Survey on voter media consumption trends explores how to target voters for 2014 midterm elections
REDWOOD CITY, CA – YuMe, Inc. (NYSE:YUME), a leading provider of digital video brand advertising solutions, unveiled its latest research results on current trends around voter viewing habits and media consumption for the upcoming midterm elections.
In June 2014, YuMe’s survey polled 817 intended voters from a nationally-representative online panel to show the value of using digital multi-screen video in political campaigns. Results confirmed rampant multi-screen viewing trends, and gleaned insights into voters’ planned behavior for the upcoming political midterm elections. These results expressed the impact of using digital media to build a successful and strategic political campaign, the growing importance of user-initiated pre-roll video, and the benefits of reinforcing a candidate or advocacy group’s message and call-to-action with streaming video.
“The industry is hungry for data around media consumption for political campaigns, specifically regarding interaction with multi-screen digital video,” says Michael Beach, Co-Founder and Partner, Targeted Victory. “Therefore, we’re eager to continue supporting partners like YuMe who are consistently leading the charge with cutting-edge research.”
- More than 60% of voters state they are likely to use digital video for watching debates, speeches, and highlights from campaigns
- Almost half (48%) agree that it is important to be able to follow election progress on multiple devices
- Streaming video has become an important source of information, with 44% likely to stream video on a connected device to keep up-to-date
- 32% of voters will stream video from a computer/laptop, 15% on a smartphone, 16% on a tablet, 11% on a smartTV
- 54% claim news websites as their main source of information about candidates and their campaigns
- Ads continue to be an important source of information for voters (Television 45%, Online Ads 17%, Online Video 16%, Campaign supported online video 15%)
“Results support our hypothesis that digital video ads are important and influential in the political realm,” says Bryson Smith, VP Political, YuMe. “The positive impact of multi-screen video is becoming more apparent to clients, and is now seen as an important campaign strategy.”
View the infographic and read the full report at: YuMeResearch.com
YuMe, Inc. (NYSE: YUME) is a leading provider of digital video brand advertising solutions. Its proprietary data science-driven technologies and large audience footprint drive inventory monetization and enable advertisers to reach targeted, brand receptive audiences across a wide range of Internet-connected devices. Designed to serve the specific needs of brand advertising, YuMe’s technology platform simplifies the complexities associated with delivering effective digital video advertising campaigns in today’s highly-fragmented market. YuMe is headquartered in Redwood City, CA with European headquarters in London and 15 additional offices worldwide. For more information, visit YuMe.com/pr, follow @YuMeVideo and like YuMe on Facebook. Current YuMe logos can be found atwww.yume.com/news/logos.
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