Eric elaborated on what have been some of the major obstacles for candidates to heavily engage in an organic video strategy:
Small online marketing teams. Eric’s own company found that even on the Presidential scale, both candidates have very small teams that are dedicated to digital media. “Each team only has a few people that are dedicated to all of online. Really devoting the time and resources have been a manpower issue.” Despite this limited manpower, each candidate’s YouTube channels have actually been performing very good.
Traditional conversion goals. Most online marketing for candidates have been about ROI and direct-response, i.e., fundraising. “Even though both candidates did a really good job in the social search space, their unique online ads were confined to display and search, rather than video content.” says Eric.
Advertising venue limitations. Most of the online advertising by the candidates were done in the search space, and in the portals and ad networks, the latter of “which really don’t allow for a lot of out-of-the-box online tactics when it comes to online video. Portals and ad networks need to be very standard to have a scalable offering sometimes.” says Eric.