Google, who is “everywhere” trying “everything” in new media applications, is jumping in wiith a “new” political channel on YouTube. and it’s FREE.  But it’s NOT “new”at all. It is just repackaged.

With “YouChoose 2010” ( www.youtube.com/youchoose2010), qualified federal and state candidates who want to leverage YouTube in their campaigns can apply to have their own YouTube Politician Channel.  The basic video in fact is free and even has more capabilities than standard You Tube videos. As usual Google offers a variety of tracking and backend statistics to show who is watching, where and how.

But because You Tube knows that “if you build it they will come” is something that only works in the movies, they are happy offer a variety of advertising options to help push people to your channel.  You may choose from the ability to add call-to-action overlays to videos, run their TV spots as in-stream ads in other YouTube videos and promote select videos as ads for search terms via Promoted Videos.

You Tube is a great way to get free exposure via Facebook, Twitter and a variety of other social media popping up every day. With the ability to have multiple videos, you can have your own, free, focus group and test creative. If it goes viral, you have a winner! With the right creative (it always comes back to message and execution doesn’t it) Google and YouTube can provide an invaluable resource to add to a traditional campaign.

We know, because the Pew Internet and American Life Project tells us, that nearly 70% of Americans have used the internet to watch one or more of the following:  video clips, TV shows, movies; educational videos.

Perhaps not surprisingly, Pew found adults 18-29 years old continue to be the heaviest consumers of online video and the lowest percentage of voters.  That said, political video viewership has reached nearly 30% of all adult internet users.

"The spread of broadband, the increased use of social networking and status update sites like Facebook and Twitter, the popularity of video-sharing sites like YouTube, and the embrace of video features by untold numbers of websites, have all contributed to the surge in online video watching," said Kristien Purcell, Associate Director for Research at Pew, in a statement.

The Pew survey also reveals that people(60%) are far more interested in streaming movies and TV shows than they are in downloading (23%) the video files to their computers to be played later. “Time shifted viewing” seems to be something left to the mainstream TV business.

So is there a place in the political landscape for Google and the “YouChoose 2010” project?  Absolutely. However, what is more important is an understanding of how to use the “new” tools and how to use them in concert with the “old tools” to make the campaign and candidacy effective and victorious.

That’s where LUC comes in . . . we bring that knowledge to the table.  Call us and find out more.

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Brian  - I agree... |2010-06-05 15:58:15 All Google did was to repackage there services. But have to admit it looks indicing. Hey... It's all about marketing! Reply 0 0

Ben  - Packaging |2010-06-12 13:20:14 Being repackaged is also going to increase the average users awareness because of the related earned media, promotion on the site, etc. and that's a good thing. Reply 0 0

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