How does outdoor score over other media when it comes to election campaigns?

People who step out regularly either to commute, shop, visit friends or places of worship are more likely to step out to vote on the big day too. It therefore makes more sense to invest in outdoor advertising than any other medium because the target demographic (voters) and the medium (billboards and other outdoor media) and the desired outcome (influencing voter behaviour in favour of a particular candidate/party on the day of voting) are
1) in the same geographical area,
2) are likely to be the same people (people who are outdoors on other days are also likely to vote on election day), and
 3) the campaign, message, brand positioning can be tailored to address the specific demographic in that particular area.
Traditional election campaigns focused on communicating achievements. This has changed as this time the efforts were on convincing voters and not merely communicating. The entire outdoor media fraternity - vendors, creative minds, agencies, mounters - have taken up this new challenge and have gone ahead to do an excellent job of it.

-Sanjeev Gupta, MD, Global Advertisers, www.globaladvertisers.in