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BizReport : Blogs & Content : June 24, 2016

Study: Video big influencer for some voters

Video could be the key to the 2016 Presidential Election in the US. That's the word from new Tremor Video and Cygnal data which indicates that two large demographic groups are disproportionately impacted and influenced by video content.

by Kristina Knight

Researchers surveyed more than 1500 US adults in April and May about online video and the election cycle. They found that Millennial and Hispanic voters are most likely to be influenced by online video during the election than other demographics. Both groups are about twice as likely to be influenced by video to register to vote; Hispanics were found to be 25% more likely to be influenced to vote for a specific candidate because of video.

"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."

Other interesting findings from the report include:

• 30% of Hispanic and Millennial voters agree 'engaging to learn' is more important than interacting with political ads
• Millennials and Hispanics are 40% more likely to click onto political ads
• 4 in 10 Millennials say they 'want to be able to' get more relevant content after seeing political ads

Tags: 2016 Presidential Election, Cygnal, political advertising, political content, Tremor Video

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