Navigating the Boom in Political Advertising
The following post was originally published by Wide-format Impressions. To read more of their content, subscribe to their newsletter, Wide-Format Impressions.
In the context of the rapidly evolving political landscape and the anticipated surge in political advertising for the 2024 elections, understanding best practices for political advertising in out-of-home (OOH) media is crucial. As political spending is expected to surpass $10 billion, focusing on battleground states and Senate races, wide-format print providers and OOH media companies face unique challenges and opportunities.
An article from Billboard Insider featuring insights from OAAA's Mike Hershey caught my eye. The article guides wide-format PSPs and OOH companies navigating this complex environment, emphasizing the importance of fair rates, compliance with disclosure rules, and the discretionary nature of accepting political ads.
The key takeaways include:
- Anticipated increase in political advertising spending for the 2024 elections, emphasizing the importance of this sector in OOH media.
- There is a significant focus on seven key presidential battleground states and related U.S. Senate races.
- Importance of wide-format print providers and OOH companies maintaining standard rates and avoiding discrimination in political ad sales.
- Adherence to federal and state disclosure rules regarding ad copy in political advertising.
- Understanding that there is no obligation to accept political ads.
For detailed insights, the article can be read here.
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Denise Gustavson is the Editorial Director for the Alliance Media Brands — which includes Printing Impressions, Packaging Impressions, In-plant Impressions, Wide-Format Impressions, Apparelist, NonProfitPRO, and the PRINTING United Journal — PRINTING United Alliance.
