Millennial and Hispanic Voters Are Disproportionally Impacted by Online Video

NEW YORK–(BUSINESS WIRE)–Tremor Video, Inc. (NYSE:TRMR), a provider of software for video ad
effectiveness, and Cygnal, a national research and advertising firm,
today announced the findings of a national voter research study that
found key millennial and Hispanic voting audiences will be strongly
influenced by online video this election season.

“The findings were clear, both millennials and Hispanics are much more
receptive to digital video advertising than the general population,”
said Ariane Gut, Head of Insights and Analytics at Tremor Video. “But
they’re also less avid followers of political news. For this reason,
it’s essential for political advertisers to fully understand how these
desirable audiences consume political video and what their triggers are
in order to truly influence them.”

“In politics, the millennial and Hispanic demographic groups have
emerged as a significant influence in the last two cycles,” added Cory
Brown, VP of Data Strategy at Cygnal. “A lot of effort and resources
are going into reaching these groups and engaging them. This research
shows the outsized effect online video has with these groups, and it’s
only increasing in its effectiveness to persuade them to action.”

Likelihood to Vote
The data
shows that both millennials and Hispanics are twice as likely to be
motivated by online video to register to vote, with Hispanics being 25%
more likely to be influenced by video, specifically when it comes to
deciding who to vote for.

Cross-screen Strategies
Although
smartphones play a pivotal role when consuming political video content
and ads, both millennials and Hispanics leverage all screens. So it is
crucial for political marketers to develop media plans and creative
assets for all digital devices. While research suggests that
millennials’ consumption of political ads is typically in line with the
general population’s, Hispanics jumped out as being the audience that
will require political advertisers to employ a multichannel approach
(22% more likely to use tablets and 90% more likely to use CTV).

Digital-specific Creative
The
findings suggest that political advertisers could benefit from
leveraging the specific strengths of digital and go beyond repurposed TV
ads. While the general population may not always be inclined to click on
a video ad, both millennials and Hispanics are over 40% more likely to
do so. In fact, 4 in 10 Millennials would want the ability to watch more
related content when viewing a political video ad, and over half of
Hispanics feel the same.

Interactivity is Key
Millennial
and Hispanic survey respondents show a proclivity for interacting with
political ads, with nearly 30% of each audience agreeing that the
ability to engage to learn more is important. This highlights the
importance of creating video ads that not only inspire interaction, but
also offer the ability to go deeper with the candidates and issues. The
ability to “learn more” is key for millennials, who are twice as likely
than the general population to vote for a specific candidate or issue
after being exposed to a political video ad. They are also 40% more
likely to use digital videos as a political research tool. Conversely,
they are 24% less likely to rely on TV. Hispanics are 24% more likely
than the general population to use digital video as a tool for political
research.

The data represented in these findings was collected by Cygnal between
April 27, 2016, and May 1, 2016. The survey was conducted online among a
national sample of 1,500 adults age 18 and over, from a representative
panel of registered voters. The data has been weighted for age, race,
sex, region, and party identification status using a model to reflect
the demographic composition of likely voters in the 2016 U.S. general
election.

About Tremor Video
Tremor Video (NYSE:TRMR)
provides software for video advertising effectiveness. Our buyer and
seller platforms enable seamless transactions in a premium video
marketplace by offering control and transparency to clients. We employ
patented all-screen technology to make every advertising moment more
relevant for consumers, and deliver maximum results for buyers and
sellers.

About Cygnal
Cygnal provides survey research, messaging, and
digital advertising for corporations, candidates, and associations. Our
team has worked with more than 150 client groups across the country with
a heavy focus on electoral and advocacy efforts. We implement
data-driven and testing-focused campaigns to ensure clients receive the
most insightful information and impact.

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