As primary season reaches a fever pitch, campaigns want to get the best bang for their advertising buck. Digital ad company Conversant took a look at online video completion rates (VCR) along party lines, and delved even further into each candidate. "Granular viewership attributes are essential to political advertisers looking to maximize the impact of their ad spend, especially given the volatility of this year's campaign," said Conversant president Ric Elert. "These attributes can be used by advertisers to refine their video campaigns to ensure they are delivering coherent messaging against the most relevant and engaged audience. In addition to that approach, these attributes can also be used to influence the conversation. For example, a political group might want to run a campaign focused on specific content from the opposition."

This story first appeared in the May 2, 2016 issue of Adweek magazine. Click here to subscribe.