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 quality and availability of HD online content as well as the extended video duration. These video enhancements have attracted new audience segments, beyond the typical 18-24 year old segment. While the younger generation is still the largest demographic, several studies have indicated a boost in online video popularity among older adults and seniors.

One of the most popular types of video is Flash video. While Flash is extremely appealing to the consumer eye, it is often overlooked by the search engine crawlers—they have a difficult time recognizing Flash images or video. Therefore, advertisers need to be sure to optimize their videos so that the search engine spiders can find them. If search engine crawlers can’t find your video, neither will your consumers, leading to missed opportunities.

Although search engines are getting better at reading Flash files, the fact still remains that crawlers prefer to read text. There are a few reasons why Flash does not get indexed or ranked for its keywords within the search engine results. The primary reason is when a user navigates throughout a website, many sites dynamically load Flash videos under the same URL. This presents a problem because URLs need to be unique for proper indexation. Advertisers should separate videos into their own URLs and optimize the meta tags and body content (copy) around the videos in order to rank for relevant keywords.

Most Flash videos have very little text around them and often times if there is text it is typically filled with vacuous marketing copy that lacks important keywords. As a result, search engine crawlers have a hard time finding videos and indexing them. Advertisers should include copy around the Flash videos that includes keyword-rich text, relevant to the searchers’ query. For example, a video for an e-commerce site that is selling discount golf clubs should include the keywords “discount golf clubs” around the video. These keywords can also be incorporated in the anchor text that is shown when you hover the mouse over a video.

Online advertisers, particularly brand advertisers, should take advantage of the online video growth opportunity by using videos to connect and engage with the growing and diversifying audience. Advertisers can increase their brand awareness by incorporating videos on their website as well as on video sites, such as YouTube. These videos could be used to promote or demo a product or service or share consumer success stories that further validate the value of a product or service.

Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

Related Topics: Channel: Video | Video Search


About The Author: specializes in increasing visibility and traffic to large retail, publisher, lead generation, and financial Web sites as the Vice President of Client Services for Performics.

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  • nickstamoulis

    I think you are right on the money…online video advertising will continue to grow in the coming years, do you think it really effective for just B2C verticals or B2B as well?

  • April Jasmine

    Eric, I’d like to underscore a prominent statement: “brand advertisers, should take advantage of the online video growth opportunity by using videos to connect and engage with the growing and diversifying audience.”

    As Nick rightfully pointed, “you’re on the money”. Historically, web visitors are more inclined to connect with an engaging visual stimulus, rather than sift through written content.

    I believe companies have seriously underestimated online video as a powerful marketing medium. Moreover, you’re absolutely right, online video will indeed increase exponentially in the coming years.

    Nick, you raise a good question. Personally, I feel online video advertising will grow within the B2C vertical as more companies consider creative video advertising as a way to connect and engage with consumers, and generate more sale leads

    Awesome post.

  • paulwilley

    There is undoubtedly scope for online video advertising in both the B2B and B2C spaces. They key is for advertisers and marketeers to commission engaging, well constructed and expertly executed content alongside in-roll, pre-roll and interactive ads.

    Just as in the offline video/TV world, Broadcasters and Commissioners have come to realise that ‘content in King’ – I believe that this will hold true online as advertisers and Communications Managers will be expected to plan the execution of a video marketing campaign carefully to achieve maximum ROI and penetration for their content in the market-place.


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