Click Z reports that in some states, demand for in-stream online advertising may outpace available slots by as much as 48%. Online video ad firm Mixpo estimates that the gap could be extreme in New Hampshire, Montana, Virgina, Missouri, Washington and Massachusetts. For example, New Hampshire is expected to have a extreme shortage because of a number of competitive races and a small population.
Though video ads can be useful for voter mobilization, they're used primarily for persuasion by political campaigns, since video mimics the powerful emotive quality of television - the medium they've traditionally used to sway voters. Video ads are also used to extend the reach of TV campaigns and to target voters who don’t watch live TV. A September 2011 bipartisan study showed 31 percent of all likely voters didn't watch live TV and instead viewed programs through DVRs or watched in online or mobile environments.
Mixpo anticipates that online video demand...will surpass inventory supply by 80 million impressions in October. By the time November rolls around - crunch time for getting out the vote - Mixpo projects demand will exceed supply by 40 million impressions in the 11 states studied in the first week of the month alone. That will amount to 56 percent of demand not being met between November 1 and voting day November 6.
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