The new rules of out-of-home in political advertising

As Australia approaches the federal election on May 3, political parties are ramping up their advertising efforts to sway voters. Projections indicate that political ad spending could reach up to AU$200 million ($127 million)  between January and early May, surpassing the AU$165 million ($105) spent during the 2022 election period. This 21% increase in just three years underscores the intense competition among parties and the critical role of advertising in shaping electoral outcomes.

However, the digital landscape presents significant challenges, particularly concerning misinformation on social media platforms. In recent elections worldwide, misleading information has been shown to shape public perception of candidates and influence voter behaviour. The 2024 US presidential election, for example, was marred by widespread disinformation, with misleading narratives gaining traction on platforms like Facebook, X (formerly Twitter), and TikTok. This has led to growing concern about the role of unverified digital content in shaping public discourse and the erosion of trust in democratic institutions.

Australia is not immune to these challenges. The 2022 federal election saw social media flooded with misleading claims, deepfake videos, and algorithm-driven echo chambers that amplified partisan messaging. With the rapid advancement of AI-generated content, the 2025 election could see even more sophisticated forms of disinformation, making it increasingly difficult for voters to discern fact from fiction. In a clear sign of its concern, the Australian Electoral Commission launched a 'stop and consider' campaign and tools in January to help voters navigate the increasingly complex information environment.

Ensuring message integrity in a sea of misinformation

In this environment, out-of-home (OOH) advertising emerges as a vital tool for political marketers seeking to deliver clear and trustworthy messages. Unlike the digital realm, where misinformation can spread unchecked, OOH offers a brand-safe environment that ensures message integrity. Billboards, transit ads, and other OOH formats provide consistent, unaltered messaging, cutting through the noise and reaching voters directly in their daily environments.

One of the biggest strengths of OOH is its ability to reach mass audiences in a non-intrusive way. While digital ads are often skipped, blocked, or lost in a sea of competing content, OOH ads stand prominently in high-traffic areas, ensuring repeated exposure. Whether it's a striking campaign message on a highway billboard, a candidate’s face on a bus shelter, or policy points displayed across urban transit networks, OOH advertising guarantees visibility.

Furthermore, OOH has been proven to drive engagement across multiple channels. Studies show that consumers exposed to OOH campaigns are more likely to search for related content online, reinforcing messages across digital platforms. For political campaigns, this means that a well-placed OOH ad can serve as a catalyst for further online engagement, helping to combat misinformation by directing voters to verified sources.

Harnessing the power of advanced digital capabilities 

In addition to its broad reach, today’s OOH landscape includes advanced digital capabilities that make it a trackable and measurable channel. Digital out-of-home (DOOH) allows political advertisers to deploy dynamic content, adjust messaging in real-time based on audience data, and optimise placements for maximum impact. With programmatic buying, campaigns can ensure their ads appear at the right time and location to influence key voter segments.

DOOH also offers robust analytics, providing insights into impressions, engagement, and effectiveness. By integrating mobile location data and audience measurement tools, political campaigns can gauge the reach and impact of their OOH efforts with unprecedented precision. This level of accountability makes DOOH an increasingly attractive option for election campaigns looking to combine the reliability of traditional OOH with the flexibility and analytics-driven approach of digital marketing.

As political parties navigate the complexities of elections, integrating OOH advertising into their media mix can enhance message credibility and voter engagement. In a time when trust in media is under scrutiny, OOH provides a powerful, reliable, and impactful way to connect with the electorate. By leveraging the strengths of OOH, campaigns can effectively communicate their platforms, counteract the spread of misinformation, and foster a more informed and engaged voter base.

Jeremy Yang is co-CEO of Veridooh