With a spate of high-profile elections across the globe, 2016 may well go down as the year the digital election campaign breaks into the mainstream. As consumers increasingly turn to digital forms of storytelling to get their content fix, it’s more important than ever for those seeking high office to consider their online presence with the same attention to detail as other mediums.
This is one of the key takeaways from this infographic from YuMe, which gauges the effectiveness of digital political advertising in the US. Based on a survey that investigated both online and offline mediums, the rise of digital’s prominence is clearly charted – it now ranks third, behind the news and televised politics shows, for its ability to influence political opinion.
While it’s clear that digital is one of the new campaign frontiers, there is still room for improvement. Less than a third of respondents say they had a positive experience when visiting a political candidate’s website, while just over a fifth were satisfied by a website’s online donation process, suggesting much work to be done in the UX and payment processing spaces.
Other interesting statistics highlighted include:
- Millennials were the largest demographic for internet marketing at 56%, followed by Generation X at 36%.
- 54% of respondents are likely to share political stories that are of interest to them online.
- Digital conversion rates for political candidates are high, with 27% reporting a change of opinion and 26% prompted to research a candidate further.
- Almost 40% reported being influenced on a national issue by a digital advertisement.
Source : YuMe