for midterm political ad spend, and reach almost $9 billion, which would be a 130 percent increase over 2018. In 2020, OOH political ad spend grew 65 percent over the previous presidential election year of 2016, so 2022 presents the industry with immense opportunity.
Here are important insights to help OAAA members leverage this opportunity:
- 65% of OOH political ad spend was placed in the third and fourth quarters from 2012 – 2021, including 40% in the fourth quarter alone.
- Almost ninety percent (88%) of all OOH political ad spend is from local and state campaigns (does not include races for US Congress or US Senate).
- Key states for US Congressional and Senate races are AZ, FL, GA, NV, MI, NC, OH, PA, and WI, which will put pressure on local TV and radio inventory, creating even more opportunity for OOH both within and outside of the political category.
- US adults are noticing OOH advertising at significantly higher rates than before the pandemic:
- 43% of adults 18+ are noticing more
- 59% of Millennials adults are noticing more
- 62% of adults in cities of 1M+ population are noticing more
- 63% of Gen Z are noticing more
To assist members in navigating this unique category, OAAA publishes a bi-annual OOH Political Primer, and the 2022 version is now available (click the link to download the presentation). The contents cover:
- How Political is Different from General Market Advertising
- OOH Proof Points For Political Advertising
- 2022 Preview and OOH Political Ad Spend Opportunities:
- OOH Political Case Studies
- OOH Political and Advocacy Campaign Ad Examples
As the OOH industry works to build even greater political ad spend success, it’s imperative to understand the category’s uniqueness. OAAA’s Political Primer and additional resources are highly useful tools to help members in their efforts to educate campaigns on the viability of OOH as part of their political media strategies.
The top ten proof points on the value OOH brings to political advertisers include:
1. ALWAYS ON – BREAKS THROUGH CLUTTER
Cannot be delayed, skipped, turned off, or cord-cut, and produces the highest levels of ad recall.
2. BUILDS AWARENESS & BRANDING/NAME ID
Builds awareness rapidly with BIG larger than life, bold impact. Strong potential to create conversation and controversy leading to additional exposure on social media and other free media, significantly magnifying audience impressions. Offers a high level of brand safety.
3. AMPLIFICATION & VALUE
Improves all media investments by increasing the reach of all channels, including TV and digital. Pure ad play, no programming or editorial content, so not disrupted by audience fragmentation like other media. Offers some of the lowest CPMs and tied for #1 in consumer ad favorability. 85% of US adult OOH ad viewers find them useful.
4. TARGETING
Targetability by geographic location or by key demographic groups with OOH ratings and technology.
5. SPEED AND FLEXIBILITY
Digital OOH offers instantaneous updating of message, and ability to make changes as much as needed.
6. ENHANCES DIGITAL
Increases ROI for search advertising by 40%, and more efficient at driving online activation than all traditional media and banner ads.
7. MOBILE & SOCIAL ENGAGEMENT
57% of US adults 16+ report OOH ads have recently prompted them to take an action: 43% visited the advertiser’s website, while 39% searched for more information about an advertiser or product. Two-thirds (67%) of both Gen Z and Millennials have seen an OOH ad reposted on social media.
8. REACHES HIGH PROPENSITY VOTERS
Over-indexes with some of the most likely voters – adults 25-54, HHI $100K+, those with advanced degrees.
9. REACHES DIVERSE VOTERS
OOH reaches voting minority blocs – over-indexes with Black and Hispanic Americans.
10. REACHES YOUNG VOTERS
Adults 18 – 34 are the segment most heavily engaged with OOH media.
SOURCE: Benchmarketing, The Harris Poll, Kantar, Morning Consult, Nielsen, Solomon Partners, Wall Street Research