"2024 is shaping up to be the biggest global election year yet. While the international spotlight is on the US presidential election race, more than 60 countries will have held regional, legislative, and presidential elections by the end of the year, according to Politico. For constituents, this has translated to a barrage of non-stop campaign ads across TV, radio, mobile devices, the internet, direct mail, billboards, and more."
"In fact, forecasts predict the 2024 election cycle will shatter political advertising records with GroupM estimating US political ad spend to reach $15.9bn this year, and Insider Intelligence projecting a 30% increase compared to 2020, according to Reuters. Due to the reach and local advantage that out of home (OOH) advertising provides, coupled with challenges presented by an ever-evolving digital political advertising landscape, election advertising across OOH inventory is expected to grow by the end of the year. Let's take a closer look at why."
A surge in global elections has driven a marked increase in out-of-home (OOH) advertising deployment worldwide. More than 60 countries will hold regional, legislative, or presidential votes in 2024, producing continuous campaign messaging across TV, radio, mobile, internet, direct mail, and billboards. Forecasts project US political ad spend of $15.9bn and a 30% rise compared to 2020, indicating record-breaking election expenditures. OOH benefits from wide reach and local targeting, making it attractive as digital platforms impose varying political-ad restrictions and as AI complicates online political advertising. Election advertising across OOH inventory is expected to grow through the year.
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