Why Voter Content Consumption Habits Influence Who Will Be Elected

Voting concept - Ballot box painted into national flag colors - Australia
SHARE
THIS


What best describes you?

With both the Australian and U.S. elections looming and election ad spend growing into the billions over the pond and multi-millions here, how those dollars are allocated across the various ad channels will be mission critical in shaping the opinions of the electorate. In this opinion piece, Rick Mulia, managing director, JAPAC, Rubicon Project, fills us in.

With the U.S. presidential primaries essentially in the books and people around the world watching closely as insults, accusations and scandals fly wildly about between the Trump and Clinton camps, the world is fully cognisant of the political circus that is the US presidential election is happening.

Meanwhile on local turf we are on the final furlong towards the much shorter campaign for the Australian Federal Election on 2 July.

Aside from the editorial domination of election related stories, there’s a massive undercurrent for the ad industry, with more than US$10 billion predicted to be spent between now and November in the US in a bid to target and engage likely voters.

In Australia the data isn’t so clear thanks to the lack of transparency in reporting election spending.

A Penn Schoen Berland survey commissioned by Rubicon Project recently examined the content consumption habits of 1,500 likely voters in the U.S. 2016 general presidential election.  The research revealed a clear roadmap for campaigns and it makes for interesting reading for political followers.

It’s particularly interesting reading for the Australian ad industry that would already be well underway with the preliminary stages of campaign planning for the Australian Federal Election.

The top line findings from the survey are simple:  spending billions of dollars on TV and radio advertising won’t move the needle this election cycle. It’s going to take more. A lot more.

TV, mobile or both?

While no one will be surprised to learn that the survey found that “TV isn’t dead but viewers skip ads” one of the key findings was that highly coveted independent voters are nearly twice as likely to spend more time online than in front of their TV.

Additionally the survey found that nearly half of the likely electorate have a second screen on always or most of the time when watching TV and about one-third of baby boomers have a second device screen open always or most of the time while watching TV, including mobile phones, tablets, wearables and laptop or desktop computers.

Not only do they have their various digital devices on as their second screen, but nearly a third claimed to be able to recall seeing a specific digital political advertisement so far this cycle.

Interestingly more than a third (36 per cent) of those who have seen a political ad reported taking a positive action such as clicking through to the content or providing an email address.

Naturally mobile is the winner when it comes to reaching voters with engagement for digital ads on mobile devices nearly twice as strong, with three in five (64 per cent) of those that have seen a digital political ad on mobile taking action.

Videos and gaming are the way to a voter’s heart

The stand out channel to reach the electorate was found to be mobile gaming with more than one-third of likely Democrat and a quarter of independent voters gaming daily, representing huge sections of the hard to reach community that are under 25.

Online videos were also found to be highly popular with more than one-third of likely voters watching online videos daily – and four out of ten Democratic and independent voters watching videos daily online.  The opportunity for candidates to use the video format to spread their message is significant.

So what’s the take home?

This year’s elections present a real opportunity for innovation and change in how campaigns and candidates reach the always connected voter. Smart campaigns seeking a competitive advantage would be wise to recognise that the electorate is no longer sitting passively waiting for one way broadcast engagement.

They are online, on mobile, playing games, using social media, consuming massive amounts of video content, and looking for the right message from the right candidate at the right time to inform and ultimately persuade their perceptions and about the race.

 

Please login with linkedin to comment

Latest News

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’
  • Advertising
  • Media

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’

Outdoor media company QMS Media has strengthened its digital outdoor presence in Victoria, unveiling an iconic digital billboard in the heart of Melbourne’s famous sporting precinct. The launch of ‘The G’ sees QMS’ landmark digital portfolio ‘bookending’ arguably one of the most iconic and in-demand digital outdoor locations in Australia – Richmond Station Bridge – […]

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante
  • Advertising
  • Campaigns
  • Marketing

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante

As part of the HSBC World Rugby Sevens Series, the Sydney 7s event returns in January complete with a new brand identity, creative strategy and media campaign. With the 2017 Sydney 7s a sell-out event, the challenge for 2018 was to carry that momentum into the third year, defining Sydney’s place as the new ‘go-to’ […]

Bound Round Launches Family Travel Publication for Aussies
  • Media

Bound Round Launches Family Travel Publication for Aussies

Family travel platform Bound Round has announced the launch of its first e-magazine to Australian consumers. Travel Bound is a family-focused, digital quarterly publication available on all Virgin Australia flights through the carrier’s in-flight entertainment system, and is also available for consumer download via the Bound Round website. Bound Round founder and CEO Janeece Keller […]

SBS Unveils New Look, New App For SBS News
  • Media

SBS Unveils New Look, New App For SBS News

Do you like say "I only watch SBS" in an attempt to sound smarter than you are? Well, why not pretend to read this too?

by B&T Magazine

B&T Magazine
Ex-Samsung CMO Joins Amazon Australia As Marketing Director
  • Marketing

Ex-Samsung CMO Joins Amazon Australia As Marketing Director

Amazon Australia has appointed former Samsung Electronics chief marketing officer (CMO) Arno Lenior to lead its marketing division. Lenior worked as Samsung’s CMO for more than three years before departing in 2015. According to his LinkedIn profile, he has also held CEO roles at VR company Virtical and brand consultancy Blue Ocean Brands, and joined […]

by B&T Magazine

B&T Magazine
News Corp Names Its Car Of The Year
  • Marketing

News Corp Names Its Car Of The Year

News announces its annual Car Of The Year and it's not what you'd expect. Well, we certainly didn't expect it anyway.

Aussie Tennis Open & Country Road Announce New Partnership
  • Marketing

Aussie Tennis Open & Country Road Announce New Partnership

The Australian Open has partnered with iconic Australian clothing and lifestyle brand Country Road to supply the uniforms for next year’s tournament. Confirmed today as the official fashion lifestyle Partner of Australian Open 2018, one of Australia’s most loved brands will be worn by thousands of tournament staff at Melbourne Park in January. On-court officials including the chair and […]

Andrew O’Keefe Quits His Weekend Sunrise Duties
  • Media

Andrew O’Keefe Quits His Weekend Sunrise Duties

After 12 years with Weekend Sunrise, Andrew O’Keefe has decided to step away from his hosting and reporting duties. O’Keefe will continue his full-time role as host of Seven’s quiz show The Chase Australia, as well as focus on other projects with the Network. “The ideal job is doing work you love with people you love,” O’Keefe […]

Study: Brand Loyalty Hinges On Customer Support Experiences
  • Marketing

Study: Brand Loyalty Hinges On Customer Support Experiences

Fast and effective support will be a competitive differentiator for companies looking to win over digitally transformed customers and employees, new research has revealed. According to a study by IDC and LogMeIn titled Support Services as a Competitive Differentiator, nearly 67 per cent of consumers said that customer satisfaction was more important than price when […]

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform
  • Advertising
  • Media

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform

The Outdoor Media Association (OMA) has announced the appointment of Red Ant Design to build the out-oh-home (OOH) industry’s first automated proposal platform (APP). After an extensive global search and industry consultation, the decision to build the system in-house with a local Australian company was made. The APP will be built in an agile process, […]

Nick Ballard, Managing Director
Australia & New Zealand, BlisMedia
  • Marketing
  • Technology

Blis Unveils New Consumer Behaviour Analytics Tool For Maketers

Location data technology company Blis has launched an analytics tool that allows marketers to analyse consumer behaviour – from audience profiling, to exposure, to attribution – by capturing and activating mobile movement data. Smart Trends offers robust in-store consumer behavioural insights and in-store comparison of multiple location types and brands, allowing marketers to break down demographic, […]