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ADI Impact of Politics

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Adobe Insights took a dip into the political realm through the eyes of a marketer. How does all of this political activity impact consumers digital habits? From visit share by device, app growth, and CPMs in video ads within voting districts. We looked at over 150B visits, 3.1B social mentions & 83B video ad impressions to bring about some very interesting insights.

Published in: News & Politics
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ADI Impact of Politics

  1. 1. IMPACT OF POLITICS | 2018 TABLE OF CONTENTS Overview 03 Methodology 17 Glossary Analytics Data 04 National news sites drives the fastest growing visits YoY compared to all industries 05 National news is top of mind 06 National news sites see sizable traffic from outside the U.S. 07 National news apps are not dead…yet 08 Good news for retailers – elections are only a short lived distraction for consumers Advertising Cloud Data 12 Politics sites are winning with rising CPMs 13 Young republicans are the most sought-after audience 14 Marketers slow down during election weeks 15 Surge in political ads turns consumers off to all advertising Social Data 09 Hot topics by state on social 10 Sentiment of political issues by state are consistent 11 Trump is bigger than most things on social, but not love
  2. 2. IMPACT OF POLITICS | 2018 METHODOLOGY Visit our website: adobe.ly/AdobeInsights Sign up for email alerts: http://www.cmo.com/adiregister.html Follow us: @adobeinsights Adobe Analytics Cloud The Impact of Politics 2018 report is based on… • Aggregated and anonymized consumer data from large websites and apps over 150+ billion visits or launches of 400 sites since January 2016. • 3.1 Billion social mentions from Jan 1, 2018 – Sept 4, 2018 via Blogs, Facebook, G+, Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr, VK, Disqus, Foursqare, Metacafe, Wordpress, and YouTube. • 83 billion video ad impressions from August 2016 – Sept 2018 Adobe Advertising Cloud
  3. 3. IMPACT OF POLITICS | 2018 National News drives the fastest growing visits YoY compared to all industries Smartphone – • National News sites see above average visit growth on smartphones (51%) Tablet – • National News is the only industry to see positive visit growth on tablets (12%) Desktop – • One of three industries to still have growing visits on desktop (2%)
  4. 4. IMPACT OF POLITICS | 2018 National News is top of mind • Over a quarter of traffic to National News sites comes between 8am and 12pm • Mondays drive 40% more traffic to National News sites compared to the weekend
  5. 5. IMPACT OF POLITICS | 2018 National News sites see sizable traffic from outside the U.S. Nearly 3 out of 10 visits to National News sites come from outside the country • Evidenced by the share of international traffic to U.S. National News sites, we see that politics are relevant and hot worldwide
  6. 6. IMPACT OF POLITICS | 2018 National News app are not dead…yet Consumers are loyal to their downloaded apps; however, there is only so much room for news apps to continue to grow as installs are on the decline App launches are up 40% in the last two years • Consumers continue to use their downloaded apps to access news App installs are down nearly 50% since September 2016 • As the mobile web experience continues to improve, consumers are unlikely to download news apps to access their news
  7. 7. IMPACT OF POLITICS | 2018 Good news for retailers – elections are only a short-lived distraction for consumers Heading into the Holiday Season and Midterm elections, we wanted to quantify the effect of elections on E-Commerce – • Bit of softening in total visits the day after the election (-6%), but visits restore by Friday (+8%) • RPV on smartphones dips 15-20% on election day suggesting more browsing and lower conversion, but again recovered by the weekend
  8. 8. IMPACT OF POLITICS | 2018 Hot topics by state on social
  9. 9. IMPACT OF POLITICS | 2018 Sentiment of political issues by state are consistent
  10. 10. IMPACT OF POLITICS | 2018 Trump is bigger than most things on social, but not love
  11. 11. IMPACT OF POLITICS | 2018 Politics sites are winning with rising CPMs CPMs are steadily increasing as we approach the Midterm elections this fall – • CPMs for political websites are up almost 100% in the last two years, while CPMs for all categories are on a slow decline CPM: cost per thousand impressions
  12. 12. IMPACT OF POLITICS | 2018 Young republicans are the most sought-after audience Young republicans (18-24) are nearly twice as expensive to reach compared to democrats of the same age group. • Younger age groups are generally more expensive to reach compared to older age groups (35+), for all political affiliations **Source: Adobe AdCloud via Cross-Screen Planner CPM: cost per thousand impressions
  13. 13. IMPACT OF POLITICS | 2018 Marketers slow down during election weeks • CPMs increase going into the weekends prior to election week • Advertisers could take advantage of the lower CPM during election week, but would have to battle with engagement CPM: cost per thousand impressions
  14. 14. IMPACT OF POLITICS | 2018 Consumers turn their backs on advertising during the first half of election weeks • Engagement with video display ads drops prior to election Tuesday but quickly restores • Display video ad CTR sees 159% lift compared to the four days prior (Sun – Wed) CTR: clickthrough rate (clicks/impressions)
  15. 15. IMPACT OF POLITICS | 2018 GLOSSARY Industries – Retail & E-Commerce: Sale of consumer products to consumers online National News: Organizations focused on covering news stories Auto, Home & Life Insurance: Company and quote sites for all non-health insurance types Automotive: Manufacturer and car search & review sites Travel & Hospitality: Transportation (airlines, cruises, etc) and destinations (hotel) Banking & Investment: Consumer banking and wealth management companies Media & Entertainment: Companies providing content and entertainment that is exclusive of National News Definitions – Large Company: Selection of Adobe’s biggest clients in each industry based on visits Branded App: Enterprise level mobile phone or application established by a company; does not contain social media, email, or other native applications Referred Traffic: Visits from an external website or source CPM: Cost per thousand impressions CTR: clickthrough rate (click/impressions)

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