Srikanth Ramachandran, the Founder and Group CEO of Moving Walls Group, a leader in the OOH media industry, believes that the digitization of out-of-home media presents an innovative opportunity for election campaigning. With the 2024 general elections approaching, the role of media in politics has never been more critical. While social media platforms have allowed candidates to connect directly with voters and influence public opinion, digital screens in the real world have not been fully explored for election advertising.
Campaigns often adopt hyperlocal strategies to target voters in various settings, from city centers to remote rural areas. The physical world has undergone a digital evolution, with digital screens now prevalent in public spaces such as airports, train stations, and shopping malls. Additionally, digital screens in taxis and gas pumps provide exposure to targeted messaging throughout the day. The digitization of the real world has changed the landscape of advertising, allowing for dynamic content changes based on real-time signals like weather conditions and traffic congestion.
Digital signage can be used to prime audiences and influence their decisions subconsciously. By strategically placing digital screens in various locations and delivering time-sensitive messages, political campaigns can ensure relevance and resonance across diverse demographics. Supporters also play a crucial role in amplifying the campaign message through grassroots efforts and digital advocacy on nearby digital signage. However, there are nuances to consider when using digital OOH advertising, such as the need for a different personalization and content strategy compared to mobile and desktop advertising.
In the complex dance of election campaigning, digital OOH advertising can provide an edge that is less competitive and saturated compared to online platforms. By leveraging digital screens effectively and tailoring content to suit different screen formats and locations, political campaigns can build a sustained presence and reach voters at the right moments. As the 2024 general elections approach, the integration of digital screens in the real world presents a unique opportunity for candidates to engage with voters and influence public opinion in a new and impactful way.
