Programmatic, Anti-Ad Blockers and Digital Audiences Will Drive the 2016 Elections

[Commentary] Undoubtedly, US consumer viewing habits have undergone a transformation since the 2012 elections, with digital, social and mobile content and ad views skyrocketing at the expense of traditional media. Outcomes of the 2016 elections are at stake, as candidates who are best able to harness these shifts in the coming year will be more successful in reaching their constituencies, managing campaign war chests effectively and, ultimately, prevailing in their battles for office. In turn, the ability of content providers to leverage the digital ad technology that has evolved in response to changing consumption behaviors will prove vital in maximizing their 2016 political ad revenues.

With the growing challenge of reaching fragmented audiences and elusive voters, candidates are not only increasing their advertising, but launching their campaigns and disseminating their messages across a wider range of digital platforms than in previous elections. Content providers need to be ready to connect them with voters via the latest video ad technology available. Campaigns and content providers looking to win in 2016 should point in the direction of digital platforms to find their voting audiences, use data-led programmatic advertising to target them and anti-ad blockers to meet them where they are.

[Paula Minardi, is the broadcast industry marketing manager at Ooyala]