Shop Talk: YouTube, YouWin

Posted July 29, 2009 at 6:25pm

A handful of 2009 campaigns are using a new advertising technology to drive YouTube viewers to their campaign Web site.

[IMGCAP(1)]While buying “Promoted Video— advertising on YouTube is not rare for campaigns, several are now using what the video-sharing Web site deems a “Call to Action— — or a video overlay that could link directly to an outside Web site, such as that of the candidates’ own campaign.

The move is unusual for YouTube as well because it drives traffic away from its own Web site.

“One of the early adopters we’ve seen are politicians and political action committees,— YouTube spokesman Aaron Zamost said. “It’s one of the rare instances where politicians are ahead of the curve in terms of online advertising.—

Several candidates have started using the feature, including Sen. Patrick Leahy (D-Vt.) and New Jersey Gov. Jon Corzine (D), who is running for re-election this year. In Virginia, GOP gubernatorial nominee Bob McDonnell has already jumped on the bandwagon and the Democratic nominee, Creigh Deeds, is expected to do the same in the near future.

New York Mayor Michael Bloomberg used the feature to get supporters to sign up for his Twitter feed. The results, according to Bloomberg campaign digital media consultant Jonah Seiger, have shown that the feature is a positive part of their online media strategy.

“We’ve seen real results from the technique,— Seiger said. “I can’t reveal specific numbers, but we wouldn’t use it if we didn’t have any evidence that it’s working.—

Eventually, Zamost said YouTube hopes to let advertisers target this kind of paid advertising by geography — a potentially powerful tool for a regional campaign.

Great Scott. The Cottington Group has started to build its clientele for the 2010 cycle.

Veteran Republican consultants Scott Cottington, Darold Bauer and Tim Berkness started the GOP political and fundraising consulting shop earlier this cycle, pitching themselves as a firm that could help GOP candidates fundraise in the minority.

So far, Cottington reports that he can count the following as his clients, with more on the way: Rep. Todd Tiahrt’s campaign for Senate in Kansas, Rep. John Carter (Texas), Rep. Anh “Joseph— Cao (La.), the Nebraska Republican Party, and Air Force Capt. Adam Kinzinger’s campaign in Illinois’ 11th district.

The NRCC’s Other New Young Guns. The National Republican Congressional Committee continues to round out its regional press staff with two new additions.

Northeast Regional press secretary Tory Mazzola comes from the office of Sen. John Ensign (R-Nev.), where he served as the communications director for a couple of years. Mazzola, who will split time between Washington, D.C., and New England, worked with Rep. Bill Shuster (R-Pa.) from 2004 to 2006 and did communications work for the past two Republican National Conventions.

Southeast Regional press secretary Andy Seré was previously the campaign manager for 2008 GOP nominee Marty Ozinga, who lost to now-Rep. Debbie Halvorson (D) in Illinois’ 11th district. Seré has also managed state legislative races in Virginia and Texas.

Big Bayou and Big Sky. The Democratic parties of Louisiana and Montana have picked up two new communications directors.

The Louisiana Democratic Party has tapped Kevin Franck to be its new press secretary. Franck worked on state Rep. Sara Feigenholtz’s special election campaign for now-Rep. Mike Quigley’s (D-Ill.) seat earlier this year and served in a similar press role for the Democratic nominee in Ohio’s 2nd district in the 2008 cycle.

The Montana Democratic Party announced that Kate Downen will be its new communications director. Downen was Sen. Jon Tester’s (D-Mont.) press secretary in his 2006 campaign, but most recently worked with the Clinton Global Initiative in New York City.

Meet the Faulkner’s Clients. Faulkner Strategies, the Indiana-based Republican consulting and targeted-mail firm, has already nailed down several gubernatorial campaign clients for the 2010 cycle.

Vice President Chris Faulkner reports his firm has signed state Rep. Marty Seifert’s (R) gubernatorial campaign in Minnesota, state Sen. Randy Brogdon’s (R) gubernatorial campaign in Oklahoma, and DuPage County Board Chairman Bob Schillerstrom’s (R) gubernatorial campaign in Illinois.

Oh Kay, Go. Sen. Kay Bailey Hutchison (Texas) continues to build her political and communications team for her gubernatorial campaign. Hutchison is stepping down to challenge Gov. Rick Perry in the Republican primary in 2010.

Campaign manager Terry Sullivan will return to the Lone Star State to follow up his work with Hutchison’s 2006 re-election campaign, according to a release from the campaign. Sullivan is a managing partner at the consulting firm First Tuesday Strategies and the direct-mail firm On the Mark.

Senior communications adviser Jennifer Coxe-Baker has filled a similar role for several statewide campaigns across the country, including Sen. Mel Martinez’s (R-Fla.) 2004 race, and was a senior adviser to the Senate Republican Conference.

Press secretary Jeff Sadosky will be the primary spokesman for the campaign. He recently served a similar role for Hutchison in her Senate office, was a traveling press secretary for former Sen. Fred Thompson’s (R-Tenn.) presidential primary campaign and was a press secretary for former Sen. Mike DeWine (R-Ohio).

Deputy Communications Director Joe Pounder comes from the office of House Minority Whip Eric Cantor (R-Va.), where he was a strategic communications director. Pounder came to Capitol Hill after serving as a rapid-response director for the presidential campaigns of Sen. John McCain (R-Ariz.) former Massachusetts Gov. Mitt Romney (R).

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