IRL Media and Election Season on the East Coast: How The Power to Move Gives Campaigns the Winning Edge

July 23 2026

For political advertisers across the East Coast's dense population markets and high-traffic commuter corridors, IRL media delivers both broad reach and geographic precision, offering campaigns the power to move voters to the polls.

Almost 90% of US adults noticed an OOH ad in the last month, and nearly 80% of viewers engaged with an OOH ad in the past 60 days (Source: The Harris Poll/OAAA).

That massive reach makes IRL media an essential part of a successful media mix for Election 2026 candidate campaigns, get-out-the-vote (GOTV) programs, and ballot initiatives seeking to influence voters and drive participation through targeted media placements that meet voters in the real world as they go about their days.

Pennsylvania’s High-Profile Governor’s Race

This is by far the biggest race in Pennsylvania in 2026. Pennsylvania Governor, Josh Shapiro, the Democratic incumbent, is seeking a second term against Republican Stacy Garrity, the state treasurer. Pennsylvania is one of the most competitive states in presidential politics and Shapiro is on the shortlist of potential 2028 presidential contenders. That means national press and pundits will have their eyes on this campaign and its outcome as a key test of voter sentiment heading into 2028. The governor’s campaign will want their media mix to make strong local connections while showing broad appeal and maximizing name recognition. OUTFRONT’s extensive coverage in Pennsylvania is built for the job, especially in deep-blue Philadelphia.

But just like other states, local issues in PA vary from area to area, and rural communities in the Commonwealth face different challenges. Unskippable IRL media like roadside bulletins along interstate highways represent a trusted media format, with 56% of adults expressing trust in the truthfulness of IRL political ads, exactly the kind of benefits media buyers should be looking for to maximize a candidate’s name recognition for the current race and beyond (SOURCE: Morning Consult/OAAA).

The Power of To Move New Jersey’s 7th Congressional District

In New Jersey’s most contested House race, Democrat Rebecca Bennett is trying to unseat incumbent Thomas Kean Jr., a two-term Republican. While the state typically goes for Democratic presidential candidates, the 7th is a swing district that includes Democratic-leaning commuter suburbs as well as rural towns to the west that are undeniably red. But there’s something else noteworthy about this race. Kean hasn’t been seen in months. In this battleground district where everything comes into play, his lack of presence may have significant impact on the race’s outcome. Just as the challenger needs to continue to grow name recognition, the incumbent may have to make up ground after an extended absence.

That’s why IRL media could be such a difference maker in this district. It offers the power of physical presence in the real world. Media buyers wishing to target NJ-7 voters should note OUTFRONT’s poster coverage along major roadways in red areas like Hunterdon and Warren Counties. Blue voters can be found in eastern parts of the district like Hudson County, where Bike Share Panels are available, and Essex County, home to many NYC commuters. Reaching your voter audience at the right time in the right place is key to clinching a win in a tight race.

Florida’s Diverse Audiences Demand Nuance in Statewide Races

Out of the 36 governor’s races happening across the U.S. this year, 18 are open seat elections, including Florida’s. Candidates for governor – and in other statewide races – would be wise to recognize Florida’s diversity as a collection of distinct regional markets rather than a single collective audience. Media buyers can reach those diverse audiences use digital out of home media such as Digital Bulletins to target specific groups:

• Younger voters in Orlando, where the average age is 35.1, notably younger than the state’s average of 42.6;


• Retirees in Tampa as well as the Cuban population in Tampa’s Ybor City;


• The military population and Southern culture of Jacksonville;


• The 70% Hispanic-majority population in the city of Miami (SOURCE: U.S. Census).

Tailoring messaging and language to specific demographic groups and keeping cultural nuances top of mind is key. Programmatic DOOH and other impression-based buying channels allow for flexible messaging to reach the top markets across the state of Florida and since 73% view IRL digital media favorably, it’s a winning choice for media buyers (SOURCE: The Harris Poll/OAAA). Campaigns can easily deploy multilingual copy where it counts with OUTFRONT’s Digital Ad Server, bringing statewide coverage with locally appropriate messaging across the Sunshine State.

Digital IRL media gets more than attention – it drives action. 76% of consumers said they’d taken an action after DOOH exposure, more than any other medium (SOURCE: The Harris Poll/OAAA).

Recreational Marijuana Rollback Is Massachusetts’ Biggest Ballot Initiative

A hot-button initiative on the Massachusetts ballot would significantly roll back the state’s recreational cannabis market. Supporters argue it could reduce harms associated with commercial cannabis sales, while those opposed note the potential financial impact to cannabis businesses and employees as well as local governments who receive tax revenue from cannabis sales.

The state’s adult-use cannabis retail system was approved by voters in 2016, a presidential election year, but midterm voter turnout tends to be about 20% lower (SOURCE: The Midterm Project). Whether this proposal passes or not will likely depend on which side can generate awareness and turnout. Especially on the “no” side, impressions in and around cannabis dispensaries could prove especially valuable.

Each side can consider using the powerful combination of IRL media and cross-platform retargeting on voter’s mobile devices. IRL media acts as a primer for mobile ads, making clickthrough 48% more likely (SOURCE: Ocean Neuroscience). We can serve retargeted mobile ads to voters who pass through the IRL media’s viewshed as well as key locations like dispensaries, collecting audiences within and retargeting them with messaging on connected devices.

Here’s a case study about a local Florida campaign that combined IRL media and mobile advertising to target its specific district, maximize impressions, and win the race.

IRL Media Supports Get Out The Vote Efforts

Given their lower turnout rate, midterms typically have a sharper need for get-out-the-vote campaigns. Ensuring awareness of important information such as registration deadlines, deadlines for requesting mail-in ballots, and early voting dates and locations, is paramount to successful voter turnout. IRL is a powerful tool to this end, with 58% of voters exposed to a GOTV campaign saying it made them more likely to vote (SOURCE: Morning Consult/OAAA).

The East Region’s transit inventory does some heavy lifting, allowing election boards to reach voters in busy commuter markets like Washington, D.C. and New York, reaching them as the move throughout their day. In multicultural cities, IRL’s flexibility supports messaging that shows up in a variety of languages to reflect your audience.

Down the Home Stretch, IRL Media Delivers

With its ability to break through the digital clutter and online noise, IRL media can serve as a secret weapon for campaigns looking to close strong over the coming months.

Availability will grow increasingly competitive as Election Day draws closer, so political media buyers – don’t delay. Contact OUTFRONT now to get started!

Author: Heather Osburn, Senior Marketing Manager @ OUTFRONT

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