Srikanth Ramachandran, the Founder and Group CEO of Moving Walls Group, a leader in adtech and enterprise SaaS for the OOH media industry, believes that the digitization of out-of-home media is creating hyperlocal targeting opportunities in the real world, similar to those found in online platforms. With half of the world’s population set to vote in 2024, the role of media in politics, especially social media, has become a crucial aspect of political campaigns. Candidates can now directly connect with voters and disseminate their messages through platforms like Twitter, Facebook, and Instagram, with billions being spent on political advertising globally.
Intricate campaigning strategies often involve hyperlocal techniques to target voters in various parts of a constituency. This can range from using traditional methods such as posters and flags to capture the attention of potential voters, to employing digital screens in public spaces across urban environments, airports, train stations, and shopping malls. The presence of digital screens in taxis, gas pumps, and LED trucks has allowed for targeted messaging based on predefined rules or real-time signals like weather conditions or foot traffic, enhancing the reach and impact of political campaigns.
Digital signage offers a unique opportunity for campaign strategists to create location and time-sensitive messages that resonate with diverse demographics. By understanding how voters navigate physical spaces and utilizing digital signage to reach them with relevant messages, campaigns can significantly extend their reach and influence. While digital OOH advertising is a 1-to-many media compared to mobile or desktop advertising, campaigns can personalize content based on location, time of day, events, and even environmental factors to ensure maximum impact within seconds of exposure on screens of varying sizes and shapes.
The integration of digital screens in political campaigns can provide an edge that is less competitive and saturated than online platforms. By leveraging digital OOH advertising effectively, campaigns can build a sustained presence beyond traditional static posters and billboards, enhancing engagement with voters and supporters alike. The utilization of digital screens for planning and booking media, coupled with a nuanced content strategy, can help deliver successful and effective advertising campaigns that reach a wide audience and drive engagement throughout the election season.
The Forbes Business Council is recognized as a leading growth and networking organization for business owners and leaders. The organization provides a platform for qualified individuals to collaborate, share insights, and grow their businesses. Srikanth Ramachandran’s expertise in the OOH media industry and his insights into the role of digital screens in political campaigns highlight the evolving nature of advertising and communication strategies in today’s digital world. With the 2024 general elections on the horizon, the use of digital signage and OOH media could play a crucial role in shaping the outcome and influencing voter behavior in the political landscape.
