{"id":650,"date":"2021-04-19T07:00:46","date_gmt":"2021-04-19T11:00:46","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/04\/19\/no-off-season-for-political-out-of-home-ads\/"},"modified":"2021-04-19T07:00:46","modified_gmt":"2021-04-19T11:00:46","slug":"no-off-season-for-political-out-of-home-ads","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/no-off-season-for-political-out-of-home-ads\/650\/","title":{"rendered":"No \u201cOff Season\u201d for Political Out of Home Ads"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376247 = window.plc376247 || 0;\n            document.write('<' + 'div id=\"placement_376247_' + plc376247+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376247, [300,250], 'placement_376247_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376247++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><strong><em>By Ken Klein, executive vice president of the Out of Home Advertising Association of America, OAAA<\/em><\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When President Joe Biden visited Pittsburgh to pitch his infrastructure bill, environmentalists urged him to \u201cGo Big\u201d on Covid recovery. Their media platform: <em>\u00a0<strong>billboards<\/strong>.<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Days later, Democrats launched an aggressive multi-state billboard campaign to thank Biden and Democratic senators for passing a $1.9 trillion Covid relief bill.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This so-called \u201coff season\u201d spate of political advertising \u2014 months after the election \u2014 showcases three key points about out of home media:<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>There is no \u201coff season.\u201d <\/strong><\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">Kantar media tracking service says political-ad spending on out of home media increased 64 from the 2016 presidential election year to 2020. The OOH political-ad category posted strong gains despite the pandemic. Out of home buys, this year from sophisticated, deep-pocket customers show that trend continuing.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cOut of home ads cause consumers to look, read,\u00a0and think (twice) about a subject,\u201d says Nancy Fisher of Wilkins Media. \u201cCampaigns that maximize out of home can utilize the space to generate publicity, layer social media content, increase activity on-line, and\u00a0stir up interaction in society, which ultimately, is the cause and place for change; their raison\u00a0d\u2019etre.\u201d<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>A wide variety of voices \u2014 across the political spectrum \u2014 are drawn to ad formats outside the home.<\/strong><\/p>\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/www.advertisingweek360.com\/wp-content\/uploads\/2021\/04\/1.jpg\" alt=\"\"\/><\/figure>\n\n<p class=\"wp-block-paragraph\"><strong>Green New Deal Network billboard in New Jersey; truck side ad in Binghamton, NY<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The Green New Deal Network, which posted billboards in Pittsburgh aimed at Biden, also promoted its recovery legislation (the THRIVE Act) in targeted congressional districts. https:\/\/ www.greennewdealnetwork.org\/pittsburgh-billboards<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In Georgia, voting-rights groups used billboards and wall projections to urge Coca-Cola and other corporations to oppose new voting requirements. The Coca-Cola Company issued this statement from its Chairman and CEO James Quincey: \u201cWe want to be crystal clear and state unambiguously that we are disappointed in the outcome of the Georgia voting legislation.\u201d <a href=\"https:\/\/www.coca-colacompany.com\/media-center\/georgia-voting-legislation\">https:\/\/www.coca-colacompany.com\/media-center\/georgia-voting-legislation<\/a><\/p>\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/www.advertisingweek360.com\/wp-content\/uploads\/2021\/04\/2.jpg\" alt=\"\"\/><\/figure>\n\n<p class=\"wp-block-paragraph\">The Republican Accountability Project launched a $1 million billboard and TV campaigin to support Republicans in Congress who voted to impeach and convict former President Donald Trump. <a href=\"https:\/\/accountability.gop\/thank-you-billboard-campaign\/\">https:\/\/accountability.gop\/thank-you-billboard-campaign\/<\/a><\/p>\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/www.advertisingweek360.com\/wp-content\/uploads\/2021\/04\/3.jpg\" alt=\"\"\/><\/figure>\n\n<p class=\"wp-block-paragraph\">After the Democratic-controlled Congress approved Biden\u2019s $1.9 trillion Covid-relief bill, the Democratic National Committee placed billboards in 20 states thanking the president and gigging opponents (Republicans said the bill was bloated and partisan).<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/www.advertisingweek360.com\/wp-content\/uploads\/2021\/04\/4.jpg\" alt=\"\"\/><\/figure>\n\n<p class=\"wp-block-paragraph\"><strong>A single billboard can resonate<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Millions around the globe saw a highway billboard in Albany, NY, urging Governor Andrew Cuomo, D-NY, to resign. Fed up with Cuomo, Brian Olesen paid for the Albany billboard; his viewpoint was amplified far beyond Albany.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/www.advertisingweek360.com\/wp-content\/uploads\/2021\/04\/5.jpg\" alt=\"\"\/><\/figure>\n\n<p class=\"wp-block-paragraph\">TV news sites quoted Olesen\u2019s social media posts. The UK edition of <em>The Guardian,<\/em> <a href=\"https:\/\/www.theguardian.com\/us-news\/2021\/mar\/05\/andrew-cuomo-nursing-home-deaths-aides-report\">https:\/\/www.theguardian.com\/us-news\/2021\/mar\/05\/andrew-cuomo-nursing-home-deaths-aides-report<\/a> Sputnik News, and other high-traffic sites featured a Reuters color photo of Olesen\u2019s billboard in Albany; a widely published Getty image appeared in<em> The Washington Post.<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">One billboard \u2014 with very few words \u2014 can crystallize a political message.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A decade ago, an iconic roadside sign along I-35 in rural Minnesota featured a smiling former President George W. Bush and the question \u201cMiss Me Yet?\u201d<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Some did; some didn\u2019t.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But most everyone agrees that pithy political pitches will have a growing prominence on ad formats outside the home . . . in a world hungry for summary, weary of TV attack-ad overload, and drawn to social media that craves interesting visuals.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>(Ken Klein is executive vice president of the Out of Home Advertising Association of America, OAAA)<\/em><\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376248 = window.plc376248 || 0;\n            document.write('<' + 'div id=\"placement_376248_' + plc376248+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376248, [300,250], 'placement_376248_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376248++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>When President Joe Biden visited Pittsburgh to pitch his infrastructure bill, environmentalists urged him to \u201cGo Big\u201d on Covid recovery. Their media platform: \u00a0billboards.<\/p>\n","protected":false},"author":7,"featured_media":651,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[7],"topics":[2],"class_list":["post-650","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-storytelling","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>No \u201cOff Season\u201d for Political Out of Home Ads | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/no-off-season-for-political-out-of-home-ads\/650\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"No \u201cOff Season\u201d for Political Out of Home Ads\" \/>\n<meta property=\"og:description\" content=\"When President Joe Biden visited Pittsburgh to pitch his infrastructure bill, environmentalists urged him to \u201cGo Big\u201d on Covid recovery. 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