Video Search Poised to Grow, Says Digitas Exec

By on 02/06/2013 3:33 PM @daisywhitney

VIEQUES, Puerto Rico — Keep an eye out for “natural language searches” as they relate to video on the Web, as video search is an area likely to pick up speed, says Stephanie Sarofian, senior VP and managing director at Digitas during an interview with Beet.TV at the recent Beet Retreat. She shared her thoughts on the future of video, search and discovery in this deep-dive chat.

“Video search is something that will start to gain in its technology and the ways we search through natural language process in video may surpass keyword search. We will look at ways people are picking up the audio from video in a natural language selection and being able to use it in search,” she says. She adds that branded video content has become a subset of the content industry, and video is reaching a peak for marketers now. “There are many interesting ways we can use video on behalf of brands and there are ways to use video that is now related to search, to social, to personalizaton,” she tells us. For instance, Digitas leans on its BrandLIVE product to insert branded video into news of the day via social networks.

The key to success for a marketer is to understand the consumer behavior and what they are seeking and searching out, she adds. Brands should create content that is relevant, timely and informative, and that will help it get found. She also expects growth from video in the e-commerce and shopping areas.

 

Recent Videos
image
Quality Is Key For Branded Content: News Corp’s Chopra

Brands can win an audience for articles and videos they made, even in newspaper websites – if their material is worth consuming, according to a news group executive. Asked why users would consume content made by brands in vehicles designed to convey the news of the day, News Corp SVP and video head ...

image
Slate Sees Videos on All Its Pages

Web magazine Slate says it can make up for a lack of opportunities for its video advertisers by turning every text article in to a video ad opportunity. Sales VP Anthony DeMaio tells Beet.TV in this video that the title recently enlisted French ad tech firm Teads, whose technology inserts auto-playing ...

image
Research: Video Topics Affect Ad Performance, Innovid Finds

The best kind of video to put an pre-roll ad for cars is in, well, videos about cars. But the context that drives video ad engagement is not always so clear-cut. Video ad tech vendor Innovid’s just-published research in to the topic shows that, whilst auto ads placed against auto videos yielded a 40% ...

image
Marketers Need KPIs by Campaign, Channel & Individual, MediaCom’s Lampert

To succeed in a cross-device world, advertisers should develop personalized experiences for each screen with messages tailored to the device and, when possible, to the consumer, says Michael Lampert, Managing Partner and Group Digital Director at MediaCom in an interview with Beet.TV. That kind of ...

518370723_c_600_400
Content Marketing Needs Better Metrics, Rigorous Distribution, MEC’S LaVecchia

Content marketing is on the cusp of breaking through, and needs a few best practices in place to become a powerful marketing tactic, says  Gian LaVecchia, Managing Partner, Digital Content Marketing at MEC, in an interview with Beet.TV. Linking strong storytelling, with metrics and distribution is vital, he ...

image
Radio’s Cumulus Upping Video Strategy In 2015

US radio network Cumulus Media may be best known for its on-air content. But, if JT Batson has his way, the group will soon also be profiting from on-line multimedia presentations. The company’s chief revenue officer tells Beet.TV about plans for Cumulus’ Nash country music station: ”On ...

Screen Shot 2014-08-18 at 6.55.47 PM
Under News Corp, Storyful Put To Work On Brand Content

It may have started life as a tool for editors to validate user-generated content for editorial stories but, following its acquisition by News Corp, Storyful is also being set to work for advertisers’ commercial goals. “We saw a social radar,” News Corp. video SVP Rahul Chopra tells Beet.TV ...

image
BrightRoll Eager For Slice Of Linear TV Ad Business

After signing a deal with Clypd this summer allowing it to buy ad inventory for its clients from TV providers like Cox and DISH, video ad tech vendor BrightRoll reckons it can take a piece of the traditional TV advertising sector. Video is video. whether it’s own on a phone, an iPad, a television set in ...

image
Nielsen: Measuring Consumer Engagement is Key

For marketers to move more money from TV to digital, they need true parity in measurement, says David Hohman, Nielsen’s agency solutions EVP  in an interview with Beet.TV. “Parity is a consistent measurement across digital and TV. You need to be able to consider the devices, and you need to be ...

image
Mindshare’s Migliozzi on Best Practices for Branded Video

As marketers expand deeper into video content, they would be smart to apply best practices to the creation of videos, says Joe Migliozzi, Managing Director of Digital Media at Mindshare in an interview with Beet.TV. That means advertisers should produce content that fits the platform,  use assets of ...

image
Facebook Closes on LiveRail Acquisition, our Interview with CEO Mark Trefgarne

SAN FRANCISCO – Facebook’s acquisition of LiveRail for a reportedly $400 – $500 million, which was announced on July 2, closed yesterday, reports TechCrunch. Last week in San Francisco, we interviewed LiveRail CEO Mark Trefgarne about next steps.  While LiveRail will operate and serve its ...

image
Forcing Pre-Rolls On Viewers Could Hurt Brands: Ebuzzing’s Daily

Today, the 15- or 30-second pre-roll ad is the primary mechanism for monetizing online video through advertising. But could it actually be having the opposite of marketers’ desired effect? According to Ebuzzing and Teads North America MD Jim Daily: ”The user sitting there, forced to sit ...

loader