No Debate: Political Pre-Roll Videos Start to Pop Up - eMarketer
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No Debate: Political Pre-Roll Videos Start to Pop Up

Pre-roll desktop political video ad impressions rise steadily, spike in early primary states

August 11, 2015

US voters appear open to political videos, and they should prepare to see a lot more digital video ads throughout the path to the 2016 presidential election.

Growth in Average Weekly Digital Video Ad Impressions Served on News/Current Events Websites with Political Content in the Early Primary States* vs. Total US, April-June 2015 (% change among average impressions served on the TubeMogul platform)

Between March and June 2015, TubeMogul analyzed 78.4 million impressions from digital video ad campaigns served in the US on 60 news and current events websites with political content on its platform. Desktop pre-roll video ad impressions across US states rose steadily during April and May, with respective increases of 7% and 35%. Solid growth continued in June 2015, at 33%.

The early primary states, meanwhile, saw a huge spike in June. Following growth of 17% and 16% in April and May, respectively, impressions served in Iowa, Nevada, New Hampshire and South Carolina surged 84% in the last month of the analysis.

Figures released in June 2015 by Pivotal Research Group forecast that US political ad spending would jump from $277.3 million this year to $2.55 billion in 2016. To get the biggest bang for their buck, those using video must ensure they’re serving the right ads to the right people, avoid running the same placements too many times, and tailor the length to the device.

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