SES Toronto 2010 – Video: The Next Marketing Frontier

Moderator: Matt McGowan

Brian Cusak, Display Sales Manager, Google
Jonathan Allen, Director SearchEngineWatch
Greg Jarboe, President & CEO SEO-PR
Peter Farfaras Microsoft Advertising Canada

Greg starts by asking the crowd if they have a YouTube channel then follows up with “How many of you are rich yet?” resulting in a round of quiet laughs. 19.1 million Canadian watched almost 2.2 billion videos on YouTube in a month. YT has 54%of the market share in Canada. Greg is setting the stage by laying out all the figures surrounding YT. Greg mentions that YT is the 2nd biggest search engine. A relatively understated statistic. There are several ways YT serves up videos based off searched Keywords, Hits and Rating. The text surrounding the videos are very important to optimize. The title, the description & tags. He says that YT auto-complete search can draw insight into what people are trying to find on YT.

Youtube Character Limitation:
Title: 120 Characters
Description: 5000 characters (Roughly 800 words)

The titles & description character limits have been increased and many users aren’t aware of the changes.

Greg gives some analytic data on a video he optimized:
Pre-optimization: 1510 views in first 8 months
After: 160,000+ in 4 months

Jonathan Allen is going to focus on the future of video on the Internet. He shows his YT page which has a video of him eating a raw octopus. Nice. He reiterates the importance of optimizing titles and tags. He tells the audience to search competing videos and copy their tags when you’re first uploading the video. Jon walks everyone through the process he went through to create the idea for his YT video which involved using the auto-complete feature in Youtube to find what people are searching most then analyzing the competition. He went on to explain how he benefits from traffic being sent to other videos by making his video a reply on other thematically relevant and popular videos. He also mentions using popular brands in the title to hijack traffic going to the brand. Essentially borrowing from the marketing efforts done by others.

Jonathan segues to Internet TV, Google TV and Hulu and briefly talks about the social nature of the new platforms and how it will have a huge impact on the way people produce video content.

Brian starts off by pointing out he is the only man in the room wearing a tie and he works for Google! He moves onto the crux of the presentation by introducing the user experience on YT and explains how YT is setup to keep users browsing:

Start > Discover > Watch > Entangle

‘Discovering’ is the main focus for Google right now. Brian adds a particularly important point that video transcripts are part of the searching algorithm and he encourages marketers and YT content creators to create transcript for every video they upload. Remember people, TRANSCRIBE YOUR VIDEO CONTENT!

Brian presents his example of a brand that successfully generates sales using YT. He plays a video created by a company called OraBrush. Their videos combined amassed over 8 Million views. 70% of these were generated using the Promoted Video feature. Brian finishes by urging everyone who uses YT to upload content to make use of YouTube Insights to get demographic data on the people watching your video from Country to Age and Gender.

Peter from Microsoft opens up by talking about the frontier of video. Canada is the #1 video streaming population in the world. Peter goes on to show several statistics that illustrate the level of video streaming penetration there is in Canada. He talks about how Microsoft products like Windows Live & MSN video use browsing & demographic data when suggesting video content to their users. Peter reiterates many of the salient points brought up by the previous speakers. He caps off by reminding everyone the importance of context when creating and promoting video on the web.

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