Millennial and Hispanic Voters Are Disproportionally Impacted by Online Video
June 23 2016 - 8:30AM
Business Wire
Tremor Video and Cygnal Study Outlines the
Crucial Role Digital Video Plays when Attempting to Reach and
Influence Millennial and Hispanic Demographics
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 VoteThe 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
StrategiesAlthough 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 CreativeThe
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
KeyMillennial 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 VideoTremor 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 CygnalCygnal 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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version on businesswire.com: http://www.businesswire.com/news/home/20160623005114/en/
Media:Tremor VideoMandy Robinson,
646-278-7416mrobinson@tremorvideo.com
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