Swing the vote

Use video to reach and influence the digital voter

Digital Video Will Decide the Next President

11,232

EVERY MINUTE

Far more effective than TV, digital video reaches swing voters with compelling, influential content on the device they spend most of their time on. Use digital to target the 105 million smartphone video viewers.

BREAKDOWN OF DIGITAL SPEND

Donald Trump
122%
 
Hillary Clinton
101%
 
Ted Cruz
89%
 
Marco Rubio
83%
 
Martin Omalley
75%
 
Ben Carson
59%
 
Jeb Bush
52%
 
Bernie Sanders
51%
 
Carly Fiorina
40%
 
Obama
35%
 
Mike Huckabee
27%
 
Scott Walker
20%
 

Reach the voters you are missing

2016 will be a revolutionary time for campaign advertising. In comparison to 2012, a majority of voters now use the Internet to follow campaign news, surpassing television. Over two-thirds of Americans own a smartphone, almost double the amount in 2011, and 90% of people are within 3 feet of their phone 24 hours a day.

Along with voters’ changing media consumption, the electorate continues to shift.

Young voters aged 18-30 represent 45 million voters and millions more Latino voters will be eligible to vote than in 2012. Furthermore, the percentage of voters who identify as Independent is the highest in history.

#SwingTheVote will show you how to harness the power of video, so you can reach these digital voters and engage them with compelling, influential content. Place your campaign messaging where the voters are for most of their day: on their computers and devices!

You Know the Electorate is Changing

Use online video to reach Latino, millennial, and Independent voters, who not only continue to grow in size but who also consume online video far more than the average American.

+17%
4M
The number of eligible Latino voters nationwide by 2016

Rise of the Latino Vote

  • They watch more digital video but less TV than any other group (watch over an hour less TV per day).

  • The average Hispanic spends more than eight hours watching online video each month — over 90 minutes longer than the U.S. average.

Increase in Independent Voters

  • More voters than ever identify as Independent.

  • Independent voters report the most mobile activity when compared to Republicans and Democrats.

+2.5x
32%
2.5x more Independent voters used their phones to keep up with election news in 2014, compared to 2010
44M

The Millennial Voter

  • The 44 million young Americans eligible to vote will double by 2020.

  • Millennials watch 3x as much online video as non-millennials and are 2x more likely to be focused while watching video on mobile than on TV.

  • In a typical day, 98% of 18-34-year-olds reported using smartphones to watch video content.

HISTORY

2004
Rise of the digital voter
2012 2013 2014 2015

21ST CENTURY Rise of the Digital Voter

Using mobile to follow political & election news more & more
time spent with digital video less & less time spent watching TV

2004
timeline

21% of voters use the Internet as a primary campaign news source and 75% use TV.

Pew, November 2012
2012
timeline

2012 presidential candidates spend $159 million on online advertising, 7x the amount in 2008.

Source: Borrell, 2015
timeline

34% of voters younger than 30 say they watched TV for news yesterday, down from 49% in 2006.

Pew, september 2012
2013
timeline

Majority of American public cites the Internet as their main source for national & political news.

Source: Pew, October 2013
timeline

Online political advertising spending hits $271 million.

Source: Reuters & The Wire, 2014
2014
timeline

Digital Video viewers reaches 204 million, representing 78.6% of the total U.S. internet population.

Source: eMarketer, Feb 2015
timeline

For the first time ever, fewer than half of all voters say that live TV is their primary source for watching video content.

Source: Public Opinion Strategies & Global Strategy Group
2015
timeline

84% of smartphone and tablet owners use their devices while watching TV.

Source: Nielsen, Feb 2014

Reach the People TV Can’t

Use digital for the targeting and granularity that TV currently lacks

  • Reach them with digital video in a native way
  • Target based on their interests and location
  • Go beyond the 30-second TV spot
  • Turn video viewers into activists
  • Use storytelling and get creative

Target voters
based on their emotions

Test creatives on every demographic and use insights to create future ads that are engaging and compelling. With Virool’s emotional insights technology (eIQ), you can quantitatively measure how your ads make people feel by analyzing the best indicator of emotion: facial expressions. Use eIQ to track real-time reactions as your audience views your content and see where in the video the viewer is most engaged, excited, happy, or sad.

Measure how you engage your viewer

See what your audience was feeling at every part of your campaign ad. Test eIQ on different demographics and in different regions to determine what works best for everyone.

Measuring Two Clinton Ads with eIQ

  • Engagement 78%
  • Happy 57%
  • Confused 10%
  • Surprise 16%
  • Disgusted 16%
  • Sad 3%
  • Scared 11%
  • Negative 29%
  • Engagement 78%
  • Happy 57%
  • Confused 10%
  • Surprise 16%
  • Disgusted 16%
  • Sad 3%
  • Scared 11%
  • Negative 29%

results

Hillary Clinton's long-form “Getting Started” campaign outperformed "Happy Father's Day" on engagement and happiness, and it became the 3rd most viral video ad of April, according to Unruly.

  • Shares:

    Over 300,000

  • VIEWs:

    Over 4.7 million

  • TIME:

    2.17 minutes

Use Virool to reach & engage
with every voter

...

Measure how your audience feels

Leverage Virool's eIQ technology to gain insights for more compelling content and to target videos based on the audience it resonates with.

...

Reach your audience natively

Use placements that are not intrusive to the viewer. Consumers look at native ads 53% more frequently than standard pre-roll.

...

Be where your audience lives

Unlock premium mobile inventory with Virool's InLine unit. Placements on smartphones have an average completion rate of 46%.