online campaigning, told the interviewer that the clients that “get it” were spending approximately 85% of their online budget on video advertising. Other reports from states with competitive races noted that in the crucial days leading up to the No- vember vote many media buying agencies found that YouTube and other ad networks were running out of available ad inventory. Web video creates an opportunity for campaigns to merge important campaign messages with com- pelling and impactful visual elements. And gone are the days when “spots” cost tens (if not hun- dreds) of thousands of dollars to produce and dis- tribute. For the price of a decent video recorder, a microphone and editing software, even local candi- dates can produce quality web video for their cam- paign. And distributing it and tracking results cost a fraction of what it did even ten years ago. As the old adage goes, a picture is worth a thou-
sand words. Video, then, is worth tens of thousands of words. As more voters come to access their vid- eo content online, it is important that campaigns
recognize how to effectively integrate video into their communications program. Done correctly, it can have a meaningful and substantive impact on your campaign.
(Brett Bell is the principal of Grassroots Online (www.
grassrootsonline.ca). With over 15 years of real cam- paigning experience, he was one of the early Canadian advocates for the powerful potential of social media in the world of politics and advocacy campaigning)
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April 2011 | Campaigns & Elections 55
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