Reach GenZennial Voters Ahead of the 2020 Presidential Election

Amrita Hemdev
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By Amrita Hemdev
September 10, 2019

Ad spend for the 2020 election cycle is projected to hit nearly $10 billion, surging $3.6 billion above the most recent Presidential campaign year. Digital media, including over-the-top (OTT), is predicted to account for more than 20 percent of the pie.

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As the 2020 U.S. Presidential race heats up, how are you planning to reach the voters of the future?

The 2020 Presidential election is garnering attention earlier than previous election years, and there is an excellent opportunity for candidates and political organizations to use digital advertising to reach voters.

With such a competitive climate, it will be interesting to watch how political advertisers approach reaching younger voters, also referred to as ”voters of the future.” 

According to a recent study from Telaria, in 2020, 52 million eligible GenZennial (a microgeneration comprised of older Gen Z and younger Millennials) voters will comprise roughly 20 percent of the voting population, and 92 percent of them plan to vote, 70 percent vow to pay more attention to political ads, and a third are thinking through their party affiliations. Missing out on this voter group is a risk the candidates can’t afford to take.

 

The majority of GenZennials contribute to the growing audience who are streaming TV content.

We ran a survey* with Harris Poll in March 2019. The results showed that 69 percent of respondents have added streaming services to their viewing habits or completely left cable.

Although viewers are adopting streaming habits across all demographics, younger audiences are adopting OTT content at a faster rate. 

Ninety-three percent of GenZennials can be primarily found on ad-supported OTT or AVOD platforms. According to the ZypMedia survey, consumers ages 18-44 are more likely to watch local or free, ad-supported streaming services.

 

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Reach the voters of 2020 through OTT advertising.

OTT advertising is quickly rising to be an integral part of political campaigns. Since OTT usage was still emerging during the 2016 election, the 2020 election will be the first Presidential election period in which mass adoption of OTT content consumption will play a major factor in how candidates connect and speak to potential voters.

 

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OTT advertising is an excellent fit for political advertisers because it has the appeal of traditional TV advertising with the added benefits of digital-like targeting for audiences and geographies.

Take advantage of this opportunity to reach younger voters by understanding their relationship to media and how they consume content. According to Telaria’s recently released political ad data, 66 percent of young voters find OTT ads relevant and informative, 80 percent of young voters took two or more actions to conduct further research after seeing a digital video political ad, and 93 percent of them choose CTV over traditional TV—and almost one-third of undecided voters are not even reachable on traditional TV.

OTT helps you and your clients reach the right voters with a more personalized message down at the local level. The close touch provided by local OTT ads opens up a substantial opportunity for advertisers and media companies to use local targeting to increase awareness and interaction in the specific communities that affect your candidate’s election results.


OTT is the key to successfully reaching the voters of the 2020 Presidential election.

At ZypMedia, we anticipate that OTT is going to be an essential platform for investing political advertising budgets throughout the rest of the year and next year right up to the November election.

For political advertisers looking to access cutting-edge marketing technology, ZypMedia promises the full package. You have questions about selling OTT advertising to political buyers. We have answers. Get in touch with our team today to find out more about how to effectively grow your political ad sales during the heightened 2020 election demand.

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*Survey Methodology:

This survey was conducted online within the United States by The Harris Poll on behalf of ZypMedia from March 11-13, 2019, polling 2,043 U.S. adults ages 18 and older, among whom 241 are cord-cutters (used to watch cable or satellite but now only watch streaming) and 681 are cord-shavers (watch both cable TV and use subscription or free, ad-supported streaming services). This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.

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Amrita Hemdev

Amrita is an inbound marketer. She studied marketing and project management at UC Berkeley and proceeded to work in a fast-paced, digital advertising tech startup, with a goal of increasing brand awareness. She is currently the Content Marketing Specialist at ZypMedia. Passionate about digital marketing and having six years of experience in this field, she also started her digital marketing and creative agency, Sociato, based in India.
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