As the 2024 US presidential election approaches, many non-political brands have found themselves in a tricky position. The media landscape has become increasingly cluttered with political ads, news coverage and polarizing content, making it challenging for marketers to capture their audience’s attention without getting entangled in the political fray. And with political ad spending reaching new record highs, some brands may even opt to “go dark” rather than spend resources competing for ad space or risk having their message placed alongside controversial content.
While this may seem like the best short-term solution, pausing your advertising can have lasting effects on brand affinity and customer preference. Instead of going dark, how can you shift your media strategy to maintain visibility and avoid the political noise? This is where digital out-of-home (DOOH) advertising emerges as a brand-safe solution.
Here’s why DOOH offers non-political brands a strategic advantage during politically charged times:
Take more control over your placements
Through targeting solutions like behavioral audiences, proximity targeting, geotargeting and inventory targeting, DOOH allows you to exercise greater control over where and when your ads appear. This allows you to concentrate on creative expression and visibility without the worry of your brand being associated with unwanted political contexts. Learn more: How to target your audience with DOOH
Leveraging private marketplace (PMP) advertising can also help you feel more confident and in control when executing your campaign. By working directly with media owners to plan your buy and choose your screens, you can ensure your ads are displayed in trusted environments and protect your brand reputation.
Combat ad clutter and fatigue
Election cycles are notorious for ad saturation, particularly on TV, digital and social platforms. This deluge of political ads can lead to ad fatigue among consumers, causing even well-crafted brand messages to get lost in the noise. DOOH offers an escape from this clutter, providing a fresh and impactful way for brands to reach their audiences in the real-world without competing directly with political content.
Better yet, DOOH ads cannot be skipped, turned off or ignored like other forms of advertising! This ensures your ad will be seen and you aren’t losing money on missed ad impressions.
Benefit from increased flexibility
One of the standout features of DOOH is its flexibility. Brands can quickly adjust their messaging, and campaigns can be paused, modified or activated with ease. This adaptability is particularly valuable in a fast-changing media landscape amid a complex political backdrop.
Avoid online toxicity and misinformation
Social media and online platforms can become highly polarized during election periods, especially with the aggressive discourse and spreading of misinformation. By shifting your resources to DOOH, you can sidestep this environment and ensure your messaging remains positive and inclusive.
Protect your brand’s reputation
Navigating the politically charged atmosphere of digital and broadcast media during elections can be challenging. By leveraging DOOH, you can maintain a neutral stance and focus on your core messaging without getting entangled in political debates. This not only helps protect your brand reputation, but also ensures a clear, consistent communication strategy.
High visibility and impact
DOOH is known for its visual impact. It provides a platform for creative expression that stands out in physical spaces, offering memorable brand experiences. For example traditional, printed billboards enable you to stand out in high traffic areas, while digital formats offer dynamic and interactive elements to better resonate with your audience. This allows you to create engaging experiences that leave a lasting impression as your audience moves throughout their day.
In summary, while many media channels are becoming increasingly complex and politically charged, DOOH presents a unique opportunity for brands to maintain visibility and engage audiences in a non-political, impactful manner. Want to get started on your digital out-of-home journey? Contact us today!
