YuMe, Inc. unveiled its latest research results on current trends around voter viewing habits and media consumption for the upcoming midterm elections, in a survey (see the link below to obtain a copy) and an infographic, seen here.

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. (Graphic: Business Wire)

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. (Graphic: Business Wire)

“The industry is hungry for data around media consumption for political campaigns, specifically regarding interaction with multi-screen digital video”

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.”

Key Takeaways:

  • 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

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