With the 2024 UK general election campaign now in full swing, the use of out-of-home (OOH) advertising is experiencing a significant shift.
Here are five key trends shaping the landscape:
1. Programmatic DOOH: A Timely and Relevant Tool
Since 2020, the rise of programmatic digital out-of-home (pDOOH) has revolutionised the way political advertisers engage with audiences. Its ease of activation and flexible buying options have attracted both established and first-time OOH buyers. This shift has led to shorter campaign bursts, strategically timed around significant events, rallies, and key registration deadlines.
2. DOOH Creative: Keeping Pace with the News Cycle
The ability to modify creative assets throughout a DOOH campaign has proven instrumental in dismantling a historical barrier to entry for political advertisers. Today, savvy advertisers are harnessing the power of location-based targeting and dynamic messaging to create impactful conversations with their audiences. This is exemplified by issue-based groups deploying over 80 different creative iterations across multiple regions, adapting their messaging to align with the latest news developments.
3. Social Out of Home: Bridging the Digital Divide
Brands have long recognised the potential of OOH to generate social engagement, extending their reach beyond the billboard itself through social media channels. Political campaigns are now embracing this trend, using OOH as a content driver by sharing images of their ads, promoting their messages, and encouraging donations. Furthermore, grassroots movements are using crowdfunding to fund political billboards, demonstrating the power of OOH to translate seamlessly into the digital realm.
4. Local Races and Issue Groups Shine
Despite a relatively muted presidential campaign with slow spending on both sides, the 2024 OOH landscape has outpaced its 2020 predecessor. The emergence of new channels like programmatic, coupled with the increased participation of issue groups and local candidates, has created a more diverse and active OOH market. This is particularly evident in the primary races, where candidates are embracing OOH earlier in the campaign cycle, rather than waiting until the general election.
5. OOH: A Strategic Priority, Not an Afterthought
While the typical OOH buying cycle remains short and reactive to fluctuating polls, news cycles, and targeted regions, political strategists are increasingly integrating OOH into their media plans from the outset. This shift represents a significant departure from previous cycles, where OOH was often considered a last-minute option for allocating leftover budget.
Conclusion
The evolving role of OOH advertising in the 2024 UK general election is a testament to its ability to connect with audiences in a meaningful and impactful way. Its flexibility, reach, and ability to integrate seamlessly with digital platforms have made it a strategic media channel for campaigns and issue groups of all sizes. As the election cycle progresses, we can expect to see further innovations and creative executions in the OOH space, shaping the conversation and ultimately influencing voter behaviour.