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Outdoor political advertising grows in revenue

Date: March 05, 2014

Summary:
The market for outdoor political billboards is up significantly, according to the Outdoor Advertising Association of America, reports Byron Tau of Politico.

Body:
The market for outdoor political billboards is up significantly, according to the Outdoor Advertising Association of America, reports Byron Tau of Politico.

Kantar Media crunched the numbers for the association; finding that outdoor advertising for political billboards is up 13.3 percent between the 2009-10 and 2011-12 election cycles.

Many advocacy groups have been turning to billboards, and other outdoor advertisements to promote agendas, Tau writes.

Among the high profile billboard campaigns are the Canadian government advocacy in Washington D.C., Americans for Prosperity media buy against North Carolina Sen. Kay Hagan and the National Republican Senatorial Committee campaign against Iowa Democratic Rep. Bruce Braley.

“Advocacy groups are turning to outdoor advertising for several reasons. They are looking for alternatives to television, which is expensive and already saturated with advertising,” a report from association leaders said.

“They often need to act quickly, and billboards — especially digital billboards — provide rapid turnarounds. Billboards also permit very specific targeting of audiences. And outdoor ads powerfully communicate messages without the cost and time required to produce a TV or radio ad.”

 

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