Digital Signage for Election Advertising

Use of digital signage for election advertising to micro target audiences with messages tailored to their specific interests and expectations from candidates.

Election candidates’ typical occupation throughout the election promotion cycle is usually to hug and kiss children, shake hands whilst keeping campaign contribution coming in along with periodic fundraisers. This money is almost always used for marketing the candidate and promoting their ideas to the largest possible audience, with the least expense per viewer. This typically means that a large portion of this budget is used for television advertising as it delivers broad spectrum messages to a diverse group of people. Candidates have been using television advertising for broadcasting negative advertisements as well as promoting their own agenda.

This kind of advertising, though popular, misses the mark when it comes to target or specific interest groups. Take for examples senior citizens, college students or even specific trade related groups, who often meet at common interest places and are an audience; who can be micro-targeted using digital signage. The digital signage content in this scenario would be tailored to their specific interests and address concerns that they may have about the candidates. This display could also be designed to show different content at different time of the day depending on the activity at the place of display.

Television advertisements are typically scheduled to run repeatedly and drives the viewer’s crazy. The viewers in turn get frustrated with these repeated messages and start switching channels or even worse, just turn off the TV. Unlike television advertising, viewers have no control on what the digital signage screen shows and consequently cannot turn it off. This negative can be countered on the digital sign by interspersing the messages with compelling information such as local weather or news, which will keep the viewer’s attention and instill confidence.

It might appear sensible that candidates in virtually any position need to evaluate their own promotion as well as political advertising ahead of them releasing it, to make sure they may be striking the point in relation to their potential audience; but, a majority of them do not do it. Once a campaign is broadcast on television, it is almost impossible to manage any damage that it may cause. On the other hand, using digital signage is an easy test platform with localized audiences as their reaction and response can be quickly gauged. This response can be used to modify the content right away and to make sure that it is more in tune with the audiences expectations and candidates approved message.

National politics as well as political election promotions are not anything less than a monster which is almost impossible to tame. For the majority of voters, it is undoubtedly an enormous yawn; however for several politicos it truly is vital. Using a combination of televisions and digital signage is a potent mix to manage messages for the larger community in general and at the same time fine tune messages for audiences who have definite expectations from their candidates.

Advertising campaign as well as Super PAC expenditure has transformed the 2012 political election to a competition in order to "micro target" the maximum voters and also create the most detrimental advertisements. Campaigns are employing mobile targeting to focus on individuals inside a geographical area along with good accuracy, to distribute campaign messages making use of a blend of social media marketing, digital signs and also television advertising.

Setting up a localized digital signage network of screens can be archived using conventional TVs, computers and digital signage software that is capable of remotely managing content, playlist and screen settings.
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