YouTube has huge media advantages over mainstream media:
- It’s free. Buying airtime is way expensive.
- It has global reach. Airtime only reaches a regional broadcast area.
- It’s viral. Anybody can embed YouTube messages like I’ve done.
It’s time to call YouTube the uber-network, it transcends TV and cable. Barack Obama has endorsed it for his weekly addresses to the people:
The auto industry, care of GM’s PR group, has also made its plea on YouTube:
Note that Barack and GM have followed the “sound bite” rule – 4 minutes tops to keep our peripatetic consumer focus.
Final thought: Advertising can be served up free on YouTube and other online video services, and people can comment on them freely. Multimillion dollar national TV ad campaigns become budget-challenged in this economy, and ad agencies start looking like candidates for disintermediation.