Video Search looks at how search engines index videos, and explores the unique search engine optimization techniques that can make videos visible in search results. You can find more about video advertising & video content marketing at Marketing Land.

Online Video Growth Creates Consumer Engagement Opportunities

If you are an online advertiser, there is no better time to take advantage of online video to drive consumers to your website. Online video viewership and penetration continues to grow along with the increasing popularity of social platforms and smart phones. Based on a recent eMarketer report, the number of US online video viewers will grow to 188 million in 2013, from 144 million in 2009. Additionally, more than half (59%) of the US population will view online videos in 2013. Video capabilities have shown vast improvements over the past few years, specifically the streaming qualit [...]


Is Searching For Porn Too Easy With Bing?

Microsoft's new Bing search engine has its own unique approach to video search which has engendered both praise and pans. Perhaps the most remarked upon feature is the mouse hover over a thumbnail of a video and Bing will play 30 seconds of the clip with sound. It has already been noted that this feature allows kids to view porn videos, and has caused controversy among organizations dedicated to protecting kids online. Bing displays the source of the video file and its length under the thumbnail. The search engine does not present video search results as a single scrollable page, but requi [...]


What Is The Role Of Video For Yellow Page Publishers?

Last month, I gave the keynote presentation at the Data Publishers Association (DPA) meeting in London. The DPA is made-up primarily of directory publishers: Yellow Pages, B2B directories, Classifieds, etc., and the topic for the conference was how video can drive online revenues for Internet Yellow Pages (IYP) and other directory sites. Other presenters included spotzer, Brightcove, phorm, and the IAB. As I was preparing my presentation, I found myself struggling to define what the role of video actually should be for a directory site: another form of advertising to yield revenue OR part of a [...]


Yahoo!’s Rich Ads In Search – Are Video Ads Golden?

Yahoo’s Rich Ads in Search (RAIS) combine paid search with rich media to further engage consumers within Yahoo search results. These ads provide an effective and clever approach to cross-channel marketing. With these new ads, advertisers are given the opportunity to market their business beyond the typical paid search ad copy. Their Yahoo paid search ad is complemented with an image that can be clicked-through to a web site, custom search boxes to refine a search, or a video that can be played directly from the Yahoo results pages. Depending on an advertiser’s overall objectives, Ya [...]


Video Search Face-Off: Bing vs. Google

Is there anything more visually appealing than Microsoft’s new search engine, Bing? The engine greets you with spectacular landscape images, complemented by a wealth of historical information and interesting facts. These compelling bits of information also lead you to other areas within Bing, such as the video results page. The Bing homepage is a great place to be if you happen to be a video site that is closely aligned with one of these featured destinations. However, what if you are not the video site that is linked to the beautiful architecture of Prague, for example? How can you ensur [...]


Why Isn’t There More “Internal Syndication” of Video Content?

Let's face it - unless you are YouTube or Hulu, you are looking for ways to build audience and streams to capture more in-stream advertising dollars.  Nowhere is this truer than in the news market where CNN, the leading online news site, has a 1.2% market share in streams (Nielsen), and is selling-out 100% of its video advertising inventory.  While media companies continue to pursue traditional audience development strategies, such as video SEO and social distribution, they must also pursue the underexploited opportunity of "internal syndication" of video content. What is internal syndica [...]


Optimize Your Videos For Prime Time

Many savvy advertisers are making strides in attracting their target audience with online videos. They are utilizing popular video sites such as YouTube and Hulu to engage and connect with consumers. This is an extremely smart strategy since 78 percent of the total U.S. Internet audience views online videos, according to March’s comScore Video Metrix. The entertainment industry, for example, is using advertisements on YouTube’s home page to create hype for new movies such as "Transformers 2 Revenge of the Fallen." The example below is a great illustration of how the industry can use eye [...]


Can GRPs Help Build The Web Video Market?

In traditional television media, GRPs are the coin of the realm.  Gross Rating Points are the metric that agencies use to buy ads on the networks.  Now, Mindshare, a unit of WPP's GroupM media arm, is embracing GRPs as a metric for web video.  Can this help speed the movement of dollars from traditional TV to web video? Mindshare developed its translation of TV GRPs to apply to web video in association with the YuMe video ad network.  The idea is that Mindshare's traditional TV clients like Unilever will start buying web video ad using the same standard they apply to broadcast and cable [...]


YouTube Is Broken. Here’s How To Fix It

As has anyone in the online industry, I have closely followed the YouTube saga since its acquisition by Google.  Undoubtedly YouTube is one of the greatest success stories of the Internet era, adding users and usage faster than any site ever launched on the web, including MySpace, Facebook, Twitter, and Google.  What is also often missed is that YouTube is the third largest search site on the Web in terms of query volume, behind only Google and Yahoo.  Despite these impressive metrics, YouTube has failed to deliver meaningful revenue and loses approximately $1MM/day due to its huge bandwidt [...]


March Madness & The Evolution Of Online Video

Online video is quickly becoming a dominant medium that is necessary for survival in the online world. The 2009 NCAA Championship was a televised, "must-see" event that captured an enormous audience last March. It was a highly anticipated event that began with detailed and well-thought out brackets among friends and colleagues. This event was one that could not be missed, whether a person was at a viewing party, working overtime or awaiting a long commute home. Not only was it televised, but is was available for viewing from many web sites. NCAA.com (powered by CBS Sports.com), dominated [...]


