Political advertising buys are focused on the measurables: Nielsen viewership reports, radio ad plays, voter households dialed, mailers delivered and, above all, polling and voting results.
Out-of-home (OOH) advertising (billboards, street furniture, digital place-based media, cinema, street teams, etc.) has become increasingly measurable, is able to reach a hyper targeted demographic and is an effective compliment to tv, print, radio and mobile political campaigns.
Traditional outdoor companies have been bringing the digital element to their products for years. The same benefits that advertisers enjoy with digital place-based products – such as shorter turn-around times and lower production costs, are available with traditional media like billboards, bus shelters, newsstands and transit.
MediaLife posted a couple of examples of advertisers taking advantage of the greatest advantage of digital out-of-home and digital place-based media – the ability to create live, customized messaging.
Two simple, yet non-traditional examples were from a local radio station in Louisville displaying currently playing songs on a digital billboard asking passers-by to tune in, and secondly the Turner Networks posting up-to-the minute scores from the NCAA men’s basketball games.
As advertisers start experimenting with the power of digital media, expect to see more creative executions like this – perhaps even your face on a four story digital screen in times square!
Read the MediaLife article here: ‘Say, Looks like they’re playing our song’ Billboard streams titles of songs being played by a radio station.
