Ken Klein’s 10 Political Ads that Showcase OOH Capabilities

 

 

Political Ads that Showcase OOH Capabilities

 

 

By Ken Klein
Ken Klein is EVP of the Out of Home Advertising Association of America, OAAA

 

 

 

Here are 10 political ads . . . and why I like them:

 

• Crowd-funding (anybody can express a view)
  President Trump supporters, calling themselves “deplorables,” bought this Trump2020 billboard from DDI Media, based in St. Louis:

 

• Long Reach
  Out of home political ads connect with hard-to-reach voters in multiple languages, like this “Get Out The Vote” poster in Spanish, sponsored by the Democratic National Committee in battleground Arizona (Encompass Media Group).

 

 

• Effective
  After the 2000 Census, David Scott ran for Congress in a newly drawn district in metro Atlanta, relying heavily on billboards. He won then — and since then — using billboards. Here is Congressman Scott’s billboard for the 2020 primary. He won. 

 

• Part of our culture
  Set in fictional Deerlaken, Wisconsin, Jon Stewart’s film “Irresistible” (released in June) is a satirical commentary on modern politics. The campaign for mayor revs up when the incumbent buys a billboard.

• Localization
  Reaching out to swing voters in battleground states, an anti-Trump group posted billboards that feature the hometowns of voters for Joe Biden.

 

 

 

•  Homemade
  A billboard bulletin is 48 feet wide. This Trump sign is 170 feet, made with hay bales in rural Virginia.

 

• Not all creative comes from slick, far-away consultants
  Most ad-spend in out of home media supports local and state candidates/causes. I like this ad (Wingate Media in Tennessee) because it’s authentic/real.

 

• Into the hands of voters
  How much closer can your ad get to voters? (Encompass Media Group)

 

• Publisher role
  Out of home advertising is a form of media. Like other media, out of home has publishers.
  As publishers, some out of home media companies decide to post their own political messages on their inventory, such as Roland Digital Media.

 

• Social media boomerang
  Out of home political ads create buzz, generate publicity, and boomerang on social media, like this truck-side mobile display (do it outdoors media).