The Online Opportunity For Radio Stations

In continuing with my theme of online opportunities for local media companies, I thought I would explore market dynamics within the online radio sector for this post.   According to Borrell Associates, local online advertising is expected to grow at 8% this year while broadcast radio advertising dollars are forecasted to contract by 15.1%.  As with other sectors of the market, online is the bright spot that traditional media companies need to pursue to secure both their market relevance and future revenue streams. When discussing the online radio format, most people think about the chall [...]


Can Hulu Sustain Its Success Without Engaging Community?

At first, online video service Hulu appeared to be a futile response to the rising tide of online user uploaded and user generated content—after all, Hulu is a group of major broadcasting networks backing a platform to publish their content online and regain control of their distribution networks. Hulu was declared doomed, and bound to fail. Now, a year later, Hulu appears to be thriving. It has had a lot of press and Nielsen recently declared that Hulu is the number two online destination for video behind YouTube. Hulu also launched a memorable advertising campaign during the Super B [...]


Yahoo! Changes Its Video Strategy (Again)

Back when Terry Semel ran Yahoo, the web portal embarked on a grand Hollywood-style video strategy that was abandoned after Semel stepped down.  Now, with another change in CEOs, Yahoo is again reversing course and rolling out a new approach to web video. Carol Bartz is taking over from co-founder Jerry Yang, and among her first initiatives is a redo of Yahoo!'s approach to video.  Under Semel, Yahoo produced TV-like original series, but with little success.  The new plan calls for shorter and more targeted video series.  Among the new shows are "Spotlight to Nightlight," which will fe [...]


Search As Television’s Savior?

Nielsen Research came out with interesting statistics on overall video consumption last week indicating that total TV consumption reached record levels when considering traditional broadcast video, time shifted video, web video and mobile video. This seems to fly in the face of the predictions that online video is cannibalizing the traditional business model. The web and mobile "screens" as incremental is a critical piece of the landscape if big media is to weather the transition from traditional consumption models to new models. The Nielsen report echoes what ESPN also found in a study [...]


Should YouTube Sponsored Video Ads Be In Your Marketing Mix?

According to comScore, YouTube surpassed Yahoo! as the #2 search engine in terms of search query volume in August of last year.  Recently, Google used the functionality of AdWords to launch the new YouTube sponsored video product, which allows advertisers to bid on keywords that trigger their video ad to appear in the YouTube search results.   The ad brings YouTube users to a video uploaded by the advertiser on the YouTube site.  Many advertisers who use sponsored video run a YouTube channel, which is branded by the advertiser as their own space on YouTube and includes a link to the adver [...]


Newspaper Publishers & The Video SEO Opportunity

Grant Crowell, of ReelSEO and GC Interactive, published a whitepaper this week discussing the newspaper industry's opportunity to tap into the increasing popularity of video consumption as a means to drive incremental site engagement and revenue streams. Full disclosure - my company, EveryZing, funded the research, however the findings, recommendations, and editorial content are all Grant's. Not a day goes by where we don't read about evaporating print and classified advertising dollars, learn about significant lay-offs, or struggle to comprehend the magnitude of financial stress that the [...]


Obama Inauguration Sets Standard For Live Video Streaming

On January 20th, CNN.com served over 21.3 million live video streams of President Obama’s Inaugural Address, breaking CNN.com’s previous daily-streaming record (5.3 million on Election Day). Page views swelled to 136 million. The CNN feed also included a sidebar that allowed Facebook users to comment live on the speech. Others watched on CBS.com, Washingtonpost.com or Boston.com. This deluge of simultaneous video streaming produced a few minor glitches on MSNBC.com (time lag) and Hulu.com (choppy) and took down some sites, such as the BBC. But, for the most part, inaugural video streamers [...]


Tube Mogul Buys Video Analytics Firm

In this period of doom and gloom, its rare to see a small company being bold enough to make an acquisition. But that’s just what TubeMogul, which operates the web's most popular online video syndication and tracking service, has done. The Berkeley, California based company has just acquired flash player analytics firm Illumenex. The combination allows TubeMogul to offer a broad range of data tracking to the online video industry. TubeMogul offers a free service which video producers can use to upload their videos to over 20 video sharing sites. Once the video is live on those sites, TubeM [...]


Is Your SEM Strategy Ready For Web 3.0?

As we move into the new year, the "Web 3.0" references appear to be picking up speed, and most define Web 3.0 closely along the lines of the social graph, with Facebook and Twitter as the poster children.  Its not so much social media though, that is powering a fundamental shift on the web, but rather a change in how content is created, organized, indexed, and consumed. Perhaps the biggest shift is embodied in how we all think about content.  If you think back just a few years, the content landscape was dominated by a notion of "containers".  Regardless of content type, the container dro [...]


Online Video Tactics For Small Businesses

Online video has been explored as marketing tool by large companies, and as a buzz-builder for content producers of all sizes. But what about small businesses: can they jump into the fray and get noticed by video audiences? The short answer is yes. Let's look at some formats and how they can fit into your small business marketing plans. Behind-the-scenes videos The concept here is that people will be curious about topics that are related to your business, and that you can leverage their curiosity to inform them about your business. You're basically playing the role of a Discovery Chann [...]


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