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YuMe Survey Shows Value of Online Video to Political Candidates

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2014 is a midterm election year, and online video advertising company YuMe is using the occasion to study the value of online video to political candidates. The company has released the results of a survey showing that a majority of U.S. voters get political information from online video.

According to YuMe's survey of 817 adults conducted in June, over 60 percent of voters say they will likely use online video to watch debates, campaign speeches, or campaign highlights. Slightly less than half -- 44 percent -- say they plan to stay on top of the campaigns by watching streaming video on a connected device. News sites are the primary source for that video, with 54 percent saying they'll turn to news websites as their primary source for campaign information.

Desktop and laptop computers will be the most-used screens for viewing: 32 percent plan to use a computer, 16 percent a tablet, 15 percent a smartphone, and 11 percent a connected television. Following election news and video on multiple devices is important for 48 percent of the respondents.

YuMe also looked at ad viewing, finding that 45 percent of respondents see television ads as an important source of election information, 17 percent see online ads as important, 16 percent see online video ads as important, and 15 percent see campaign-supported online video ads as important.

The report and an infographic are available for free download (registration required).

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