Why Voter Content Consumption Habits Influence Who Will Be Elected
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.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.