Let me be honest with you: I’m a huge fan of spending money on billboards and any type of Out-of-Home advertising for political campaigns which has got nothing to do with my professional inclination. Apparently, I’m seeing them used effectively in a few number of campaigns for the forthcoming national election. Perhaps, all the Politicians are well informed by those coordinating their campaigns that to reach more voters and enhance their political campaign they need outdoor media that allows you to GO BIG and GO ANYWHERE!
GO BIG with Out-of-Home media type like billboards that greatly increase the visibility of your message in a given area, and GO AYWHERE with Out-of-Home media type like mobile billboards that put your message on wheels and give you the flexibility of going wherever you want! Outof- Home media also offers so many other types of media platforms like the Lamppost banners that are currently in high use within major cities by Politicians. The Lamppost provides frequency to the political campaign and ensures message delivery through repetitiveness.
However, some opposition claim that, “we are witnessing on Lamppost platform a lot of shoo-in candidates with no serious opposition and unbeatable incumbents are using up all available street light poles in their various states to splash their face across their district ahead of the April election”. Personally, I can’t blame them as the reason is obvious, they are all aware of the power of Out-of-Home advertising and how billboards work such that every candidate wants to spend all of their money on them, too and are looking for a chance to do so.
Every Political candidate now knows that he or she needs to get his or her name and face on as many billboards as possible, and there’s not much you can do to convince him otherwise because no other medium can deliver the audience that outdoor delivers. Interestingly, purchasing political billboards is not as easy as many would assume, it is actually not a task for a lazy campaign coordinator. To ensure you put the face of the Political candidate in front of millions of voters you need to acquire enough outdoor platforms that would deliver the audience. Billboards, obviously, make a candidate feel good by ensuring that heis getting his message and his name out there. In addition,they make the candidate feel important, because his nameand face are right there, fifty feet in the air, for everyone who drives by to see.
Why should you consider Out-of-Home media as part of your Political campaign media mix? Because outdoor will simultaneously amplify your message and increase your penetration in the specific areas that you choose with dramatically increased message size and repeated viewings by voters over a long period of time. It can also be used very effectively over short periods of time like your campaign’s final, last-minute push or last-minute campaign periods, outdoor would put them together all the time!Outdoor ads will stand out from the plethora of your competitors’ ads found on TV, radio, in newspaper – and on smaller media like leaflets. They will also give your other media increased punch by complementing them in a BIG way and completing your branding mix. Outdoor may also be the one media that your competitors are not buying enough or can’t buy enough due to non availability and budget thus allowing you to further distinguish the message that you have crafted from the clutter of competing voices.
Now the million dollar question: Do Posters Win Elections? This question can only be answered by looking at past elections on the global scene and using facts coupled with figures to arrive at a conclusion.
The Obama campaign’s final push to the White House included Out-of-Home Advertising:Outdoor wastapped by Obama for America to help with their final message push to get voters to the polls in key battleground states. Obama’s marketing team turned to the out-of-home palette at crunch time —recognizing that outdoor advertising offers some of the best ways to take a message to the streets of America, and quick!
The 11th hour leading up to Election Day, outdoor worked for The Obama for America from late October 2008 through election night with the use of mobile OOH media across 13 must-win states. Out of the 13 states with a mobile outdoor media message for Obama, 12 were won! The Obama team used 50 mobile billboards in 28 cities and 13 states, and the ever-hip mobile projection—capableof displaying a very cool video on walls throughout crucial, crowded urban areas. OOH was integrated with the fuller campaign: The Obama for America team very wisely tied their SMS / text messaging and online campaign in with their mobile billboards and projections. The creative on each vehicle referenced where citizens could log on or text to get voting info.
We all know the result; Obama won the election and became first black presidentof USA.
By BABS Fagade
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