The software platform Telaria released a report, in partnership with Sling TV, showing how political advertisers are currently and will continue to use Connected TV (CTV) as a key platform for reaching “GenZennial” voters, regardless of party affiliation.
The 2020 election is expected to see unprecedented advertiser spending and this report shows the importance of those advertisers using cord cutting services to reach an otherwise unreachable group of voters. According to the report, 30% of US households cannot be reached with traditional TV ads.
The survey and report focused on GenZennials. This is a group of 52 million voters between the ages of 18 and 29. This group makes up 20% of the voting population.
“The 2020 presidential election may shape this generation’s lifelong party affiliations, raising the stakes for all parties vying for their loyalty,” said Karen Ring, Head of Research at Telaria. “The data from our study show that GenZennials are using multiple avenues to politically educate themselves, with video being especially impactful. Reaching these young voters requires a separate video strategy; hoping to reach them with a linear strategy which is more aligned with how older voters consume media won’t work. Plus, this increasingly important, “swing demo” doesn’t trust what they see on social media–neither the advertising, nor the content, and are more likely to be tuned into connected TV. The ads they see there are spurring actions that will help them make a decision at the ballot box.”
In a survey of 1,500 respondents between ages 18-29, 66% of GenZennials say they feel that CTV ads are more relevant to them and over 50% prefer these ads over linear TV ads. The survey also found that viewers begin paying attention to political ads more than six months before an election.
Noting the distrust that most GenZennials have in social media ads and content, the report shows that 80% of this group takes two or more actions to do their own further research after seeing a political ad in a digital format.
“Connected TV is the ideal medium to target voter audiences of all ages, including hard to reach, valuable young voters,” said Dave Antonelli Director, Sling TV at DISH Media. “It’s crucial to plan campaigns that make an impact on voters like this, who very well may determine the election outcome. CTV is rapidly becoming an essential part of the media mix for political advertisers.”
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