Usable Clicks

Google Video View: Insights into Obama Marketing and Learning About Google Video Products

We at UsableClicks jump on any change we get to attend conferences and panels, learn about new technologies, and take every opportunity to stay on the cutting edge.  This weekend Jim and Mike headed to SXSW Interactive (follow their notes via Twitter @usableclicks), and yesterday I attended Google Video View, a presentation held inside the Google Sales office.  The Video View presentation was split in two parts.  

Part 1: Obama Marketing Campaign Insights
The first was a keynote speech by Jim Margolis, senior advisor to the Barack Obama campaign.  Much of his hour was spent showing commercial spots, but the message was always the same.  The Obama campaign was a focused marketing effort that laid out and never wavered from their strategic imperatives, their primary tactics, and their brand message.  Their insight into the market (the US population soon to elect a new president) and their dedication to a plan they believe would work paid off, and Obama was elected.
 
Obama Marketing Campaign in Short
Strategic Imperatives: 1) Own “change” 2) Focus on the Economy 3) Reassure about Obama

The Pillars of Change (the message): 1) Unity 2) Reform 3) Honesty 4) Hope

The Tactics: 1) Expand the map for Democrats 2) Expand the electorate 3) Embrace technology 4) Create a movement
The marketing system was designed to move potential voters from curiosity through to activism. Over the last year or so we’ve all been first hand witness to the campaign’s success, and there’s been no shortage of writing on the success of the Obama marketing campaign.  Margolis gave a short and sweet summary that highlights the need for a thought out and focused message, strategy and tactics for the campaign.       

Part 2: Google Video View

The second half of the presentation was basically a product tour for Google display media.  They started out with an overview of their new behavioral targeting product Google Interest Based Ads and then reviewed the various other Google Content Network capabilities.  Then they moved on to video.

They key concept behind their video offerings is that through a combination of YouTube, Google TV, and Google Content Network, they can help you to pretty much reach whoever you want on whatever scale, an an accurate and measurable manner.  Consider their products:

Google TV: now has DishTV and 9 national networks for significant reach and more detailed information on individual shows for more precise targeting

YouTube: now has click-to-open overlays on short-form content and pre-roll/mid-roll on long-form content, as well as click-to play video banners on category and search pages

Google Content Network: now has click-to-play video banners for video syndication across hundreds of content sites and social networks.

All of these platforms, including TV, enable us marketers now to target our audience through a variety of characteristics to help ensure that you are reaching the person you really need to reach.  On Google TV we can now search within the buying tool through descriptors of all of the shows available for commercial spot purchase.  On YouTube we can now target even by user-type, such as “heavy uploader”, or run only on videos that are starting to “go viral.”  Google Video is about bringing video delivery beyond the “black & white” purchase of “Women 35-54″ and really being able to hit the robust character profile that makes up our brands targets.

More information on the Google Video View day, additional resources for Google Display Advertising, and information on upcoming training opportunities can be found here: 
http://www.youtube.com/videoview09