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The Most Effective Ad Types for Influencing Voters

by Ayaz Nanji  |  
February 19, 2016

Most Americans say they have very little or no interest in political advertisements, according to a recent report from KSM Media and ORC International.

The report was based on data from a survey of 1,000 adults in the United States age 18 or older who were asked questions about various political ad types and formats.

More than half (58%) of respondents say they are not at all or not very interested in political advertisements; 42% say they are extremely, very, or somewhat interested.

Asked to rank the sources of information that most influence their vote, 73% of respondents cited televised debates in their top three sources, 71% said news outlets, and 62% listed friends or family.

Television advertising ranks as the most effective ad format for influencing voter behavior, with 26% of respondents saying it is extremely or very effective; print advertising is second (22% say it is extremely or very effective).

Social media ads are seen as the most effective digital ad type by respondents (34% say they are most likely to get their attention of any online format); online video ads rank second (29%).

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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