What's New With Video Search Marketing

Oct 6, 2008 • 2:42 pm | comments (1) by twitter | Filed Under Search Marketing Expo 2008 East

Moderator: Danny Sullivan, Editor-in-Chief, Search Engine Land who showed up late due to a technical issue with what people call "WiFi."

Michael Benedek, Vice President, AlmondNet is up first. Behavioral advertising is the delivery of ads based on their behavior online. There is lots of opportunity in behavioral ads.

Bringing in the video component... - Linear video ads (prerolls) - Non linear (overlays) - Companion Ads (text, display, etc.)

67% of internet users are viewing video ads at least once per month (eMarketer).

Behavior and Post Search - 5% of their time declaring purchase intent on search engines - 95% of time browsing ad supported content on "other" sites - Most searcher complete their purchase-related research two or more weeks before handing over their credit card

Implementation Challenges: - Standardization is hard (too many video players) - Scalability - Video content categorization

IAB's Response: - Introduced VAST - It is an XML standard - Designed to standardize

Gregory Markel, Founder & President, Infuse Creative is next up.

He explains why video optimization is important... Let's assume it is important, I wont go through all his valid reasons. Pew Internet released a study on what people are watching.

He showed that if you search corvette video on Google, up comes three video results.

Video on mobile is growing with iPhone and all the clones.

Submission: (1) Video on your site (2) Upload video (3) RSS techniques

He shows how to upload at YouTube. He said they increased cap size from 100MB to 1GB but do not, there is currently still a 10 minute limit. It is not just about the title or text in the video description. It is not just about views. It is about the community around the video. I.e. ratings, comments, favored, inlinks and embedded videos.

Soon you can buy higher rankings in YouTube, he said.

He shows Yahoo Search, media RSS feed submission.

Tips: (1) Define goals (2) Analyze competition in YouTube and Google.com (3) Research keywords and title/descriptions (4) Add/Modify "in video" branding/call to action/URL (watemarks, speak your brand and annotations in YouTube) (5) Decide submission strategy/type (6) Spread the word, encourage community, remember mobile (7) Monitor and track your progress and tune.

YouTube has search suggestions, so right there, it shows you what is popular. Just start typing. Also, type a search result and sort by view count. Submit beyond YouTube. YouTube by default gives you a mobile friendly channel. He then shows annotations. Piggy back off popular YouTube videos as a response video. Lead in your description of your YouTube video with a live URL to your site.

What's New? - Google.com serving side by side video results - YouTube adds quick list and duplicate video link - YouTube bulk uploader - Paid results in YouTube - Paid search user interest targeting - Trueveo and vSnax for iPhone video search apps

Eric Papczun, Director of Natural Search Optimization, Performics is next up.

The new Google audio indexing tool is being demoed. It basically does speech recognition. Right now, only for the political channel - as a beta. You can search for all videos in the political channel that match a keyword phrase. Plus you can skip to those points in those videos. Google will probably expand this to other videos.

How Does it Work? - Google uses its own speech technology - Ranked by spoken keyword relevance, youtube metadata and freshness

Speech to Text is still not perfect and she shows examples.

He then shows off the power of YouTube for Video SEO. Web results show video.

Tom Wilde, CEO, EveryZing is last up. He gets to go on stage as the down breaks below a - 700 point drop.

Objectives: - Increase consumption of online media - Create multimedia advertising inventory - Control and protect content distribution

Challenges: - Findable - Navigable

Search engines dont do a good job with indexing videos. Text still drives discovery.

Publishers need to match supply and demand.

Publish across the curve from topic pages to landing page (too long tail). Organize your content into topics and publish them in a manner search engine can find it. Then make sure each content piece has a landing page.

Create a Good Target for Search Engines: - Properly formatted page titles and URL structures - Related topics link to additional topical pages - Multimedia snippets derived from speech processing provide relevant text for GYM crawlers - Dynamic media player with "Jump To" functionality - Page populated with multimedia and articles relevant to topic/entity

Challenge #2: Multimedia Site Search & Navigation - Goal of site search is to maximize content recall while optimizing precision and relevance.

The web search experience on your site, needs to be similar to how Google handles it with universal search.

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