Things to Know about Political Out of Home Advertising Campaigns

For Americans, this November is an important time to show up at the polls as all 435 seats in the U.S. House of Representatives and 35 of the 100 seats in the U.S. Senate will be contested to determine the 120th United States Congress. In addition, numerous state and local elections, gubernatorial races, and attorney general positions will also be decided by voters.

You’ve seen the TV ads and you’ve likely seen billboards promoting candidates and key measures. These ads are not only seen by constituents—they are trusted. A study conducted by the OAAA and Morning Consult shared that 68% of likely voters have seen, heard, or read political out of home (OOH) ads ahead of elections.

Even more impressive, "56% of those who have seen political OOH ads in the past year say they trust the ads to be truthful and accurate."

Our team has supported many campaigns with out of home advertising. But before we share some examples, here are a few key things you should know about running political advertisements.

What to Know: OOH Advertising for Political Candidates and Political Messages

Approvals: Not every out of home placement accepts political advertising, and some media owners have additional guidelines based on the type of campaign or messaging being promoted. To keep your campaign moving efficiently, our team works with vendors upfront to identify inventory that is eligible for political advertising before making recommendations. Note: While PJX Media will work closely with you to identify inventory that aligns with your campaign goals, final approval ultimately rests with each individual media owner.

Inventory Availability: It’s crucial to plan early. Political campaigns frequently compete for inventory in key markets, particularly during election season and in highly contested states or districts. Starting the planning process as early as possible provides greater flexibility, access to premium locations, and the best opportunity to secure inventory that supports your campaign goals.

Examples of Political OOH Advertising Campaigns

Agency Uses Two-Pronged Approach for District Candidates

The Applied Paradigms team uses a two-pronged approach for its campaigns. The first element is showing up and getting noticed within each district while presenting as endemic to local communities. Static billboards (bulletins) are carefully selected along key roadways where constituents pass by regularly to boost awareness. The agency then adds a more customized, grassroots touch with smaller posters in the windows of independent businesses to increase candidate and issue recognition ahead of election day.

Nonprofit Uses Programmatic Digital Out of Home for Speed and Scale

One APIA Nevada, a grassroots nonprofit building the civic power of the Asian American and Pacific Islander (AAPI) community in Nevada, wanted to reach Chinese and Filipino audiences across the state. With only a few days to prepare, a programmatic digital out of home (DOOH) campaign was activated with their agency Intersection. To reach people throughout different parts of their day, we leveraged media formats across apartment buildings, casual dining spots, convenience stores, gas stations, grocery stores, gyms, office buildings, and QSRs (quick-service restaurants).

To learn more about buy campaigns programmatically, check out our blog about programmatic DOOH for political campaigns.

Campaign to Empower Constituents

Organizations like USAFacts exist to provide Americans with a factual foundation to open their minds. According to its website, USAFacts makes neutral government data accessible to people across the political spectrum so they can become credible sources of truth within their social circles. Working alongside their agency, Fat Earth Media, our team supported the campaign with a network of bus shelters throughout the D.C. area. Creative assets were contextualized based on nearby institutions; for example, an OOH ad highlighting "Federal Spending" was placed near the Federal Reserve building.

OOH Experts Are Here to Guide You

Political advertising doesn’t have to be complicated. If you need assistance building a strategic OOH campaign ahead of November, we are ready to help. We have access to out of home inventory across the country. Get in touch today!