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.

 

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