Programmatic Video Plays Crucial Role In 2016 Political Digital Strategy

With younger and minority populations becoming increasingly engaged in politics, campaigns are distributing their messages cross-channel. The rise of programmatic targeting approaches has been particularly useful in 2016.

Tremor Video and Cygnal joined forces to conduct a national voter research study to understand the impact that programmatic video, in particular, has had on this election cycle.

As election season progressed, voters began to watch considerably more political video content online. The study found a 12x increase in views on political videos from Q2 to Q3 2016 across all screens.

The use of video also drives stronger recall -- political video ads had 2x higher recall than display ads. The study also found that voters who are “excited” by a political video ad were 6x more likely to be influenced on their voting decision — and 5x more likely to donate to a campaign.

With stronger engagement among viewers of political video, advertisers were paying on average 38% higher CPM rates. Much of this increase was due to a focus on PMPs (Private Markeplace), in which marketers were able to target previously hard-to-reach voters.

The study found that the most spending on video was in swing states. In order of spending, the top five states were: Florida, Pennsylvania, North Carolina, Ohio and New Hampshire.

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