How Fast Can Political Advertising Campaigns Launch with OOH?
Political messaging is a dialogue. Committees, candidates, and organizations respond to the public using all forms of communication to impassion people toward their causes. Voters will continue to receive messages right up to Election Day. But with politics moving so fast, some political advertisers may think it’s difficult to take advantage of out-of-home advertising’s vast reach and respond to quickly changing conditions.
Launching traditional out-of-home (OOH) campaigns has its advantages, yet having ample lead time may not be the reality for advertisers. Digital OOH provides flexibility and is close to real-time, allowing political advertisers to respond to current events and significant political developments.
And this is where programmatic digital out-of-home (pDOOH) advertising shines, offering a compelling advantage when it comes to out-of-home: speed to market.
The Power of Speed
Programmatic advertising automates the discovery and placement of advertising space, using technology to replace manual workflows. Through buying platforms, campaigns can be designed to reach targeted markets, audiences, formats, campaign dates, and budgets. Because these platforms connect media buyers and media owners, the entire process is simplified. Campaigns can go live quickly, sometimes within hours.
Aside from the operational benefits and precise targeting, programmatic DOOH offers additional perks.
Additional Benefits of PDOOH:
Flexible Flights: Digital OOH is bought on impressions versus a standard flight period (usually 4 weeks), giving advertisers the flexibility to run for a short or long period of time.
Easy Optimizations: With a range of digital formats to choose from e.g. billboards, bus shelters, info kiosks, and even movie theaters, budgets have the freedom to deliver wherever their ads are accepted.
Production and Installation Savings: Advertisers can dedicate budgets to just the cost of media without having to consider the printing, shipping, and installation of materials.
Leverage Existing Assets: Advertisers can take existing image or video creatives and modify them to the necessary creative specs, allowing them to submit their ads for quick approval by media owners.
How We Can Help:
Out-of-home advertising meets audiences in the physical world, with traditional and digital having their respective advantages. If speed to conversation and speed to market are important to your message, consider using pDOOH. It allows political advertisers to be dynamic and responsive to what’s happening at a flexible level of investment.
At PJX Media, we provide strategy, media planning & buying, and share best practices to ensure your campaign goes live as quickly and efficiently as possible. We've collaborated with groups like Science Moms, a nonprofit group of scientists who are also mothers, advocating for climate change awareness. We’ve also worked with politically adjacent nonprofits like the AIDS Healthcare Foundation who raise awareness of community healthcare resources. For more info, check out our success stories.
