Srikanth Ramachandran, the Founder and Group CEO of Moving Walls Group, is a leader in the adtech and enterprise SaaS sector for the OOH media industry. As the 2024 general elections approach, media’s influence in politics remains crucial, with online platforms becoming a key player in engaging with voters and shaping public opinion. Social media allows candidates to directly connect with millions, enabling them to tailor messages and target specific demographics, similar to the hyperlocal targeting opportunities created by the digitization of out-of-home media in the real world.
In the world of election advertising, digital screens in the real world present an innovation opportunity that many have yet to explore fully. While traditional posters and flags have been the go-to for campaigns, there is potential for utilizing digital screens to reach voters in a more targeted and engaging way. With the increasing trend of hyperlocal marketing, campaigns are adopting strategies to capture the attention of potential voters in various locations, intensifying their efforts closer to voting day to make every touchpoint count.
The physical world has undergone a digital evolution, with digital screens now ubiquitous in public spaces, offering modern digital out-of-home advertising opportunities. From airports and train stations to shopping malls and roadside billboards, digital displays have become an integral part of the urban environment, capturing the attention of passersby and commuters. Advertising screens in taxis, gas pumps, and even moving media like LED trucks provide exposure to targeted messaging throughout the day, with content changes based on predefined rules or real-time signals.
Digital signage offers campaigns the opportunity to prime audiences by strategically placing messages in locations where voters navigate, ensuring relevance and resonance across diverse demographics. By utilizing location and time-sensitive messages on digital signage, campaigns can extend their reach and influence supporters to amplify their message through grassroots efforts and digital advocacy. While digital OOH advertising differs from mobile and desktop advertising in its 1-to-many nature, effective content strategies can ensure a successful advertising campaign.
In the quest to reach and influence voters, the integration of digital screens may provide a less competitive and saturated edge compared to online platforms. Leveraging digital OOH advertising effectively could help build a sustained presence beyond traditional static posters and billboards. Campaigns can treat digital OOH advertising similarly to other digital screens for planning and booking media, but content strategy nuances must be taken into consideration to deliver an impactful campaign. By understanding how voters navigate digital spaces and tailoring messages to reach them at the right moments, campaigns can maximize the potential of digital OOH advertising in the 2024 general elections and beyond.